{"id":67242,"date":"2026-09-07T04:55:39","date_gmt":"2026-09-07T08:55:39","guid":{"rendered":"https:\/\/outgrow.co\/blog\/?p=67242"},"modified":"2026-09-07T07:36:29","modified_gmt":"2026-09-07T11:36:29","slug":"marketer-of-the-month-podcast-episode-258-when-your-banker-is-a-bot-bnp-paribas-global-cmo-of-personal-finance-beyza-koyas-on-keeping-ai-powered-finance-human","status":"publish","type":"post","link":"https:\/\/outgrow.co\/blog\/podcast-beyza-koyas","title":{"rendered":"Marketer of The Month Podcast- EPISODE 258: When Your Banker is a Bot: BNP Paribas&#8217; Global CMO of Personal Finance\u00a0Beyza\u00a0Koyas\u00a0on Keeping AI-Powered Finance Human"},"content":{"rendered":"<div class=\"new-blog-post-content\">\n<h1><span class=\"ez-toc-section\" id=\"EPISODE_258_Marketer_of_the_Month_Podcast_with_Beyza_Koyas\"><\/span><strong>EPISODE 258: Marketer of the Month Podcast with <span class=\"il\">Beyza<\/span>\u00a0<span class=\"il\">Koyas<\/span><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h1><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_62 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a9ea206edcc7\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a9ea206edcc7\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/outgrow.co\/blog\/podcast-beyza-koyas\/#EPISODE_258_Marketer_of_the_Month_Podcast_with_Beyza_Koyas\" title=\"EPISODE 258: Marketer of the Month Podcast with Beyza\u00a0Koyas\">EPISODE 258: Marketer of the Month Podcast with Beyza\u00a0Koyas<\/a><ul class='ez-toc-list-level-2' ><li class='ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/outgrow.co\/blog\/podcast-beyza-koyas\/#When_Your_Banker_is_a_Bot_BNP_Paribas_Global_CMO_of_Personal_Finance_Beyza_Koyas_on_Keeping_AI-Powered_Finance_Human\" title=\"When Your Banker is a Bot: BNP Paribas&#8217; Global CMO of Personal Finance\u00a0Beyza\u00a0Koyas\u00a0on Keeping AI-Powered Finance Human\">When Your Banker is a Bot: BNP Paribas&#8217; Global CMO of Personal Finance\u00a0Beyza\u00a0Koyas\u00a0on Keeping AI-Powered Finance Human<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/outgrow.co\/blog\/podcast-beyza-koyas\/#The_Intro\" title=\"The Intro!\">The Intro!<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/outgrow.co\/blog\/podcast-beyza-koyas\/#Dont_have_time_to_read_No_problem_just_watch_the_Podcast\" title=\"Don\u2019t have time to read? No problem, just watch the Podcast!\">Don\u2019t have time to read? No problem, just watch the Podcast!<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/outgrow.co\/blog\/podcast-beyza-koyas\/#Or_you_can_just_listen_to_it_on_Spotify\" title=\"Or you can just listen to it on Spotify!\">Or you can just listen to it on Spotify!<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/outgrow.co\/blog\/podcast-beyza-koyas\/#The_Rapid_Fire_Round\" title=\"The Rapid Fire Round!\">The Rapid Fire Round!<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n<p>Hey there! Welcome to the <strong><em>Marketer Of The Month<\/em><\/strong> blog!<\/p>\n<p><span style=\"font-weight: 400;\">We recently interviewed <span class=\"il\">Beyza<\/span>\u00a0<span class=\"il\">Koyas<\/span> for our monthly podcast &#8211; \u2018<\/span><a href=\"https:\/\/podcasts.apple.com\/cz\/podcast\/marketer-of-the-month\/id1481977557\"><span style=\"font-weight: 400;\">Marketer of the Month<\/span><\/a><span style=\"font-weight: 400;\">\u2019! We had some amazing, insightful conversations with <span class=\"il\">Beyza<\/span>, and here\u2019s what we discussed about-<\/span><\/p>\n<p>1. <span style=\"font-weight: 400;\">How embedded finance now goes beyond financing a purchase<\/span><\/p>\n<p>2. <span style=\"font-weight: 400;\">Three major shifts agentic AI brings to financial services<\/span><\/p>\n<p>3. <span style=\"font-weight: 400;\">Why 8 in 10 customers want to delegate to AI<\/span><\/p>\n<p>4. <span style=\"font-weight: 400;\">BNP Paribas Personal Finance&#8217;s network of 30,000+ partners<\/span><\/p>\n<p>5. <span style=\"font-weight: 400;\">Her advice: do AI business, but stay human-centric <\/span><\/p>\n<p>6. <span style=\"font-weight: 400;\">The accidental path from engineering into banking and marketing <\/span><\/p>\n<p>7. <span style=\"font-weight: 400;\">Cultural differences between France and UK working styles <\/span><\/p>\n<h3><strong>About our host:<\/strong><\/h3>\n<p><b>Dr. Saksham Sharda<\/b><span style=\"font-weight: 400;\"> is the Chief Information Officer at <\/span><a href=\"https:\/\/outgrow.co\/\"><b>Outgrow.co<\/b><\/a><span style=\"font-weight: 400;\"> He specializes in data collection, analysis, filtering, and transfer by means of widgets and applets. Interactive, cultural, and trending