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In a groundbreaking move, Yuh, a leading finance app based in Switzerland, has appointed Fin as its new Chief Executive Officer (CEO). Fin is not a human executive but an artificial intelligence (AI) personality, marking a significant step towards integrating AI in the finance industry.
Yuh is one of the first financial institutions in Switzerland to integrate an AI persona into its communications strategy. The decision to appoint Fin as the AI CEO is a step towards differentiating Yuh's approach in the finance industry.
Fin was created to bring a new approach to the finance industry. Developed with tools such as ChatGPT, Midjourney, and HeyGen, Fin was designed to offer a fresh perspective on financial topics, making them more accessible to a wider audience.
Fin will communicate through various platforms like Ask Fin on Instagram, Fin's Money Glitches on TikTok, and Commando Mode on LinkedIn. In addition to these channels, Fin will share insights and perspectives as part of Yuh's communications.
The integration of Fin into Yuh's communications strategy is intended to add more personality to the company's interactions. The strategy aims to make financial topics more accessible through the use of Fin's AI personality.
Markus Schwab, who has served as CEO of Yuh since 2021, introduced Fin as the new CEO in September 2025, succeeding him. However, Schwab expressed concern about companies becoming faceless through the use of AI. He emphasised that Fin's role is to complement, not replace, human interaction.
The appointment of Fin as the AI CEO is a unique move in the Swiss finance industry. Yuh's communications strategy will now include Fin, the AI CEO, as part of its efforts to continue exploring new ideas for its business. This appointment marks a shift towards increased use of AI in the finance industry, signalling a new era for financial institutions and their interactions with customers.
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