For me, the guardrails start with transparency and fairness. Customers should understand why they’re receiving certain messages or offers, and the data logic behind it needs to be free from bias.

I always make sure human oversight is always present. AI can flag accounts or suggest strategies, but final actions that impact a customer’s financial situation should have a review and approval process.

Strong governance also helps, data privacy, compliance with regulatory requirements, and clear escalation protocols. These guardrails keep AI as a tool to assist, not replace, ethical decision-making.