Artificial intelligence is progressively moving from backend optimisation to customer‑facing digital interfaces. In financial services, this evolution is giving rise to so‑called AI First experiences, where interaction is organised around user intent
rather than screens, menus, or predefined journeys. This shift raises critical questions for banks and insurers operating in highly regulated environments.
Based on a qualitative user research study conducted across five European
countries, the Sopra Steria’s report “AI First in Europe” explores how consumers perceive AI‑driven interfaces in banking and insurance. While interest in AI is high, expectations are clearly framed. Users value AI when it helps
them better understand their financial situation, but they strongly reject autonomous decision‑making when it comes to sensitive financial actions.
The report provides a user‑ centric, experience‑ driven perspective on AI First interfaces. It highlights the concrete conditions under which AI is trusted, where resistance appears, and how financial institutions can design AI ‑augmented experiences that deliver value while preserving transparency, control, and confidence. The insights are grounded in real user reactions rather than theoretical assumptions about AI adoption.
Gain access to our insights on how banks and insurers can integrate AI into digital interfaces responsibly, balancing innovation with trust, performance, and regulatory constraints.