widgets designed by him have been featured on TrendHunter, Alibaba,\u00a0 ProductHunt, New York Marketing Association, FactoryBerlin, Digimarcon Silicon Valley, and at The European Affiliate Summit. <\/span><\/p>\n<h3><strong>About our guest:<\/strong><\/h3>\n<div class=\"cardSection animateBottomTop\">\n<div class=\"Question-main nav_btns s_0_q_0 top\">\n<div class=\"Question-mainInner\">\n<div class=\"Question-container\">\n<div class=\"ques-subheading smFont\">\n<div class=\"sec-heading\">\n<div class=\"epsiode-subheading\">\n<div class=\"cardSection animateBottomTop\">\n<div class=\"Question-main nav_btns s_0_q_0 top\">\n<div class=\"Question-mainInner\">\n<div class=\"Question-container\">\n<div class=\"ques-subheading smFont\">\n<div class=\"sec-heading\">\n<div class=\"epsiode-subheading\">\n<p><span style=\"font-weight: 400;\"><strong>Beyza Koyas<\/strong> is the Global Chief Marketing Officer at BNP Paribas Personal Finance, one of Europe&#8217;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.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"When_Your_Banker_is_a_Bot_BNP_Paribas_Global_CMO_of_Personal_Finance_Beyza_Koyas_on_Keeping_AI-Powered_Finance_Human\"><\/span>When Your Banker is a Bot: BNP Paribas&#8217; Global CMO of Personal Finance\u00a0<span class=\"il\">Beyza<\/span>\u00a0<span class=\"il\">Koyas<\/span>\u00a0on Keeping AI-Powered Finance Human<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h2><span class=\"ez-toc-section\" id=\"The_Intro\"><\/span><strong>The Intro!<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">Hi, everyone. Welcome to another episode of Outgrow&#8217;s Marketer of the Month. I&#8217;m your host, Dr. Saksham Sharda, and I\u2019m the creative director at Outgrow. co. And for this month, we are going to interview Beyza Koyas, who is the Global Chief Marketing Officer at BNP Paribas Personal Finance.<\/span><\/p>\n<p><b><i>Beyza Koyas: <\/i><\/b><span style=\"font-weight: 400;\">Great to be here. Thank you.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Dont_have_time_to_read_No_problem_just_watch_the_Podcast\"><\/span><strong>Don\u2019t have time to read? No problem, just watch the Podcast!<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><iframe loading=\"lazy\" title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/cp7HP4D8XmQ?si=TZdfE1Gy2_AsF9Lo\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>Challenge yourself with this trivia about the exciting topics <span style=\"font-weight: 400;\">Beyza Koyas<\/span>\u00a0covered in the podcast.<\/p>\n<p><a href=\"https:\/\/premade.outgrow.us\/beyza-koyas-quiz\" target=\"_blank\" rel=\"noopener\">Launch Interactive Quiz<\/a><\/p>\n<\/div>\n<div class=\"new-blog-post-content\">\n<h2><span class=\"ez-toc-section\" id=\"Or_you_can_just_listen_to_it_on_Spotify\"><\/span><strong>Or you can just listen to it on Spotify!<\/strong><iframe loading=\"lazy\" style=\"border-radius: 12px;\" src=\"https:\/\/open.spotify.com\/embed\/episode\/1S1z3TkI552XrTPYRAuzZC\/video?utm_source=generator&amp;si=96525b064d4843a5\" width=\"624\" height=\"351\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-testid=\"embed-iframe\"><\/iframe><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h2><span class=\"ez-toc-section\" id=\"The_Rapid_Fire_Round\"><\/span><b>The Rapid Fire Round!<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-38738 size-full\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2021\/07\/rapid-fire.gif\" alt=\"rapid fire\" width=\"320\" height=\"240\" \/><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> All right. So let&#8217;s start with the rapid-fire round just to break the ice. The first question is, at what age do you want to retire?<\/span><\/p>\n<p><b><i>Beyza Koyas:<\/i><\/b><span style=\"font-weight: 400;\"> Never.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> How long does it take you to get ready in the mornings?\u00a0<\/span><\/p>\n<p><b><i>Beyza Koyas:<\/i><\/b><span style=\"font-weight: 400;\"> One hour.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> Most embarrassing moment of your life?\u00a0<\/span><\/p>\n<p><b><i>Beyza Koyas:<\/i><\/b><span style=\"font-weight: 400;\"> I forgot what I had to say.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> Favorite color?\u00a0<\/span><\/p>\n<p><b><i>Beyza Koyas:<\/i><\/b><span style=\"font-weight: 400;\"> Blue.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> What time of day are you most inspired?\u00a0<\/span><\/p>\n<p><b><i>Beyza Koyas:<\/i><\/b><span style=\"font-weight: 400;\"> In the morning, very early.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\">\u00a0 How many hours of sleep can you survive on?