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Execs at AmEx Digital Labs, the company’s innovation arm, say they likely won’t launch their own LLM and will instead rely on integrating existing offerings

The wave of new business products and services launching with generative artificial intelligence ( generative AI) features isn’t slowing down, but many established companies are taking a measured approach when evaluating how to use and deploy the technology. 

Among those exploring AI for business is American Express (AmEx), the financial services, credit card and remote concierge giant. Founded in the United States in 1850 originally as a physical goods delivery company, AmEx has transformed itself into a global fintech leader, steadily embracing new technologies throughout its nearly two centuries of existence.

Now, confronted with the recent rollout and drumbeat of hype around OpenAI’s ChatGPT, Google’s Bard, Anthropic’s Claude and similar generative AI products built atop large language models, AmEx sees opportunity to use these technologies to better improve its customer experience across its credit cards and bank offerings for businesses and individuals.


American Express (AmEx) has recently taken steps to cautiously delve into the world of generative artificial intelligence (AI) within the field of fintech. Generative AI is a valuable type of AI that is able to create its own content. AmEx hopes that this technology will revolutionize their services in the future, though they are proceeding with caution.

Generative AI systems are powerful tools that can be used to develop unique applications. Programs such as these can assist with tasks that are traditionally done by humans, such as composing music and creating icons, while reducing the amount of time required to do so. For AmEx, one of the uses of this technology that has been explored is to help create deeper insights into customer behaviour so that the company can better cater to their needs.

The primary method of integrating generative AI into fintech has been through AmEx’s Leap initiative. This program is focused on developing small-scale projects that involve experimental finance technology. This technique is initially being used to customize credit card rewards programs, and to help customers save money when they shop. In this way, AmEx integrates AI into its offerings to provide a tailored experience for consumers.

AmEx is exploring the use of generative AI as a way to revolutionize the fintech sector. This technology holds potential to provide new and improved services to customers, and AmEx is eager to capitalize on it. However, the company is moving slowly in its trials of generative AI, as they recognize the importance of safety and security associated with this type of technology. Despite the slow progress so far, AmEx is optimistic that AI will eventually help them to create more innovative solutions for their customers.

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