In an increasingly digital world, Ahmed Abdelaal, Group Chief Executive at Mashreq, explains how emotional intelligence and the emergence of Emotional AI can strengthen—rather than diminish—the human side of banking.
As the financial landscape continues to evolve, the integration of advanced digital technologies with emotional intelligence is no longer optional—it is essential. Across the MENA region, banks are embedding human touchpoints into digital experiences, recognizing that while technology has transformed how banking operates, its foundation remains deeply human.
People want to be understood, to simplify their lives, and to use their time more efficiently. This creates a powerful opportunity for banks to move beyond offering standalone products in an already crowded marketplace. The real value lies in aligning closely with customers’ lives—their needs, aspirations, values, and daily experiences.
Imagine a financial partner that anticipates your next requirement: reminding you of an upcoming bill, suggesting travel insurance as you plan a trip, or guiding you on investments and protection aligned with long-term life goals. This type of real-time, contextual support—delivered seamlessly across digital channels rather than confined to a single banking app—represents the next evolution of digital banking.
Deepening emotional connections through technology
The next frontier is not just digital convenience, but empathetic banking: becoming an omnipresent financial partner that understands, anticipates, and supports customers in real time, enabling financial well-being without the need for constant effort on the customer’s part.
Strong emotional connections deliver proven benefits. Customers who feel emotionally engaged with their bank are less sensitive to pricing, more likely to adopt additional services, and more inclined to recommend their bank to others. Research consistently shows that emotional bonds drive higher customer lifetime value, deeper engagement, and greater long-term stability for financial institutions.
Understanding the emotional journey of money
Managing money is inherently emotional. It involves anxiety during periods of uncertainty, relief during stability, and fulfillment when long-term goals are achieved. Recognizing that financial decisions are influenced by emotions is fundamental to building meaningful relationships.
Customers seek more than functional solutions; they want reassurance, empathy, and trust. They want to believe their bank genuinely cares about their future and understands the challenges they face. Emotional resonance, therefore, is not a “nice to have” but a core component of effective financial services.
Designing emotional engagement in digital channels
While traditional branch interactions naturally foster emotional connection, digital platforms must now recreate this experience through intentional design. Historically, relationship managers built deep personal connections with a limited customer base. In today’s digital environment, achieving the same level of engagement requires thoughtful strategy and customer-centric innovation.
At Mashreq, customers are involved early in the design process to ensure their perspectives, needs, and emotions are embedded into digital journeys. Advanced data analytics and artificial intelligence enable a holistic understanding of customer behavior and lifestyle, allowing services to be personalized in a way that feels intuitive and empathetic.
This approach allows banks to adapt touchpoints dynamically as customer needs evolve. Initiatives such as environmentally focused banking solutions and sustainability-driven partnerships also help strengthen emotional connections with customers who share those values.
Mashreq continues to invest in emerging models such as open banking, which gives customers greater control over their financial data, and banking-as-a-service, which extends banking capabilities through trusted third-party platforms.
Even digitally native customers value human interaction, especially when dealing with complex or sensitive financial matters. Features such as video banking, voice support, and real-time co-browsing with advisors help replicate face-to-face interactions, building trust and confidence within digital channels.
The rise of Emotional AI
Looking ahead, Emotional AI has the potential to redefine banking experiences. By detecting and responding to emotional cues in real time, this technology can tailor interactions that are not only financially relevant but emotionally aligned. A banking app that adapts its tone, recommendations, and support based on a customer’s emotional state could deliver truly personalized engagement.
Implementing Emotional AI requires thoughtful use of customer interaction data to train models that recognize emotional signals, as well as dynamic interface design that responds seamlessly to those insights. Equally important is a strong commitment to ethical standards, data protection, and privacy.
Mashreq’s digital innovation efforts are supported by its digital studio, where cross-functional teams work to enhance customer experiences across retail and corporate banking. Platforms such as NEOBiz provide integrated ecosystems for SMEs and startups, addressing a wide range of financial needs.
As Mashreq continues to advance its digital capabilities, operational resilience remains central to its strategy. Integrating emotional intelligence into platforms and interactions ensures that banking experiences are not only efficient and reliable, but also empathetic and human—defining the next chapter of digital banking.
