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Innovation in investment banking has traditionally focused on speed, scale, and quantitative precision. But as generative AI (genAI) gains traction, a new focus is entering the equation: creativity. Creativity is emerging as a key driver of differentiation, especially when paired with data and applied through genAI tools.
New research from the LexisNexis Future of Work 2025: Innovating the Industry – GenAI and the Rise of the Creative Financial Professional report reveals a notable shift in mindset for financial professionals:
For a sector long defined by structure, models, and rigor, this creative leaning marks a seamless yet profound evolution. As genAI tools become more deeply embedded in workflows, professionals are finding themselves less bound by repetitive tasks and manual processes. Time and space to think more broadly is replacing hours once spent on data gathering, formatting, and basic reporting, enabling analysts to spot opportunities faster and shape more original, high-value solutions, especially in high-stakes, client-facing roles.
This shift is particularly relevant for investment banks, where the competitive edge no longer comes from how fast analysts can build a model but how well they can interpret it, tailor it, and communicate its implications in compelling ways. It can be observed that, when applied with precision, creativity is emerging as a critical differentiator in analyst performance.
In the context of investment banking, creativity is about approaching complex deal challenges with new angles and surfacing unique client insights faster and more personalized than ever before.
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GenAI is playing a key role in enabling this shift by:
In a crowded market, bespoke insight and creative positioning are what set high-performing teams apart.
For senior leaders, it is essential to understand that creativity is becoming a key performance lever with genAI as the infrastructure enabling it.
Empowering analysts to move beyond routine tasks goes beyond morale and efficiency. It directly impacts how quickly your teams can produce differentiated thinking, how flexibly they can respond to market shifts, and how confidently they can drive client conversations.
To lead in this environment, banks must ensure genAI isn’t experimental. It needs to be embedded into workflows, supported by tailored training, and championed at the top. Creative thinking in investment banking is about future-proofing your analyst teams for a faster, more insight-driven market.
The shift toward genAI-enhanced creativity requires a working culture that encourages it. In an environment where speed, accuracy, and risk mitigation are paramount, fostering creativity might sound counterintuitive. But the data tells a different story: teams that value creative problem-solving are significantly more open to innovation and more likely to unlock the full potential of genAI tools.
What a creative analyst environment looks like in practice:
Leaders who intentionally create space for this kind of thinking should see faster innovation, more compelling client output, and stronger analyst engagement, all key strengths in a competitive, commoditized advisory market.
GenAI is reframing what it means to be a high-performing analyst. The most effective teams will be those that pair technical focus with creative application which can help surface insights others miss, articulate client value in sharper ways, in an efficient manner.
For leaders in investment banking, it’s time to invest not just in tools, but in creativity itself.
Explore the full LexisNexis Future of Work 2025: Innovating the Industry – GenAI and the Rise of the Creative Financial Professional report to see how genAI is reshaping talent, productivity, and performance in banking.
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