James White’s Takeaways from ABA Bank Marketing 2023: AI, Data Strategy, and Deposit Innovation

The 2023 ABA Bank Marketing conference in Austin, Texas brought together hundreds of industry experts, including Total Expert’s General Manager of Banking James White. James went big in Texas to discuss the latest trends in banking and fintech. Here are some key takeaways from his experience: 

Generative AI takes center stage 

One of the major highlights of the conference was the growing prominence of Generative AI in the banking industry. It’s becoming increasingly evident that banks are recognizing the immense potential of AI-driven content generation for marketing and customer engagement. This technology has the power to revolutionize how banks communicate with their customers and prospects. 

However, many banks are struggling to find a clear path from their current state to one where they can effectively leverage Generative AI. To overcome this challenge, collaboration with key partners and experts in the field will be essential. James noted that the industry is at a turning point, and the banks willing to invest time and resources as early adopters of Generative AI will reap the benefits as the technology grows and they find creative ways to leverage it for customer relations and marketing operations. 

Data strategy is crucial 

Another key takeaway from the conference was the importance of developing a robust data strategy. Banks are realizing that effective data utilization is a prerequisite for successful AI initiatives. Before diving headfirst into AI adoption, institutions are recognizing the need to partner with third-party experts who can help them harness the power of their data effectively. Currently, AI is only as useful as the data and prompts it receives, so ensuring that you have “clean data” will make your transition into the world of Generative AI more rewarding. James emphasizes that it’s essential to take a gradual “crawl, walk, run” approach to maximize the benefits of data-driven AI solutions. 

Creative deposit strategies 

Banks are actively exploring innovative ways to attract deposits—with a primary focus on internet banking solutions. However, the real challenge lies in making these deposits sticky. The conference shed light on the need for innovative strategies and technologies that ensure customers remain loyal and engaged when bringing new deposits to a bank. These creative deposit strategies are seen as pivotal in contributing to long-term success in the banking industry. 

James White encouraged attendees to continue the conversation on how data can empower deeper relationships with customers. In an era of rapidly evolving technology and customer expectations, the insights shared at ABA Bank Marketing emphasized the importance of staying at the forefront of these transformative trends. 


The ABA Bank Marketing conference served as a platform for industry leaders like James White to share their insights into the evolving landscape of banking and fintech. Generative AI, data strategy, and innovative deposit solutions are set to play crucial roles in the future of banking. Embracing these trends and collaborating with the right partners will be the key to achieving success in this dynamic industry. 

For further discussions on how your bank can leverage data and technology to foster deeper relationships with your customers, connect with the Total Expert team