EPISODE 257- When Your Banker is a Bot: BNP Paribas' Global CMO of Personal Finance Beyza Koyas on Keeping AI-Powered Finance Human

Beyza Koyas is the Global Chief Marketing Officer at BNP Paribas Personal Finance, one of Europe's leading consumer finance companies serving over 25 million customers. She started her career as a mechanical engineer before discovering her real passion lies in understanding people, which eventually took her across Turkey, the UK, and France in roles spanning marketing, sales, product development, and business transformation. Over the past four years at BNP Paribas Personal Finance, she has gone from building pan-European banking partnerships to leading the company's entire global marketing, innovation, customer experience, and analytics function. She is known for her belief that great marketing is not about noise, it is about translating what people genuinely need into products and experiences they can actually trust. A lifelong learner who believes AI is fundamentally changing how we think, work, and lead, Beyza brings a rare combination of commercial sharpness and deep human curiosity to everything she does.On The Menu:How embedded finance now goes beyond financing a purchase Three major shifts agentic AI brings to financial servicesWhy 8 in 10 customers want to delegate to AI BNP Paribas Personal Finance's network of 30,000+ partners Her advice: do AI business, but stay human-centric The accidental path from engineering into banking and marketing Cultural differences between France and UK working styles