As banks expand data-driven personalization, customer expectations for relevant, timely experiences continue to rise alongside concerns about privacy, transparency, and the ethical use of AI. Institutions must balance personalization with trust, as poorly executed use of data can quickly erode customer confidence. This session explores how banks can deliver hyper-personalized experiences across servicing, offers, and financial wellness initiatives while reinforcing trust. Gain practical insight into consent management, explainable AI, and transparent data practices that enable relevance without feeling intrusive.