By Ray Birch
MADISON, Wis.—Futurist Zack Kass didn’t speak directly to credit unions at TruStage’s Discovery 2025—but he might as well have.
His sweeping view of AI’s impact on society carries deep relevance for credit unions, especially as they navigate the dual mandate of protecting members and preparing staff for transformation.
Cybercrime Is About To Change—Fast
“Low-resource bad actors—financial criminals, scammers—are now more dangerous than nation-states,” Kass said.
The use of AI in fraud is rising rapidly, especially as tools get easier to use and more powerful. Kass praised early policy steps—like Florida’s AI fraud extradition law—but warned that prevention must start now.
“This isn’t hypothetical,” he said. “The AI tools are already in the hands of criminals. If we don’t act, it could get weird very fast.”
Credit unions, he said, are uniquely positioned to protect the most vulnerable—especially seniors. That means investing in member education, detection systems, and strong legal partnerships.
Products, Services, And The Promise Of Scale
Kass believes AI will drastically reduce the cost of delivering financial services.
“The products you offer will get cheaper to deliver. That’s your opportunity,” he said. “Lower costs mean more access. More access means greater inclusion.”
In other words, AI can help CUs live out their mission at scale—but only if they adopt quickly, he suggested.
Staff Conversations Must Begin Now
The AI revolution doesn’t just raise operational questions. It’s deeply emotional—especially for staff, Kass stated.
“I always ask: Who’s worried AI might take your job?” Kass said. “Then I ask, who thinks it might take someone else’s job in this room? And more hands go up.”
It’s the “zombie apocalypse phenomenon,” he joked: everyone thinks they’ll survive—but worries others won’t.
Kass urged leaders to reframe the conversation. The threat isn’t just job loss—it’s identity loss.
“We are what we do,” he said. “But what happens when what we do changes overnight?”
Credit unions can lead by helping staff shift from fear to purpose. Kass encouraged storytelling: “Tell your people how their jobs—and the lives of your members—will get better because of AI.”
A More Human Future
Ultimately, Kass believes the AI age will force organizations to double down on what makes them human.
“Trust is the new currency,” he said. “In a world where machines can fake intelligence, people will want to work with people they like, trust, and feel seen by.”
For credit unions, that means their long-held values—empathy, service, community—are not just relevant, but vital.
“AI will level the playing field for knowledge,” Kass said. “What remains is how we treat people.”