Banks and fintechs are turning to AI to help improve customer experiences, but the quality and accessibility of their data are becoming critical to successful implementation. For credit unions, which often compete with larger banks operating with significantly greater technology budgets, AI presents an opportunity to deliver more personalized services, anticipate member needs, and reduce friction across digital channels. But in order to reach those benefits, firms need to start by building the data infrastructure needed to support them.

At FinovateFall 2026, we sat down with Courtney Rowan, then Chief Digital and Transformation Officer at Citadel Credit Union, to discuss how credit unions can use AI, customer data platforms, and modernized infrastructure to transform member experiences. During our conversation, we explored the shift from reactive banking to proactive financial services, the role of unified member profiles in delivering individualized experiences, and why credit unions’ organizational agility could give them an advantage as AI reshapes the competitive landscape.

“I’m a true believer that the data has to be rectified first,” said Rowna. “I think without the data being organized, you’re going to get a great piece of technology and it’s not going to be able to execute what you need.”

Rowan has spent more than two decades at Citadel Credit Union, beginning her career as a call center representative in 1999. She subsequently held roles in branch operations, marketing, and digital experience, eventually becoming Vice President of Digital Experience. In May 2024, she was promoted to Chief Digital and Transformation Officer, where she helped lead the credit union’s digital strategy and broader business transformation initiatives.

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