How AI Is Transforming Finance: Sends' Presentation at PAY360
Alona Shevtsova, CEO of Sends, spoke on two panels at the PAY360 conference in London. The discussions focused on artificial intelligence in finance and the development of embedded finance. The spotlight was on how these technologies are already transforming the market right now.
Alona Shevtsova, CEO of the fintech platform Sends, participated in two panel discussions at the PAY360 conference, which took place on March 25–26 in London. This is one of the key events in the field of payment technologies in Europe—this year it brought together over 6,000 participants and more than 150 companies.
Both panels in which Shevtsova participated focused on changes in the financial sector. They addressed two major topics—artificial intelligence and embedded finance. These are currently having the greatest impact on how banks and fintech companies operate.
The first discussion was titled “The Tsunami of Agent-Based Artificial Intelligence: How AI Is Changing Compliance Through AML and KYC.” Here, participants discussed how artificial intelligence aids in financial monitoring—specifically in anti-money laundering (AML) and know-your-customer (KYC) verification.
Along with Alona Shevtsova, the panel featured representatives from major market players: Jonathan Greenstein from the Payments Association, Bushra Saba from Lloyds Banking Group, Dane Pedro from Mollie, and Michael Borelli, Director of AI & Partners. The participants discussed practical applications—how AI is already helping to identify risks faster, analyze customer behavior, and automate complex processes that previously took a lot of time. “AI is no longer something from the future. It is changing right now how financial companies manage risks, compliance, and the customer experience,” Shevtsova noted.
She also emphasized that artificial intelligence alone does not solve all problems. What matters is how companies use it and whether they have a clear strategy. “Real value emerges when new technologies are combined with clear management and an understanding of the business,” she added.
The second panel took the form of a “fireside chat” and focused on embedded finance. This is an approach where financial services are integrated into non-financial products—for example, when payment or credit options are available directly within an app or service.
The discussion was titled “Embedded Finance—From Buzzword to Business Model.” Participants included Rebecca Hickman from Addleshaw Goddard, Gareth Anderson from Allica Bank, Chris Newman from ClearBank, and Alona Shevtsova.
The participants discussed how embedded finance has moved beyond being just a trend or a buzzword. It is now a fully-fledged business model that generates revenue and opens up new opportunities for companies. They discussed real-world case studies where such solutions are already in use, as well as how businesses can monetize them. Special attention was paid to scaling—how to make such services accessible to a large number of users. “Embedded finance is changing the very logic of financial services—they are no longer separate; they are becoming part of people’s daily experience,” Shevtsova noted during the discussion.
At Sends, they say that participating in such events is not just about presentations, but also about understanding the market. This year’s PAY360 clearly demonstrated: major changes are already underway, and companies are forced to adapt quickly. The company has also announced that it plans to return to PAY360 next year. They promise new products and an even larger team at the event.
Sends continues to actively develop in the fintech sector, focusing on innovation but with an emphasis on practical application—where it is truly needed by businesses and users.
Additionally, Sends is expanding its partnerships following PAY360 in London.
