Citi shifts cards strategy to affluent clients and AI for growth and efficiency

Citi announced a strategic shift focusing on affluent customers, co-branded cards, and AI-driven personalization during its Investor Day. The bank is reducing reliance on private-label retail cards and expanding general-purpose and co-branded products, targeting higher-income clients. AI is integrated across underwriting, servicing, marketing, and collections to improve efficiency and customer engagement. Citi aims to leverage AI for top-line growth while maintaining credit discipline by focusing on prime borrowers, signaling a technology-driven growth phase.