How Generative AI reinvents data sharing for more personalized, secure marketing

The banking sector is inextricably linked to data: payment data, customer information, transactions, etc. It’s a simple fact that banks know their customers better than most other industries. And data sharing between financial institutions and other businesses paves the way for highly personalized experiences. This phenomenon is amplified by a favorable regulatory context, with standards such as the Payment Services Directive 2 (PSD2) which encourage data sharing between banks and third-party actors. In addition, banks operate in a competitive environment where they constantly seek growth levers, and one of those levers is data sharing.

Generative AI enables data sharing to create value for both banks and businesses by providing a better understanding of the clientele. For example, by cross-referencing a company’s customer data with that of banks, new segments emerge, enabling more precise targeting.

Data sharing in the banking sector addresses three major challenges:

At the forefront of generative AI technology and use cases in data sharing for banks, Artefact and IBM have developed a rapid persona creation platform for marketing campaigns: watsonx.ai.

Watsonx.ai provides advanced data processing capabilities, including advanced natural language models, text generation capabilities, and data analysis. The platform covers the entire lifecycle of artificial intelligence projects, from data collection to model deployment.

It also enables the creation of generative AI applications without requiring deep technical expertise. Users can participate in ideation and refinement workshops for specific client needs. Watsonx.ai makes AI model creation faster, more accessible, and more tailored to specific business needs.

“[watsonx.ai generates] value through persona creation, which takes a lot of time on a large scale. Artefact’s teams had access to multiple low-code studios on the platform to develop the solution quickly. Generative AI enables this acceleration because it requires only a small amount of data to produce excellent results. This is a real innovation compared to the previous machine learning paradigm.”

Jean-Armand Broyelle, Principal Data Scientist / Client Engineering France – IBM

The watsonx.ai persona generation process begins with the selection of several parameters:

Once all parameters are configured, watsonx.ai generates personas in real time. Each persona is accompanied by a randomly generated face that illustrates the customer segment. A natural language description in English explains who they are from a business perspective. These synthetic data refine the understanding of the profile for better command of marketing campaigns.

The application goes further by providing the ability to interact with personas. Users can initiate a conversation with a specific persona, ask questions, and receive answers based on the data provided. They gain a better understanding of the needs and preferences of each customer segment.

They then personify their personas. In other words, users can ask the model to behave in a certain way by providing it with psychological and socio-demographic characteristics that are useful for understanding how to respond and putting themselves in the shoes of the targeted profile.

“To fully understand a target, it is possible to interact with its persona. Then, following the same principle as ChatGPT, watsonx.ai writes hyper-personalized messages adapted to the chosen channel and to each target. This approach is extremely fast and saves time in the implementation of marketing campaigns.”

Jérémie Cornet, Senior Manager Banking Services – Artefact

The platform also enables the generation of personalized marketing campaigns with just a few clicks. Users specify the communication channel, the products to be promoted and the messages to be sent. These messages can be automatically produced for each persona based on their characteristics.

Whether for a small business or a multinational, watsonx.ai offers considerable time savings and increased precision for marketing campaign creation:

This application demonstrates how data sharing, combined with generative AI, can bring substantial benefits to the banking industry by providing more effective and better-tailored marketing solutions for customer needs.