\u00a0<\/span><\/p>\n<p><b><i>Beyza Koyas:<\/i><\/b><span style=\"font-weight: 400;\"> 5, but I wish one day I will say 7.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> The city in which the best kiss of your life happened?\u00a0<\/span><\/p>\n<p><b><i>Beyza Koyas:<\/i><\/b><span style=\"font-weight: 400;\"> Here in Paris. Oh, no, it&#8217;s not weird. I&#8217;m in Paris.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> Pick one, Mark Zuckerberg or Elon Musk?\u00a0<\/span><\/p>\n<p><b><i>Beyza Koyas:<\/i><\/b><span style=\"font-weight: 400;\"> Neither of them.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\">\u00a0 How do you relax?\u00a0<\/span><\/p>\n<p><b><i>Beyza Koyas:<\/i><\/b><span style=\"font-weight: 400;\"> Reading.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> How many cups of coffee do you drink per day?\u00a0<\/span><\/p>\n<p><b><i>Beyza Koyas:<\/i><\/b><span style=\"font-weight: 400;\"> Zero.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> A habit of yours that you hate?\u00a0<\/span><\/p>\n<p><b><i>Beyza Koyas:<\/i><\/b><span style=\"font-weight: 400;\"> Working a lot.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> The most valuable skill you&#8217;ve learned in life?\u00a0<\/span><\/p>\n<p><b><i>Beyza Koyas:<\/i><\/b><span style=\"font-weight: 400;\"> Try to understand others.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> Your favorite Netflix show?\u00a0<\/span><\/p>\n<p><b><i>Beyza Koyas:<\/i><\/b><span style=\"font-weight: 400;\"> Succession. Was this on Netflix?\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> Are you an early riser or a night owl?\u00a0<\/span><\/p>\n<p><b><i>Beyza Koyas:<\/i><\/b><span style=\"font-weight: 400;\"> Early riser. Sometimes night owl as well.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> One-word description of your leadership style.\u00a0<\/span><\/p>\n<p><b><i>Beyza Koyas:<\/i><\/b><span style=\"font-weight: 400;\"> Doing it together.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> Coffee or tea to kickstart your day?\u00a0<\/span><\/p>\n<p><b><i>Beyza Koyas:<\/i><\/b><span style=\"font-weight: 400;\"> Tea forever.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> Top priority in your daily schedule?\u00a0<\/span><\/p>\n<p><b><i>Beyza Koyas:<\/i><\/b><span style=\"font-weight: 400;\"> To get through my priorities.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> Ideal vacation spot for relaxation?\u00a0<\/span><\/p>\n<p><b><i>Beyza Koyas:<\/i><\/b><span style=\"font-weight: 400;\"> With my loved ones.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> Key factor for maintaining a work-life balance?\u00a0<\/span><\/p>\n<p><b><i>Beyza Koyas:<\/i><\/b><span style=\"font-weight: 400;\"> Sleep well.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> Memorable career milestone?\u00a0<\/span><\/p>\n<p><b><i>Beyza Koyas:<\/i><\/b><span style=\"font-weight: 400;\"> Deciding to change careers so many times.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> A recent business innovation that caught your eye?\u00a0<\/span><\/p>\n<p><b><i>Beyza Koyas:<\/i><\/b><span style=\"font-weight: 400;\"> Everything related to embedded finance. <\/span><\/p>\n<div class=\"new-blog-post-content\">\n<p><strong style=\"color: var(--global-palette3); font-family: inherit; font-size: 28px;\">The Big Questions!<\/strong><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-42105 size-full\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2022\/06\/the-big-question.gif\" alt=\"Big Questions Richard James Burgess\" width=\"480\" height=\"320\" \/><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> All right. That was the end of the rapid fire. Now we&#8217;re gonna move on to the bigger questions.\u00a0<\/span><\/p>\n<p><b><i>Beyza Koyas:<\/i><\/b><span style=\"font-weight: 400;\"> That&#8217;s a good one. Well done for the question.<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> So the first one in the longer questions, which you can take as much time and ease to answer is, so who exactly is BNP Paribas Personal Finance, and what do you actually do for regular people?\u00a0<\/span><\/p>\n<p><b><i>Beyza Koyas: <\/i><\/b><span style=\"font-weight: 400;\">We are part of the BNP Paribas group, and I&#8217;m in charge of marketing globally for our consumer credit and embedded finance solutions. So we are called Personal Finance for a reason. We have more than 10-1000000 customers a year to realize their projects. So it can be to finance a phone, a car, or a solar panel, or anything else.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> And what builds trust in financial services today?