Banking is far ahead of other sectors in adopting Artificial Intelligence, automation and data driven strategies. In this MarTech Talk, Rui Murta, marketing leader at Novo Banco and specialist in AI, CRM and MarTech, shares what this sector already dominates and that continues to elude the majority of SMEs.
We talk about how banks and fintechs integrate AI into the core of the business, the impact on segmentation, personalization and automation, and the reAI challenges linked to data, legacies and culture. We address Still the role of AI Agents and the transformation of CRM software.
An essential conversation for leaders who want to move from the occasional use of AI to a strategic, consistent approach with real returns.
Because banks and fintechs are years ahead in integrating AI, automation and data into the core of the business — and what continues to escape the majority of companies.
How data, legacy systems and organizational culture condition results, and what the financial sector has learned to overcome these barriers.
How AI is transforming segmentation, personalization and automation, and why AI Agents will redefine the role of CRM in the coming years.
Graduated in Management and with a 19-year background in the financial sector, Rui Murta is a leader in Consumer Credit marketing at Novo Banco, where he has worked since 2013 in the development of data-driven commercial and marketing strategies. His experience also covers the development of commercial teams in retail banking, with a focus on the mass market segment.
Currently completing his PhD in Management at the European University, he has a Master's degree in Marketing, a Degree in Management and a Bachelor's degree in Accounting and Administration. He is a guest professor at ISCAC and IPAM, where he coordinates a postgraduate course in AI applied to Marketing and Sales.
Author of several academic publications and books, he stands out for his specialization in MarTech, CRM, automation and Artificial Intelligence applied to marketing, transforming innovation into practical strategies in the financial sector.
