Artificial intelligence is everywhere in the financial services conversation. It’s the buzz in boardrooms, the centerpiece of technology investments, and the subject of more webinars than anyone can count. But here’s the blunt truth: AI is not a strategy. It’s a tool—one that requires leadership with clarity, courage, and conviction.
Too many executives look at AI as an off-the-shelf fix for efficiency or as a futuristic substitute for human service. That’s a mistake. For credit unions, AI isn’t about replacing people, service, or culture. It’s about strengthening them. It’s about equipping leaders with sharper instruments to pursue growth in ways that align with mission and multiply impact.
The Leader’s Lens
AI on its own can’t decide which markets to enter, which members to serve, or which risks are worth taking. That’s leadership work. What AI can do—when guided by strategic leaders—is make those choices smarter, faster, and more precise.
Think of AI as a new kind of boardroom dashboard. It provides signals leaders couldn’t see before, predicts outcomes with a level of accuracy we once only guessed at, and frees teams to focus on the conversations that matter most. The leaders who integrate AI into their decision-making are not handing over control; they are magnifying their ability to lead.
From Efficiency to Growth
The rookie mistake is treating AI as a back-office cost-saver. Yes, automation reduces friction. Yes, models can shave minutes and dollars from processes. But growth doesn’t come from trimming—it comes from expanding.
When leadership frames AI as a growth lever, everything changes:
• Market expansion: Predictive tools help identify underserved demographics or communities ready for new products.
• Lending growth: Intelligent models responsibly approve more loans without raising delinquency.
• Member relationships: Personalized recommendations transform interactions into loyalty.
The leader’s job is to demand that AI deliver growth, not just efficiency.
Culture, Not Code
One of the most common fears around AI is that it will strip away the human side of service. Here’s the reality: technology doesn’t erode culture—leaders do, when they choose convenience over connection.
Leaders who understand AI as a tool for culture know that:
• Real-time insights allow employees to show up better prepared for members.
• Predictive alerts let staff proactively solve problems instead of reacting.
• Digital engagement frees employees to focus on conversations, not transactions.
AI in the right hands doesn’t eliminate culture; it scales it. The credit union’s values, service standards, and commitment to members aren’t diminished—they’re multiplied.
Speed as a Leadership Standard
AI is the difference between a loan decision in 45 days and one in 48 hours. But speed is more than convenience—it’s proof of competence. When members see their credit union deliver quickly, they trust it more deeply.
Leadership is what sets the standard. Leaders decide whether speed will be treated as a competitive advantage or tolerated as an afterthought. AI simply makes that choice possible at scale.
The 10XCU Example: Predictive Leadership
In one 10XCU scenario, a mid-sized credit union chose to treat AI not as a replacement for its lending team but as an amplifier of their judgment. By implementing predictive lending models, leaders empowered underwriters to approve responsibly for younger members with thin credit files.
The leadership decision was bold: trust the team, trust the data, and trust the mission to serve. The result? A 22% lift in loan growth, stable delinquency, and an entirely new generation of loyal members. That outcome wasn’t driven by code alone—it was driven by leadership.
Balance and Discipline
Leadership also means knowing where not to apply AI. Growth without discipline is reckless; discipline without innovation is stagnation. The edge lies in balance.
Leaders must choose which AI initiatives align with their strategy, fund them adequately, and measure them relentlessly. The tool is powerful, but only disciplined leadership ensures it delivers more than hype.
Leading the Future
At the end of the day, AI doesn’t set vision, inspire teams, or serve members. Leaders do. AI simply gives those leaders better tools than ever before.
The future of growth in credit unions won’t belong to the institutions with the most AI. It will belong to the leaders who see AI as a leadership tool—one that expands possibility, accelerates execution, and reinforces the human values that set credit unions apart.
Growth isn’t waiting. Leadership is. And the ones who step up now will write the story of 10X results.
Jeff Rendel, Certified Speaking Professional, is President of Rising Above Enterprises. He works with credit unions as a strategist for growth. Connect with Jeff: www.jeffrendel.com • jeff@jeffrendel.com • 951.310.7275.