In conversation with Abdullah Al-Nusef, chief data officer at Boubyan Bank

How do you see artificial intelligence (AI) transforming the future of financial services?

AI is fundamentally reshaping financial services, driving a shift from reactive to predictive and proactive banking. From hyper-personalised customer experiences to real-time fraud detection, AI enhances decision-making and operational efficiency. In the near future, banks will rely more on generative AI and machine learning to build intelligent advisory systems, automate complex workflows and improve risk modelling. As customer expectations evolve, AI will enable banks to offer services that are intuitive, contextual and available 24/7 across multiple channels. It’s not just about efficiency. It’s about redefining the role of banks in people’s lives.

In which areas does Boubyan Bank already make use of AI technologies in its day-to-day operations?

Boubyan Bank is actively integrating AI across its operations. Our virtual assistant Msa3ed supports both banking and lifestyle needs. AI is used in customer segmentation, operational automation, call centre optimisation and document processing. We are currently piloting AI for fraud detection and exploring advanced risk analysis models as a more dynamic alternative to traditional credit scoring. Internally, generative AI is being tested to help employees summarise reports and generate insights, speeding up workflows and improving service quality.

What impact has the introduction of AI had on Boubyan Bank’s operational efficiency?

At Boubyan, we operate two main AI domains. The first is Msa3ed, our virtual assistant that supports customers with banking and lifestyle needs. As we integrate Msa3ed with large language models and Boubyan’s own data ecosystem, it will offer more intelligent, human-like interactions that enhance customer experience.

Secondly, we use AI models within Boubyan’s Data Factory to drive commercial, operational and customer excellence. These models support functions like customer segmentation, process automation and operational forecasting, allowing us to optimise services, personalise offerings and make smarter decisions faster.

The result is higher efficiency, better resource utilisation and an improved customer journey across all touchpoints.

How do you see AI helping Boubyan Bank capture new growth opportunities?

AI enables Boubyan to better understand customers and anticipate their needs. We use it to create personalised offers, recommend next-best actions and improve retention by identifying customers at risk of churn. It also helps in early fraud detection and proactive protection. These capabilities allow us to design smarter campaigns, introduce relevant products faster and serve customers more intuitively, helping us grow both within existing segments and into new markets.

How is Boubyan Bank addressing concerns that AI introduces security and privacy risks?

At Boubyan, AI adoption follows a clear governance model aligned with the Central Bank of Kuwait’s cybersecurity framework. We prioritise secure data handling, encrypted transactions and explainable AI models. Every AI use case is assessed for risk, and sensitive decisions always include a ‘human-in-the-loop’ approach to ensure oversight. We balance innovation with compliance and trust, ensuring that AI enhances service without compromising privacy, security or regulatory integrity.

How can banks balance the more widespread use of AI with customers’ ongoing desire for a human point of contact?

At Boubyan, we believe AI should feel human, not just functional. We focus on making our digital assistants more natural and interactive by improving their tone, language and personality. For example, we introduced the Kuwaiti dialect into our virtual assistant, knowing that most of our customers are Kuwaiti. We also ensure that customers can move easily between AI and human support when needed. It’s about building trust – where AI helps, but people are always there when it matters.

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