For consumers in Türkiye, questions like these could become increasingly important as AI plays a greater role in financial decision-making. New Experian research, conducted with Forrester Consulting, found that 76% of respondents in Türkiye see an AI agent favouring certain brands or providers as a leading risk. At the same time, consumers clearly recognise what the technology could offer: 82% believe an AI agent could help them avoid missing important details such as hidden fees or contract terms.
The findings point to an interesting challenge for financial institutions. AI could make financial choices easier to navigate, but consumers will also need confidence that the choices being presented to them are fair and understandable.
AI could help consumers see what they might otherwise miss
Consumers in Türkiye see several practical benefits from AI agents. Some 85% believe an agent could help them compare more options than they could manually, while 84% believe it could help them find better prices or rates. Another 83% see value in AI helping them avoid overlooking important details such as fees or contract terms. That is a useful proposition in financial services.
An AI-supported service could potentially review information across multiple providers, organise relevant options and draw attention to differences that matter to the consumer.
The value is not simply finding more products. It is helping someone understand what is different about them. Across the wider regional study, Experian found that LLMs are already becoming another layer through which consumers research, compare and understand financial products.
For banks and lenders, that means an AI-generated interpretation of a product could increasingly influence whether a consumer considers it at all. But who decides what the AI shows you?
This is where Türkiye’s findings become particularly interesting.
Consumers’ leading concern is an agent favouring particular brands or providers, identified by 76% of respondents. That concern gets to the heart of an emerging issue in AI-assisted financial services. Comparison only creates value if consumers have confidence in how that comparison was made. If an AI agent recommends three credit products, a consumer may reasonably want to know why those three appeared. What information was considered? Were other products available? Is the recommendation based on price, eligibility, suitability or another factor? Does the agent have any relationship with the provider being recommended?
This does not mean AI-generated financial recommendations are inherently biased. It means transparency around how options are selected could become part of earning consumer trust. For financial institutions, there is another side to the question. If AI tools increasingly mediate financial-product discovery, lenders need to make sure their own product information is clear, accurate and current enough to be interpreted correctly.
Consumers are relatively open to AI doing more
Türkiye also stands out when we move from AI helping with information towards agents potentially taking action. Sixty-two percent of respondents are comfortable with an AI agent applying for a loan or credit card on their behalf, compared with 54% across the full regional study. But, as we have seen across other markets, being comfortable with an agent supporting an application does not mean consumers want to surrender all control. When asked about autonomy during a loan or credit-card application, 35% would want recommendations only. Another 35% would allow an agent to act after receiving their approval, while 26% would allow it to act when predefined rules were met. Only 3% would give it full autonomy. That is a useful distinction.
Consumers appear open to delegation, but the preferred model is overwhelmingly one where boundaries still exist.
Trust could favour established financial relationships
There is another finding that should matter to financial institutions in the market. Seventy-six percent of respondents would feel more comfortable using a GenAI tool provided by or connected to a financial provider they already trust. That suggests established financial institutions have an opportunity. Consumers may use general-purpose AI tools to understand financial products, but banks, lenders and other trusted providers can potentially offer something different: AI experiences connected to an existing financial relationship, supported by known identity, data and security controls.
The opportunity is not simply to put a chatbot on a banking app. It is to consider how AI could help consumers understand their options while making the basis of those recommendations clearer and keeping important decisions under their control.
What should financial institutions be thinking about?
Türkiye’s findings raise two related challenges. The first is visibility. If consumers increasingly use AI to compare financial products, lenders need information that AI-supported services can find, understand and accurately interpret. The second is impartiality and trust.
As AI moves from presenting information towards recommending and potentially acting on options, consumers will want confidence that those actions reflect their interests and permissions.
Financial institutions should therefore be thinking about questions such as: What information is an agent using? Can the consumer understand why an option has been recommended? Is the agent genuinely authorised to act for that person? What information can it access? And which actions require explicit approval?
Experian’s wider research identifies identity, consent, fraud prevention, explainability, auditability and liability as important parts of the trust layer required between consumers, agents and financial institutions. For Türkiye, explainability could have particular significance.
Consumers clearly recognise AI’s ability to help them navigate more information and potentially find better financial options. They are also relatively open to allowing agents to support more of the journey. But if AI increasingly influences which provider gets considered and which product gets chosen, simply providing an answer may not be enough. Consumers may increasingly want to understand why that answer was put in front of them in the first place.