The research conducted by Provenir, a global leader in AI-driven decisioning solutions, surveyed nearly 200 senior decision-makers from financial institutions worldwide. The study explores key challenges in risk decisioning, investment priorities, and opportunities for AI innovation across the customer lifecycle.
More than half of participants plan to increase investments in AI-driven and embedded intelligence risk decisioning solutions throughout 2025 and beyond. Currently, about 60% of respondents report difficulty deploying and maintaining decisioning models. Additionally, 55% recognize AI’s potential to streamline strategic decisions and deliver performance improvement insights, while 53% see its value in automatically tuning models for more accurate outcomes.
Top decisioning priorities include real-time, event-driven decisions (65%), removing friction in the customer journey (44%), and improving customer lifetime value (44%).
Data integration remains one of the biggest obstacles across organizations. Over 50% of respondents say the challenge lies in easily integrating data sources into decisioning processes. Many are also hindered by operating multiple systems—59% cite disruption of data flow and lack of unified insights, 52% face operational inefficiencies, and 28% report inconsistent customer experiences as a result.
In the area of fraud prevention, 37% of those surveyed struggle with efficiently orchestrating data for application fraud prevention, particularly when it comes to ingesting and integrating new data sources. Moreover, 36% face challenges utilizing AI and machine learning for fraud detection. Nearly one-third agree that integrating fraud and credit risk data is critical to developing comprehensive fraud prevention strategies.
“Financial institutions are keenly aware of today’s increasingly complex threat landscape and must adopt new approaches for improved risk decisioning and fraud prevention across the customer lifecycle while providing frictionless and personalized customer experiences,” said Carol Hamilton, Chief Product Officer, Provenir. “With an AI decisioning platform more closely aligning credit and fraud risk teams, financial services executives can ensure holistic, end-to-end decisioning with a complete view of customers across the entire lifecycle.”
This survey was conducted between November and December 2024 and gathered insights from respondents in North America, EMEA, Latin America, and the Asia Pacific, all holding managerial, director, vice president, or higher-level positions.
