AI, Data and Embedded Finance Set to Redefine UAE Banking, Industry Leaders Say
Artificial intelligence, data and embedded finance are expected to play a central role in reshaping the UAE banking sector over the next two to three years, according to senior executives from Revolut, Mashreq and Emirates NBD. The views were highlighted in a new report released in June 2026 by the Dubai International Financial Centre (DIFC).
The executives said these technologies will influence customer engagement, personalization and back-office operations, while also changing how financial institutions integrate services into broader digital ecosystems. Embedded finance, in particular, is expected to bring payments, financing and management tools directly into the moments and platforms where customers need them.
AI is becoming core to customer service
Ambareen Musa, CEO of GCC, Revolut, said AI is already becoming a foundational part of banking operations. She noted that the technology is helping make customer experiences more seamless, intuitive and responsive.
Musa pointed to Revolut’s AI-based chatbot, which now handles 75% of customer inquiries. According to her, this has improved response times and enabled the company to support customers at scale while maintaining service quality.
The report also reflects wider industry interest in AI-powered customer support. Across financial services and other sectors, AI tools are increasingly being used to reduce handling times and improve the speed of issue resolution.
Hyper-personalization and contextual banking gain momentum
Rohit Garg, Chief Digital Officer and Group Head of Retail Products at Emirates NBD, said one of the biggest opportunities lies in AI-driven hyper-personalization. He said banks can move beyond broad customer segments and shift toward real-time, individualized engagement.
Garg added that customers in the UAE are highly digitally engaged and expect proactive financial insights. He said the ability to anticipate customer needs and deliver contextual offers will be an important differentiator.
Fernando Morillo, Group Head of Retail Banking at Mashreq, echoed this view, saying the next phase of digital transformation will focus on making banking intelligent, predictive and contextual. He said customers increasingly want banks to simplify financial decision-making and help them manage their finances more effectively.
Musa also said personalization will become more meaningful as financial services are tailored in real time based on how customers earn, spend and save.
Embedded finance expands across digital ecosystems
The executives said embedded finance will continue to grow as customers seek financial services at the point of need. Morillo said this trend is being driven by demand for convenient access to financial products through digital interfaces.
Garg said the UAE is emerging as a leader in embedded finance, with services increasingly delivered through non-bank ecosystems such as retail, travel and government platforms. He added that banks are building API-driven, cloud-native capabilities to integrate into these journeys.
He said pre-approved financing offers delivered directly within a merchant platform are no longer a distant concept, but an emerging expectation.
Operational resilience and cyber risk remain critical
While AI and embedded finance open new opportunities, the report also highlighted growing risks. Morillo warned that the expanding digital ecosystem introduces cyber threats, technology failures, vendor outages and AI-related risks. He said operational resilience will become a key competitive differentiator, and banks must balance innovation with security and trust.
The broader risk environment underscores that point. The source material cites global financial-sector cyber incidents, as well as research showing that UAE organizations have faced substantial losses from disruptions caused by vendor and cloud failures, supply chain interruptions and other operational incidents.
Industry Analysis
The findings suggest that UAE banks are entering a phase where digital transformation is no longer limited to efficiency gains. Instead, institutions are expected to compete on intelligence, relevance and seamless customer experience. AI can improve service delivery and personalization, while embedded finance can extend banking into everyday digital journeys. At the same time, the report makes clear that resilience, cybersecurity and third-party risk management will be essential as banks become more interconnected and data-driven.
