ABN AMRO sees mortgage requests within 10 days of AI ads pilot
ABN AMRO said its pilot with advertisements in AI assistants produced concrete mortgage calculations and consultations within the first 10 days, with immediate visibility and relevant website traffic in the first few weeks.
What happened
ABN AMRO ran a pilot with advertisements within AI assistants as a new touchpoint, a place where the bank can meet potential customers. As one of the first European banks, it explored what role such advertisements can play. The test focused on reaching consumers where they already oriented themselves. The pilot treated AI assistants as an additional channel alongside the bank's own environment.
In the first few weeks, the campaign generated immediate visibility and relevant website traffic, according to the company. Within the first 10 days, the campaigns had already generated concrete mortgage calculations and mortgage consultations. The bank presented these as early, concrete results from the pilot. Those outcomes were reported as first signals, not as final results.
The pilot also covered business account opening, where engagement levels significantly outperformed those of social and display channels. Both Dutch and English-speaking new customers found the bank through these ads. The company described this as relevant traffic from different language groups.
Customer orientation is moving outside the bank's own channels
Consumers increasingly used AI to search for financial information, compare options and prepare decisions. They increasingly discovered and compared financial products through conversations with AI. AI platforms evolved into a channel where consumers explored options even before visiting a financial provider's environment. This placed part of the customer journey outside the bank's own website and app.
That shift mattered because consideration outside the bank's own channels changed where visibility was created. If comparison happened in an assistant, the bank needed a presence there to remain part of the choice. For investors, the question was whether that presence could carry through to interaction and applications.
Ada Jong, Head of Digital Sales & Engagement, said: "Part of the orientation and consideration phase is shifting to an environment outside our own channels." She linked that shift to the need to test new places to meet customers. The statement framed the pilot as a response to changing customer behaviour.
