Banks such as Citigroup, Regions and TD have decided they need to offer mobile customers truly customized experiences. They are experimenting with different ways of doing so that come across as helpful without being intrusive.
In experimenting with a chatbot on its mobile app, TD Bank will have to tackle the same issue facing several of its rivals — how to automate conversations with consumers and decide at what point it’s time to switch to a human.
When Apple or Google releases a new version of its operating system, banks are forced to respond by updating their mobile apps—running just to stay in place. Next month's release from Apple is especially challenging.