TaiwanFinance and insurance2024 – ongoingTaishin Bank
People Centric Model for personalized financial marketing
Taishin Bank reported doubled marketing response after introducing personalized recommendations
Problem
Taishin Bank wanted to tailor financial offers to individual needs and extend personalized service beyond wealth-management customers.
Approach
The bank began its People Centric Model project in 2024. It combined customer data with a preference-based recommendation system and used generative AI to produce customized marketing content. Power BI tracked campaign performance.
Results
Takeaway
The bank reported wider service coverage alongside higher response, but did not disclose the original response rate or a comparison group.
Categories
- Size
- Large enterprise
- Industry
- Finance and insurance
- Business function
- Marketing and sales
- Innovation type
- Process innovation
- AI technology
- Recommendation and personalizationGenerative AI
- Adoption
- Built in-house
- Evidence
- Company's own claim
Sources
Source summaries
The bank described its recommendation and content-generation workflow. It reported doubled marketing response and personalized service reaching 94% of customers outside wealth management.
Full details are in the original sources.
