Artificial intelligence (AI) is the latest in a long line of technologies to play a part in the digital transformation of the financial services industry. The potential of this technology is vast: it can cut costs, provide human and systemic efficiencies, boost customer experience, promote loyalty and boost returns. According to business research firm Gartner, the two key components of AI – machine learning and deep learning – will be adopted as the norm within the next two to five years. There is real impetus and enthusiasm for organisations to adopt these technologies. Andy Pardoe, principal director of AI at Accenture Digital UK&I, says: "AI can be used across the entire value chain, from first contact with a potential new customer all the way to providing additional services to long-term customers. This is happening across the front, middle and back office functions."