\u00a0<\/span><\/p>\n<p><b><i>Beyza Koyas:<\/i><\/b><span style=\"font-weight: 400;\"> Longevity and brand. It is important, but it is not enough anymore. Uh, the daily experience is very important, but I try to say that we have&#8211; we need to have both legs. Longevity, which means trust built over time, but also day-to-day experience because this is what we deliver day in, day out.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> So what has fundamentally changed in consumer expectations, uh, over the last 3 to 5 years?\u00a0<\/span><\/p>\n<p><b><i>Beyza Koyas:<\/i><\/b><span style=\"font-weight: 400;\"> In our sector, consumer credit, the structural change is embedded finance. This is about integrating your purchase, integrating your lending decision in the purchase journey, and the sector is pushing and evolving more and more to go beyond embedded finance. Let me give you an example. For example, you will need to, uh&#8211; You would like to install solar panels, and for that I&#8217;m going to lend you 10000 euros. 1st of all, I will make sure that I find out about all the public aids you can get. I&#8217;m going to give you a subsidized pricing, and I&#8217;m not going to send you the money. I&#8217;m going to send the money to the contractor only if you approve that the work is well done and the panels are working. So it is embedded finance plus extra mile.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> And how about agentic AI? What role will agentic AI play in financial services?\u00a0<\/span><\/p>\n<p><b><i>Beyza Koyas:<\/i><\/b><span style=\"font-weight: 400;\"> Huge. And we are enthusiastic about it. That&#8217;s why we are investing a lot. I see 3 major shifts. The 1st one is about customers. The customers are ready. In fact, more than ready, because our research showed that 8 out of 10 customers, they are willing to delegate part of their purchase journey to agentic AI. The 2nd is our partners. We are in the partnership business, so we have more than 30000 partners, including Apple, Strantis, Cherry, or other mobility companies, technology companies as well. So all our partners says that agentic AI is absolutely important for them to remain competitive. And the 3rd one is technology stack. So for take Google&#8217;s UCP, for example, it&#8217;s very, very promising. So what we are doing in agentic AI is what we call 3 non, uh, non-regret moves that will all reinforce trust. The 1st one is generative engine optimization, so to optimize our visibility in gen AI platforms. The second one, having the agentic AI assets like simulations, products, and the 3rd one, to have a watchtower where we are going to manage all our agentic AIs.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> Do you think then that customers care whether they&#8217;re interacting with a human or an AI?\u00a0<\/span><\/p>\n<p><b><i>Beyza Koyas:<\/i><\/b><span style=\"font-weight: 400;\"> I&#8217;m sure they do. Even though more and more of our customers are [sighs] quite comfortable interacting with our chatbot or other agentic AI solutions. But there are certain conversations that cannot be and shouldn&#8217;t be replaced by AI, so this should be human-to-human conversation. I actually listen a lot of, uh, calls. And I&#8217;m always amazed by the skills of our advisors. Sometimes these calls can take up to 30 minutes, especially in very critical situation when someone cannot pay their loan. So this is all about understanding the situation, thinking out of the box to help. It&#8217;s not just to be a predator to ask the money back, to find the public aids associated who, who can help, but also come up, uh, with a new repayment plan with the customer and reassure them. And on those moments, trust is really, really built and our trust measures go through the roof.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> So if you could give every financial institution one piece of advice on earning consumer trust in the AI era, what would it be?\u00a0<\/span><\/p>\n<p><b><i>Beyza Koyas:<\/i><\/b><span style=\"font-weight: 400;\"> Do your business with AI, but do it in a human-centric way. Do we wanna live a world where the customer relationship is completely delegated to AI? In a world where the power of algorithm counts, the speed of processes counts, or it is practically impossible to speak to a human being to discuss something? I personally don&#8217;t. As a market leader, I have the responsibility to contribute to the world that I would like to live in. So for me, doing business with AI, AI with moral compass is absolutely key.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> So to change tracks a little, what does your typical day look like? You wake up in the morning, is it a lot of meetings? Is it a lot of email? What&#8217;s it like?