Daybreak How AI turned banks’ risk data into advertising
22 snips
Nov 9, 2025 Banks in India are transforming AI, shifting from assessing credit risk to hyper-personalized marketing campaigns. They analyze customer transactions to offer tailored products like credit cards and insurance. Regulatory frameworks for lending are strict, but marketing rules are still developing, allowing banks to explore freely. This prompts concerns over AI bias and customer manipulation through persistent, targeted ads. As investment in AI marketing surges, traditional creative agencies find themselves replaced by ad tech solutions.
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Tailor's Loan Turned Into Continuous Sales
- Shilpa got a Kotak business loan after AI analysed payments, store location and transactions.
- Since then the bank sends frequent tailored messages pushing insurance, SIPs and business services.
Risk Models Became Marketing Engines
- Banks like HDFC and Kotak repurposed credit-risk AI to run hyper-personalised marketing campaigns.
- This shift turns risk data into revenue by predicting who is ready for new products like cards or insurance.
HDFC's 3Lock Experiment Boosted Engagement
- HDFC partnered with 3Lock to build an AI tool that nudged inactive users toward features like SIPs and card discounts.
- The bank used look-alike models and AI-triggered campaigns to boost engagement and conversions fast.