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Banks must adapt to disruptions from payments, technology and e-commerce companies by creating their own digital ecosystems and leveraging emerging technologies such as generative AI. Collaboration with fintechs and technology providers is key to access expertise in these areas. Banks are evolving their business models to offer banking-as-a-service and enable embedded finance within their own products and services. Improving personalized and embedded customer experiences is a top priority, with banks seeking to differentiate on customer experience rather than products in the next five years. Customer centricity is driving banks to offer more ESG propositions and provide capital to environmentally friendly projects.