Leading with AI
ING Turbocharges Growth With AI-enabled Experimentation
ING Turbocharges Growth With AI-enabled Experimentation
Generative AI helped the bank reconnect with customers, reinvent content creation, and reignite its growth engine.
Overview
Set on remaining the leading bank for current and future generations, while preserving the customer centricity that drove its past success, ING launched an ambition to increase new customer inflows by 50%+ in critical segments such as GenZ and expatriate customers. Achieving this required a deep understanding of customer segments—but the company lacked the ability to effectively tailor content for its audience and test its impact. We developed a consumer-centric generative-AI-enabled capability that accelerates content creation for marketing experimentation at scale.
Outcomes
22%
uplift potential in new accounts
20%+
expected delivery from additional actions over the next year
75%
shorter time-to-market
In four weeks, we collectively built and validated a flexible generative AI system to accelerate personalized content creation. Using raw customer insights from focus groups and quantitative research, the large language model produced personalized content at scale—for eight personas, across three products and multiple media channels. The generative AI system then analyzed experiment results, replacing opinions about marketing content effectiveness with facts. As part of a broader customer-centric marketing experimentation capability, this system helps ING drive scale, speed, and incremental learning to turbocharge its growth engine.
“As part of a new experimentation capability, AI helped us sharpen our messaging, quickly refine content, and ultimately reduce our test idea-to-launch timeline by up to 75%.”
