How finance leaders can understand customer behavior to create value

In this episode of the Better Finance: CFO Insights podcast, host Myles Corson interviews Rory Sutherland, Vice Chairman of the advertising agency Ogilvy UK. Drawing on his extensive experience in behavioral economics, Rory encourages finance professionals to develop a mindset that balances certainty and opportunity. Rory explores the finance sector's demand for absolute certainty, which can often hinder innovation and impact decision-making. He advocates for a probabilistic approach to finance, where understanding potential outcomes and embracing uncertainty can lead to greater innovation and value creation. The conversation also touches on the role of artificial intelligence (AI) in transforming finance, highlighting the need for finance leaders to adapt and leverage AI to free up time for strategic thinking.   © 2025 Ernst & Young Global Limited