\u00a0<\/span><\/p>\n<p><b><i>Beyza Koyas:<\/i><\/b><span style=\"font-weight: 400;\"> Back-to-back meetings, for sure. I try to craft some time during the week for deep work, and I tend to use the Pomodoro Technique, uh, 25 minutes. It&#8217;s really work as I force myself to do one thing in that period, um, with breaks.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> You studied mechanical engineering, and now you run marketing for one of Europe&#8217;s biggest finance companies. That is a wild jump. At what point did you look around and think, &#8220;I&#8217;m done with machines. I want to work with people&#8221;?\u00a0<\/span><\/p>\n<p><b><i>Beyza Koyas:<\/i><\/b><span style=\"font-weight: 400;\"> The first time I got that question, but believe me, it wasn&#8217;t a conscious decision. I graduated from one of the top universities in my country, in Turkey, and believe me, I was a top student. And I looked for a job, uh, for about a year. I couldn&#8217;t find a job, and I accepted the 1st offer. And those days, we&#8217;re talking about 30 years ago, finding a job for a graduate wasn&#8217;t an easy thing in a different company, and I&#8217;m aware that today is even more difficult. After my 1st job, in a year, I moved to consulting, and this is where I met for the first time with retail banking. And I said, &#8220;Here it is something that I can do so that I can have some positive impact in people&#8217;s life.&#8221; So that was the beginning of my career. On the other hand, engineering, um, when I think of today, it actually helped me to shape how I solve complex problems, how to break down in small components, and this is a key skill in marketing and in banking.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> And do you think that this kind of an engineering brain still shows up in the way you make decisions today?\u00a0<\/span><\/p>\n<p><b><i>Beyza Koyas:<\/i><\/b><span style=\"font-weight: 400;\"> We cannot take arbitrary decisions. It is absolutely key to structurally approach the problem and go to the, you know, what we call the 1st principles. We go down to the deep problem in order to come up with the right solutions.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\">\u00a0 You&#8217;ve actually lived and worked in Turkey, the UK, and France. Not visited, but actually lived. What is the biggest myth that people believe about humans being the same everywhere?<\/span><\/p>\n<p><b><i>Beyza Koyas:<\/i><\/b><span style=\"font-weight: 400;\"> You know, I run a marketing club, a marketing book club with my team, uh, and last month, instead of reading the same book, we did this bring-your-own-book exercise. And Moises in my team suggested a classic, which is The Culture Map by Erin Meyer. This is a very interesting book because it clearly shows how you can navigate in different cultures in the work environment. I don&#8217;t remember what, what&#8230; There was anything about Turkey, but there was cer- certainly a c- clear comparison of UK and France at different perspectives. One of them is about conviction. In France, the conviction is all about principles. So you start by sharing your theory, the framework, the methodology, and then you come to the conclusion. In the UK, it&#8217;s more about application. You start with executive summary, you show how it will be applied, and then you come to the, to the conclusion very concretely. So French people may be frustrated listening to British saying that, &#8220;Oh, such a superficial work and is not thorough enough.&#8221; On the other hand, the British people will say, &#8220;So, so what&#8217;s the point after having less than 30 minute?&#8221; Obviously, this is over-simplification, but I think it is quite telling and, and helpful to navigate in these different worlds.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> AI is moving so fast that nobody really knows where it stops. Uh, you have talked about a future where AI agents are handling financial decisions on behalf of real people. Does that excite you or scare you, genuinely?\u00a0<\/span><\/p>\n<p><b><i>Beyza Koyas:<\/i><\/b><span style=\"font-weight: 400;\"> It&#8217;s a great opportunity as long as we take it with a moral compass. So what do I mean by that? AI, when it&#8217;s your&#8211; when it&#8217;s used properly, it enhances customer experience. It allows me to do hyper-personalization. But if it&#8217;s not used properly, it can give to opaque decision an arbitrary feeling about my services, and this will create a distance between me and the customer. So it&#8217;s not about having the most proficient algorithm or putting AI everywhere, but it&#8217;s about having a clear, reliable structure where AI will be integrated in customer service.