Leading US financial services group: Optimising campaign creation with AI

1 min read

AI Consulting Digital Strategy Generative AI

Our client, a leading US financial services group, delivers financial wellness content to customers to encourage informed decisions and long-term financial security as part of their engagement strategy. They engaged us to design and develop a custom generative AI content creation tool to improve the efficiency of content creation.

Outcome 1: Produced content 21 times faster
Outcome 2: Reduced full campaign creation to 37 minutes; far quicker than the 13 hours it previously took to complete one campaign asset
Outcome 3: Automated 12 out of the 39 steps in campaign creation in current PoC (with the future ambition to automate the remaining 27 content creation tasks)
Outcome 4: Increased adherence to brand guidelines for AI-generated content, achieving a minimum of 85% compliance with established brand standards
Outcome 5: Achieved 100% user personalisation through AI segmentation

The challenge

Content creation was a largely manual process. There are 39 steps involved in the creation of one email, taking up to 13 hours of employee time. These steps need to be repeated for the creation of each campaign asset. This process was hugely time-consuming, resulting in significant costs and inefficiencies.

The approach

We undertook a focused six-week proof-of-concept sprint to design and validate a bespoke AI-powered campaign agent. The solution was built on large language models and AI agents, and augmented with an extensive suite of integrated tools, calibrated to the client’s financial wellness content needs, customer personas and organisational guidelines.

Our approach began with the ability to capture high-level campaign inputs – strategic goals, desired duration and preferred content formats. From these, the agent instantly produced a complete campaign strategy with detailed breakdowns across emails, social advertising and creative themes. Segmentation logic was embedded into the process, aligning target groups with financial goals and behavioural insights.

Using a pre-curated library of wellness content and articles, the agent then performed end-to-end content generation. This ensured campaigns were not only strategy-led and audience-specific, but also grounded in the client’s established content assets and brand standards.

The impact

By accelerating 12 of the 39 steps in campaign content creation, the AI agent delivered a substantial boost in productivity and organisational efficiency. The content creation process became 21 times faster, taking just 37 minutes to produce an entire campaign, less time than it previously took to manually create a single email. This client can now reach more existing and potential customers with its campaigns, improving brand awareness and opening the door to additional revenue.