As GenAI capabilities accelerate, Amex is reshaping its strategy to focus on how intelligent agents can drive internal workflows and power the next generation of customer experiences. To support fast experimentation, strong security, and policy enforcement, Amex developed an “enablement layer” that allows for rapid development without sacrificing oversight. Within this system is Amex’s concept of modular “brains”—a framework in which agents are required to consult with specific “brains” before taking action. These brains serve as modular governance layers—covering brand values, privacy, security, and legal compliance—that every agent must engage with during decision-making. Each brain represents a domain-specific set of policies, such as brand voice, privacy rules, or legal constraints and functions as a consultable authority. By routing decisions through this system of constraints, agents remain accountable, aligned with enterprise standards and worthy of user trust. Hillary Packer, EVP and CTO at American Express stressed the need to move quickly, but with intent. “Don’t wait for a bake-off,” Packer advised. “It’s better to pick a direction, get something into production, and iterate quickly, rather than delaying for the perfect solution that may be outdated by launch time.”