FIs are transforming branches into dynamic hubs that merge technology with human expertise. Despite digital growth, over 40% of consumers still visit branches for account openings and loans, making seamless connected channel experiences crucial. Traditional transaction-focused branches are becoming advisory centers where automation handles routine tasks while staff focus on relationship-building and complex problem-solving. Moreover, AI has the power to change how branches operate, offering innovative solutions to enhance efficiency, customer satisfaction, and revenue growth. This session explores proven strategies for modernizing branch operations, enhancing employee capabilities through intelligent data integration, and implementing flexible service models that deliver technology's convenience alongside invaluable face-to-face guidance across all touchpoints.