Banks rethink messaging for Gen Z's eight-second attention

Al can help financial institutions' marketing teams get the job done.

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The most effective marketing campaigns should bring the right message within eight seconds, and artificial intelligence (AI) can help financial institutions do just that, according to an Adobe, Inc. consultant.

"AI is no longer just a buzzword, but a real lever to elevate experience and deal with problems," Jeff Wee, a senior solution consultant at Adobe, told the Asian Banking & Finance and Insurance Asia 2025 Malaysia Summit in April.

Right message

Sending the right message to customers at the right time is critical especially in an era of shrinking attention spans, he pointed out.

“The average attention span of a Gen Z individual is now down to just eight seconds,” Wee said. “It's even shorter than the attention span of a goldfish,” he added.

“We need to ensure we send the right message to the right person at the right time, and be able to do this automatically and at scale,” he told the summit attendees.

Adobe, known for Adobe Photoshop, its flagship software for photo editing and graphic design, uses AI through its Adobe Sensei platform to automate complex tasks like image editing, content tagging, and personalised marketing.