Generative AI for Financial Services is a book targeted at any AI practitioner who wants to understand how generative AI works on a fundamental level and extend that learning to risks, challenges, and opportunities in regulated industries like financial services. This book explores generative AI and its applications in financial services. It starts by explaining key concepts, differences from traditional AI, and the generative AI lifecycle. Readers learn about foundation models, transfer learning, and implementation strategies, including fine-tuning and training models. Practical use cases like improving customer experiences, automating ESG analysis, and optimizing contact centers are covered. The book also addresses challenges like model bias, ethics, and compliance while focusing on building trustworthy AI with fairness and accountability.