The financial services industry has always been fueled by data, but in an era of economic uncertainty, the pressing question is whether firms are using that data to its fullest potential to drive growth. As market fluctuations and unpredictable economic conditions become the norm, financial institutions must look beyond traditional methods to maintain a competitive edge. Intelligent automation and artificial intelligence are stepping up to drive operational resilience, enabling financial firms to anticipate market shifts, safeguard assets and streamline operations.
In the first quarter of 2025, the U.S. economy is expected to continue its moderate recovery, although at a slower pace than in 2024. GDP growth is projected to range between 1.4% and 1.7%, signaling a deceleration compared to the stronger growth seen earlier in 2023. Europe, meanwhile, expects a modest recovery, while Asia-Pacific remains a beacon of strong demand. Despite optimism in pockets of the global economy, challenges such as tighter financing conditions and geopolitical tensions persist. Organizations leveraging advanced technologies such as IA through the lens of AI, however, are not merely weathering economic headwinds, they’re thriving.
Forrester Consulting conducted a Total Economic Impact study we commissioned, and the research shows that 76% of organizations surveyed expect to see a positive impact on business growth in the next two years from their intelligent automation program. While savings from full-time equivalent reductions or operational efficiency gains are expected to contribute to this growth, the real impact goes beyond these factors. The real value of IA emerges when it substantially improves operations, enabling organizations to more effectively launch better products, attract new customers and increase revenue.
Delivering Sustained Growth
Generative AI, chatbots and 24/7 customer access are part of the new standard for financial services, where customers expect seamless, real-time experiences at lower costs. At the same time, process automation has evolved beyond mere efficiency to become a critical component for survival in an increasingly competitive market. Whether it’s onboarding, loan processing or managing compliance, AI is empowering financial institutions to scale rapidly without sacrificing quality.
The competitive landscape is shifting too. Fintech disruptors are shaking up the market, leaving traditional institutions to decide whether to adopt or get left behind. The United States is home to the world’s largest fintech companies and the highest concentration of “fintech unicorns.” Organizations that are embracing IA and orchestrating end-to-end processes are discovering a competitive edge—boosting employee satisfaction, driving innovation and ultimately, delivering sustained growth.
Overall, our TEI study supports these findings, with 69% of FSI organizations agreeing that automation improves business metrics such as growth and customer satisfaction. It even reveals incremental revenue growth of 5.4% CAGR for customers, along with a host of other benefits, including increased productivity, improved employee retention and compliance cost avoidance.
The future belongs to those bold enough to reimagine financial services through the lens of AI. By leveraging intelligent automation, financial institutions can both survive economic uncertainty and define it on their own terms.
Rob Paisley, is Strategic Industry Director, Global Team Lead, SS&C Blue Prism
