From campaigns to context. GIB built AI-powered personalisation as a core enterprise capability — within SAMA's regulatory perimeter.
Gulf International Bank is a pan-regional financial institution headquartered in Bahrain, with a heritage in wholesale banking, treasury and capital markets across the GCC. As part of its evolution into digital retail and SME banking, GIB launched modern mobile and online applications — and customer expectations shifted with them.
Personalisation was rules- and segment-based; channels operated independently; marketing innovation depended on long IT change cycles; Saudi regulatory and security requirements constrained experimentation. Moving beyond campaigns required architecture, not features.
Sense assembled a unified, live customer state. Decide delivered intent detection, propensity scoring, churn risk and next-best-action selection from a governed ML Studio. Allyvate AI ran closed-loop learning with human-in-the-loop oversight. Inform enforced centralised consent and preference management aligned to SAMA.
~30–35% increase in digital engagement; ~20–25% uplift in conversion vs batch campaigns; ~15–20% increase in priority-feature adoption. Operationally: 35% reduction in message fatigue, 4× faster time-to-market, reduced IT dependency. Governance: 100% auditable and explainable decisions, SAMA-aligned.