THE FINTECH INTERVIEW
“ The first introduction of the World Wide Web forced a fundamental rethink of how companies operated”
Dave Murphy Head of Financial Services – EMEA & APAC Publicis Sapient
Dave stresses the importance of context, as the data you output is only as good as the data you input.“ If you get the context right, the workflow itself changes fundamentally,” he says.“ Rather than simply having an agent assist you, you as a human are instructing a set of agents to do the work. That’ s a different workflow and what I think is the critical decision point for any fintech or bank – which of those two approaches you take determines when you’ ll realise the benefits.”
How are fintechs adapting? In a modern world, it’ s easy to see that AI has become pivotal for strategy, everyday action and workflow. The next step in long sought-after automation, AI has gradually nestled its way into key global banking moves, cross-border payment rails and even trading workflows. Dave explains:“ This is an interesting time to be a fintech. You have to separate the hype from the reality. If you listen to the hype, every business that provides software
32 September 2026