Leading US financial services group: optimising campaign creation with AI
A US financial services group, cutting the time between campaign brief and in-market creative by an order of magnitude.
Context
A US financial services group running continuous customer-communication campaigns across multiple segments and products. Each campaign required briefing, creative drafting, compliance review, legal sign-off, and multi-channel adaptation.
Challenge
The bottleneck was neither creativity nor compliance — it was the back-and-forth between them. Rounds of revision consumed most of the elapsed time. Campaigns missed market moments. The team was burning hours on reformatting rather than on judgement.
Approach
We built an AI-assisted drafting layer tuned to the firm's existing voice and compliance guardrails, with the compliance ruleset encoded so first-draft output already met most of the known checks. Creatives moved from blank-page work to high-leverage editing.
We kept the compliance humans explicitly in the loop — not as rubber stamps, but as the arbiters on anything the system flagged as borderline. The role became more interesting, not less.
What shifted
Time-to-market on campaigns compressed significantly. Compliance exceptions dropped because the first draft already respected the ruleset. The team's debate shifted from reformatting to targeting — the right argument to be having.
What shifted: the loop between creative and compliance stopped being adversarial.
Client identity anonymised. Specific metrics available under NDA.