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EMARKETER

AI in the Payments Customer Life Cycle 2026

How AI Is Reshaping the Ways Consumers Discover and Engage With Payment Providers

Report by Grace Broadbent  |  Nov 4, 2025
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Table of Contents
Executive Summary
AI will reinvent payment providers’ relationships with customers
Generative engines are disrupting discovery for payment products and services
AI promises personalization at scale, but most FIs lack the necessary data foundation
AI can personalize and automate retail checkout, but it will happen in two stages
AI chatbots still need human backup to build trust
Recommendations for payment providers
EMARKETER Interviews
Sources
Media Gallery
About This Report
AI is reshaping how payment providers attract, serve, and retain customers. Those who act now to integrate AI across the life cycle—from discovery to checkout to support—will gain an edge, while those who wait risk losing loyalty and control.
Topics
Financial Services
Payments
United States
Table of Contents
Executive Summary
AI will reinvent payment providers’ relationships with customers
Generative engines are disrupting discovery for payment products and services
AI promises personalization at scale, but most FIs lack the necessary data foundation
AI can personalize and automate retail checkout, but it will happen in two stages
AI chatbots still need human backup to build trust
Recommendations for payment providers
EMARKETER Interviews
Sources
Media Gallery

AI is reshaping how consumers discover, communicate, and interact with payment products and services. But most providers are unprepared for the shift. Those that invest early in chatbots, checkout personalization, and hybrid AI-human support will strengthen retention and trust as competition intensifies.

Key Question: How will AI transform the payments customer life cycle, and how should payment providers respond?

Key Stat: Only 25.0% of financial services professionals cited AI and predictive analytics as an area they’re investing in to improve customer retention, per our April 2025 survey in partnership with MoEngage.

Only 1 in 4 Financial Service Professionals Are Prioritizing AI Investments
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Here’s what’s in the full report

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6charts

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1expert perspective

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. AI will reinvent payment providers’ relationships with customers
    3. Generative engines are disrupting discovery for payment products and services
    4. AI promises personalization at scale, but most FIs lack the necessary data foundation
    1. AI can personalize and automate retail checkout, but it will happen in two stages
    2. AI chatbots still need human backup to build trust
    3. Recommendations for payment providers
    4. EMARKETER Interviews
    1. Sources
    2. Media Gallery

    Charts in This Report

    Only 1 in 4 Financial Service Professionals Are Prioritizing AI InvestmentsOnly 1 in 4 Financial Service Professionals Are Prioritizing AI Investments
    Savings and Credit Topics Lead AI Financial InquiriesOnly 12.5% of FIs Have a Unified Data Foundation—Leaving Most Unequipped to Scale Personalization
    Complicated Checkout Processes Can Exacerbate High Cart Abandonment RatesConsumers Demand Human Oversight in AI-Supported Banking and Payments Tasks

    Interviewed for This Report

    Ken Moore
    Mastercard
    Chief Innovation Officer
    Interviewed October 15, 2025

    authors

    Grace Broadbent

    Contributors

    Nate Elliott
    Principal Analyst, GenAi in Advertising
    Donte Gibson
    Senior Charts Editor
    Chris Keating
    Madan Kumar
    Copy Editor
    Tiffani Montez
    Matt Torpey
    Senior Chart Editor
    Emman Velasco
    Chart Editor
    Julia Woolever
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