Example (banking industry - UBS in early 2020s)

There were 2 opposing groups in the bank on which direction UBS should take.

One group wants to
"...harness automated tools, streamline the byzantine executive ranks and improve the company standing in the US, where UBS is eclipsed by local rivals..."
Marion Halftermeyer et al, 2022

This involves embracing lower-margin robo-advice via algorithms and mobile apps so that it can improve its digital delivery of respected products.

Another group wanted to continue with the personal touch, ie
"...build advisory relationships 'not with machines, but people'..."
Marion Halftermeyer et al, 2022

Furthermore, in the past the personal touch has been very profitable for the bank.

Many organisations are facing the same dilemma, ie how much to digitalise?