JPMorgan Chase & Co. is one of the world’s largest financial institutions, serving millions of customers and managing more than $3.9 trillion in assets. With operations in more than 100 markets, the company is a force in global banking, payments, and digital innovation. At the heart of its mission is using data not just to streamline operations, but to empower individuals and transform experiences.

In this first installment of a three-part interview series, Tiffany Perkins-Munn, Head of Data & Analytics for Connected Commerce, Payments & Digital Wallets at JPMorgan Chase & Co., joins Mahesh Kumar, Chief Marketing Officer at Acceldata, to reflect on her career, the human side of data innovation, and the real-world impact of generative AI. Perkins-Munn explains how data when used with intention can be both revelatory and empowering.

Data doesn’t just confirm, it uncovers

A pivotal moment in Perkins-Munn’s data journey happened years ago in a toy store. While working at global survey research firm Ipsos, she was brought in to help Toys”R”Us understand a puzzling trend: customer traffic was high, but sales lagged.

Putting the data together from surveys, focus groups, and in-store observational studies revealed that it wasn’t pricing or product quality — it was the bathrooms.

“Mothers were taking their children across the street to use the restroom because the ones in-store weren’t clean. They’d say, ‘We’ll come back,’ but they didn’t. They never finished their shopping experience.”

This insight, both practical and deeply human, led Toys”R”Us to renovate their stores, and it sparked a realization for Perkins-Munn: “Data doesn’t just show you what’s obvious. It helps you uncover the real reasons behind human behavior.”

AI and the democratization of wealth building

At JPMorgan Chase, Perkins-Munn is helping reimagine how financial tools, especially those powered by AI can serve everyone, not just those already well-versed in wealth management.

“For people living paycheck to paycheck, wealth can feel like something that belongs to someone else,” she says. “AI is changing that.”

She explains how generative AI (GenAI) is putting sophisticated financial knowledge within reach of everyday people. From a dentist launching a new practice to a mechanic starting a business, the ability to ask questions, simulate scenarios, and access tailored guidance is reshaping financial participation.

“That’s the beauty of what AI has done. It’s brought wealth-building tools to everyone’s fingertips — not just data scientists and modelers, but regular people with big dreams.”

Making AI accessible to all

Recognizing the gap between AI innovation and public understanding, Perkins-Munn authored a book titled “Data (De)coded: What Everyone Needs to Know about Data and AI (No Tech Degree Required).” The book aims to demystify artificial intelligence for everyday users, especially those looking to stay relevant in a fast-changing world.

Through the book and her leadership, she advocates for AI literacy as a core life skill, urging individuals to explore how these tools can enhance everything from productivity to personal finance.

Truth, trust, and the human-in-the-loop

But Perkins-Munn is quick to emphasize that AI is not infallible. When prompted carelessly, it can “hallucinate,” confidently generating incorrect or fictitious information.

“It gives you an answer with confidence. But that answer can sometimes be wrong,” she warns.

That’s why she champions human-in-the-loop systems — processes where humans actively guide and verify AI output. This is especially critical in prompt engineering, where the quality of input determines the reliability of results.

“You have to understand how to use the system. It will tell you if it’s speculating. But even citations can be missing or inaccurate. Verification is key.”

Perkins-Munn’s advice is clear: AI should not be blindly trusted, but actively engaged — with users refining prompts, asking follow-up questions, and verifying facts.

CDO Magazine appreciates Tiffany Perkins-Munn for sharing her insights with our global community.