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> Speaking of a clear structure, you describe your job as bringing clarity to complex organizations as well. But big companies are messy by nature. How do you actually create clarity when everything around you is pulling in 10 different directions?\u00a0<\/span><\/p>\n<p><b><i>Beyza Koyas:<\/i><\/b><span style=\"font-weight: 400;\"> This my favorite question, because this is the core of any marketing function, bringing clarity and alignment. I have a favorite definition of marketing, which is from 1960s. So it belongs to Philip Kotler. I have it here for you. So marketing is art and science of exploring, creating, delivering value to satisfy the needs of a target market at a profit. So that definition passed the test of time, digital, data, AI, et cetera. And so that this definition will be true, we need to have a clarity and alignment about who is the target market, what are their needs, how are we going to satisfy them, how are we going to measure our success? So I see marketing and my job as like the&#8211; to be the backbone of the organization to make sure that everyone is aligned and at their best to realize that mission.\u00a0<\/span><\/p>\n<p><b><i>Saksham Sharda:<\/i><\/b><span style=\"font-weight: 400;\"> All right. So the last question for you is of a personal kind. What would you be doing in your life if not this?\u00a0<\/span><\/p>\n<p><b><i>Beyza Koyas:<\/i><\/b><span style=\"font-weight: 400;\"> I will be teaching. <\/span><\/p>\n<p><strong style=\"color: var(--global-palette3); font-family: inherit; font-size: 28px;\">Let\u2019s Conclude!<\/strong><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">Thanks, everyone for joining us for this month&#8217;s episode of Outgrow&#8217;s Marketer of the Month. That was <\/span><span style=\"font-weight: 400;\">Beyza Koyas, who is the Global Chief Marketing Officer at BNP Paribas Personal Finance.<\/span><\/p>\n<p><b><i>Beyza Koyas: <\/i><\/b><span style=\"font-weight: 400;\">Great to be here. Thank you.<\/span><\/p>\n<p><b><i>Saksham Sharda: <\/i><\/b><span style=\"font-weight: 400;\">Check out the website for more details and we&#8217;ll see you once again next month with another marketer of the month.<\/span><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>We interviewed Beyza Koyas in this episode of the Marketer of the Month Podcast to discuss insights on Keeping AI-Powered Finance Human<\/p>\n","protected":false},"author":116,"featured_media":67248,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"footnotes":""},"categories":[605],"tags":[1009,673],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Beyza Koyas \u2013 Marketer of the Month Podcast<\/title>\n<meta name=\"description\" content=\"We interviewed Beyza Koyas in this episode of the Marketer of the Month Podcast to discuss insights on Keeping AI-Powered Finance Human\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/outgrow.co\/blog\/wp-json\/wp\/v2\/posts\/67242\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"EPISODE 254: Regulating at the Speed of AI: UK Financial Conduct Authority\u2019s Head of Innovation Colin Payne on Governing AI\" \/>\n<meta property=\"og:description\" content=\"We interviewed Beyza Koyas in this episode of the Marketer of the Month Podcast to discuss insights on Keeping AI-Powered Finance Human\" \/>\n<meta property=\"og:url\" content=\"https:\/\/outgrow.co\/blog\/wp-json\/wp\/v2\/posts\/67242\" \/>\n<meta property=\"og:site_name\" content=\"Outgrow\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/OutgrowCo\/\" \/>\n<meta property=\"article:published_time\" content=\"2026-09-07T08:55:39+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-09-07T11:36:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2026\/09\/Beyza.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Sandeep Rawat\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@outgrowco\" \/>\n<meta name=\"twitter:site\" content=\"@outgrowco\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sandeep Rawat\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"13 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/outgrow.co\/blog\/podcast-beyza-koyas\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/outgrow.co\/blog\/podcast-beyza-koyas\/\"},\"author\":{\"name\":\"Sandeep Rawat\",\"@id\":\"https:\/\/outgrow.co\/blog\/#\/schema\/person\/54473e3ca42a4280340a7efb17e54771\"},\"headline\":\"Marketer of The Month Podcast- EPISODE 258: When Your Banker is a Bot: BNP Paribas&#8217; 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