ABN AMRO is exploring how advertising within ChatGPT could change the way consumers discover, research and compare financial products.
The Dutch bank is among the first European banks to test advertising within the AI assistant, with early results suggesting ChatGPT is becoming a new touchpoint in the financial customer journey.
Results from the first few weeks of the pilot show the campaign generating visibility and relevant traffic to ABN AMRO’s website. The bank says consumers are increasingly using AI to explore financial options and prepare decisions before visiting a financial services provider directly.
Ada Jong, Head of Digital Sales & Engagement at ABN AMRO, described the shift as the arrival of the “AI Moment of Truth”, following the move from traditional bank branches to websites and search engines.
Within the first 10 days of the pilot, ABN AMRO says its campaigns had generated mortgage calculations and mortgage consultations. Engagement for business account opening also outperformed the bank’s social and display channels, with both Dutch and English-speaking customers discovering the bank through its AI advertising.
The pilot is designed to help ABN AMRO understand how AI platforms could contribute to different stages of the marketing funnel, from reach and engagement through to lead generation.
The bank says the experiment is also providing insight into changing consumer behaviour, with part of the research and consideration process moving beyond financial services providers’ own websites and channels.