Sarp Demiray on Customer Service: What Technology Promised and Delivered-Until Now

In a recent essay, EMBank CEO Sarp Demiray critiques the legacy of impersonal digital banking tools and calls for a renewed focus on genuine service, powered but not overshadowed by AI.

For years, the banking sector promised that digital transformation would bring customers closer to their banks. Instead, as Sarp Demiray argues in his latest thought piece, it often pushed them further away. Published on LinkedIn Pulse under the title "Are You Being Served? AI, Customer Service, and the Quality of Banking", Demiray offers a measured yet pointed critique of how the industry has misunderstood both service and technology.

From early mobile apps to automated help desks, the sector's focus has been clear: reduce costs, scale operations, and automate the experience. But as Demiray writes, "the customer often became secondary to the process." Faceless chatbots and rigid decision trees became the standard interface for people seeking help, not because they were better, but cheaper.

"Much of what we called 'customer service' was in fact customer redirection," Demiray notes. "People were guided away from help, not towards it." That legacy, he argues, has created a kind of digital fatigue among customers, who now approach even the most advanced tools with scepticism.

Yet amidst this sobering reflection, Demiray sees potential for change, driven by artificial intelligence. Unlike the scripted bots of the last decade, new AI models can adapt, interpret tone, remember previous interactions, and offer responses that resemble real conversation. "AI, finally, has the ability to act in service of service," he writes.

Importantly, Demiray cautions against uncritical adoption. The promise of AI lies not in replacing human contact but in supporting it-making service teams more capable, not invisible. "Technology should not create distance. It should close the gap," he writes.

At the core of his message is a reminder that banking remains, fundamentally, a trust-based relationship. Tools can help restore that trust, but only if deployed with care, purpose, and humility. "The most powerful question any bank can ask today isn't 'what can we automate?' It's 'how can we serve better?'" he concludes.

About Sarp Demiray
Sarp Demiray is the Chief Executive Officer of European Merchant Bank (EMBank). With over two decades of leadership in banking and financial technology, he is widely recognised for his insight into how digital tools can be aligned with human-centric values in finance.

About European Merchant Bank (EMBank)
European Merchant Bank (EMBank), headquartered in Vilnius, Lithuania, is a specialised bank licensed by the European Central Bank. EMBank provides banking services for local SMEs and fintechs across the globe, with a strong focus on tailored financial solutions, regulatory compliance, and digital innovation. Its core offerings include business lending, international payments, and Banking-as-a-Service infrastructure. The bank is committed to building trust through secure, efficient, and customer-focused service.
Read Sarp Demiray's full article on LinkedIn: "Are You Being Served?": https://www.linkedin.com/pulse/you-being-served-ai-customer-service-quality-banking-sarp-demiray-vymhf/

Media Contact
Company Name: European Merchant Bank (EMBank)
Contact Person: Dilek Isik
Email: dilek.isik@em.bank
Country: Lithuania
Address: Pirkliu Klubas, Gedimino 35, 01119, Vilnius, Lithuania
Website: https://em.bank/

European Merchant Bank (EMBank) is a specialized bank licensed by the European Central Bank, dedicated to empowering businesses and driving financial innovation. Founded in Vilnius, Lithuania, EMBank combines extensive banking expertise with modern digital banking solutions to meet the evolving needs of corporate clients and FinTech companies.

This release was published on openPR.