North Island Credit Union adds generative AI tech | Credit Union Journal

North Island Credit Union is offering members a new generative AI-powered chatbot in an effort to keep pace as the emerging form of machine learning takes hold in financial services. 

The San Diego-based credit union, a division of California Credit Union, introduced a virtual chatbot named “Georgia” to its website and mobile platform. In-person and phone support will remain fully available, according to the company.

The chatbot uses generative AI, a large language model that can create content based on prompts, to assist users with common banking questions and guide them through basic digital services – such as locating a bank branch or resetting a password — without needing to wait for a credit union employee to be available.

Banks have aggressively added generative AI for internal purposes such as helping with coding and programming, and external tasks including customer service and producing marketing content. More recently, financial institutions have started investing in agentic AI, an advanced form of AI that can execute tasks with little or no human intervention.

Large fintechs such as PayPal, Klarna and Stripe have also embraced new forms of AI as part of their strategic pivots that followed a fintech downturn in 2022 and 2023. Klarna, for example, has deployed generative AI to most of its employees over the past year. These investments are pressuring credit unions and small banks, which are selling to many of the same consumers and small businesses.

“By investing in advanced AI technologies, we’re giving members greater convenience, faster answers and more control without compromising the trusted relationships we’ve built over decades,” North Island Credit Union President Steve O’Connell said in a statement. “While Georgia enhances digital convenience, we remain equally committed to providing in-person and phone service for members who prefer a more traditional experience — ensuring that every member can interact with the credit union in the way that works best for them.”

Like other AI-powered chatbots, this tool will be available to members 24/7 and expands customer support for the credit union’s members outside of standard business hours.

Credit unions are increasingly embracing AI-powered chatbots. Nearly 20% of the credit unions surveyed in American Banker’s Best Credit Unions to Work For in 2024 report mentioned chatbots or virtual assistants as a technology they are using or are planning to deploy.

Smaller institutions also face cost challenges when countering larger banks in adding AI. American Banker’s 2025 Predictions Report indicated that credit unions and community banks are particularly sensitive to budgetary concerns regarding AI implementation due to smaller technology budgets.

Market Insights senior strategist Jim Perry previously told American Banker that prioritizing AI use cases for both employees and members should be a strategic priority for credit unions. Perry noted the potential of AI to mitigate fraud and help with recruiting new employees, who are adopting AI in their own lives. 

“In terms of systematizing the use of generative AI especially, [credit unions] are not getting far past chatbots … or automating what they perceive to be safe uses of AI,” Perry said.