By Jeff Rendel
Artificial intelligence isn’t lurking on the edge of the credit union world; it’s already shaping how we engage members, run operations, and think about the future.
Some credit unions are cautiously watching from the sidelines. Others are asking big, bold questions. And a few are already knee-deep in testing, learning, and leading.
Wherever you fall, one thing is clear: AI is not a passing trend. It’s the next evolution of how credit unions deliver value. And how you respond, strategically, ethically, and creatively, could define your next decade.
At the core of the 10X Credit Union system is a simple idea: evolve with clarity, lead with courage, and amplify the value you bring to members. AI is a powerful tool in this equation; not because it’s shiny or new, but because it offers real potential for relevance, efficiency, and meaningful connection.
From Uncertainty to Intentional Action
Yes, there’s fear. But often, fear is just excitement without a plan. AI can feel overwhelming, especially when it seems like everyone else already has it figured out. The truth? Most credit unions are still early in the journey. What separates the leaders isn’t technical expertise; it’s a mindset.
Boards can lead by defining broad principles: ethical use, transparency, people-first design. From there, executive teams can translate those values into practical policies and smart experimentation. Don’t rush to build guardrails that stop movement. Instead, create guidance that supports learning and measured progress.
Going Beyond Buckets
We used to be proud of our segmentation strategies. Now? That’s table stakes. AI allows us to move from segmentation to true personalization—from offering products to solving problems in real time.
One 10X Credit Union launched an AI-powered financial wellness tool for younger members. What started as a digital assistant quickly became a smart financial coach: one that offered budgeting tips, recommended products, and nudged savings habits based on individual behaviors. Members felt seen. Usage soared. And perhaps most important of all, the tool wasn’t just efficient; it was deeply human in how it delivered value. AI provided the engine, but the strategy and heart came from the credit union.
The Real Question to be Asking
Here’s the mistake too many boards and leaders are making: seeing AI as just another tech expense. That’s small-ball thinking. This is about strategy. Culture. Future relevance.
Every executive leader should be asking, “What is my AI strategy?” Not “What tool should we buy?” or “How do we keep up?” Instead: “How does AI support and accelerate our credit union’s vision?” Because members and employees are already interacting with AI every day. The only question is whether they’ll get better experiences from you or somewhere else.
The Risk of Standing Still
We’ve seen what happens to organizations that ignore major shifts in technology. They don’t just fall behind; they lose relevance. But here’s the opportunity: AI can level the playing field. You don’t need a billion-dollar budget to deliver meaningful, modern experiences. You just need courage, curiosity, and a strategy that aligns with your mission.
What to Do Now
Don’t wait for a perfect roadmap. Use the next few months to explore a few key use cases like member engagement, fraud detection, or personalized marketing. Ask smart questions about impact, outcomes, and intent. Focus on how AI can enhance your service model, not replace it.
Above all, treat AI as the evolution of analytics; a chance to move from mass messaging to member intimacy. This isn’t a tech trend. It’s an operational and strategic shift that touches every part of your organization.
AI isn’t optional. Not anymore. The only question is how you’ll lead with it – boldly, ethically, and in full alignment with the mission you’ve always served. Credit unions were built on trust, empathy, and empowerment. AI, in the right hands, just might be the next great tool to deliver all three.
Jeff Rendel, CSP, is President of Rising Above Enterprises. He delivers high-performance consulting and strategic planning for credit unions nationwide. Learn more at www.jeffrendel.com; email [email protected]; or call/text 951.310.7275.