Citizens Financial Group is “reimagining” itself for the AI age, the company announced as it unveiled its second-quarter earnings. “We’ve commenced work on a project we are calling ‘Reimagining the Bank,'” CEO Bruce Van Saun said. “The objective is to redesign how we serve customers and run the bank, taking advantage of new technologies like [generative] AI and agentic AI.” Van Saun said the initiative will take several years, and will be led by Citizens President Brendan Coughlin. Over the long run, Van Saun said, the project will require adopting new technologies, making “changes to our organizational model” and training employees in new skills. Beyond that, the CEO offered few specifics. At least so far, the “Reimagining” project appears to be less about creating something new than about performing existing work more efficiently. As AI rapidly grows more sophisticated, Citizens believes it can help with the streamlining. According to the CEO, areas that could benefit from this technology include customer service, fraud prevention, anti-money laundering, and loan origination, monitoring and servicing. In particular, Van Saun believes call centers are a prime target.