Harnessing generative AI training to improve marketing campaign performance at Oschadbank

Partner Overview

Oschadbank (Ощадбанк) is the State Savings Bank of Ukraine. Founded by the Government of Ukraine, the bank – headquartered in Kyiv – has close to 1,200 branches, with UAH 12 billion of operating profit and UAH 9.5 billion profit before tax in 2023. As confirmed by the National Bank of Ukraine, It is officially one of the country’s systemically important financial institutions (SIFI).

Project Overview

Neurons Lab partnered with Visa to provide the Oschadbank marketing team with a training program – focused on understanding and using generative AI to solve key business challenges. 

As an AWS Advanced Consulting Partner and one of the first companies in the world to receive the AWS Generative AI Competency, we delivered a GenAI Enablement education program to the Oschadbank marketing team.

The aims were to:

• Increase the team’s awareness of GenAI capabilities and marketing use cases
• Provide hands-on experience in how to use GenAI tools for marketing tasks

Business Challenges

The Oschadbank marketing team wanted to increase productivity and operational speed by leveraging GenAI to:

• Create marketing content and analyze data more efficiently
• Create more targeted messages for different audiences
• Personalize customer journeys more effectively
• Keep up with competitors in terms of speed and creativity

However, challenges for the marketing team to overcome included:

• Low awareness of the different AI solutions available and their use cases in marketing
• Low implementation of cutting-edge AI tools in its marketing strategies and ongoing tasks
• Difficulty choosing the right AI tools for their needs given the crowded market of solutions available

Solution

During the GenAI educational program, topics we covered included – but were not limited to:

No coding skills were required for the GenAI Enablement educational program, opening access to all non-technical marketing team members.

We demonstrated how AWS Services can be leveraged for marketing activities in financial services.

Solutions that the team collaboratively developed to improve operational excellence included:

• The highly customizable Amazon Bedrock for integrating and deploying GenAI applications
• Amazon Q, a GenAI-powered assistant that summarizes and analyzes vast amounts of data

These services prioritize privacy and security, crucial for marketing use cases in financial services.

Through immersive, practical training sessions, the marketing team learned how to use a wide range of cutting-edge GenAI tools to solve their business challenges. These tools included LeonardoAI, HeyGen, ElevenLabs, Jasper, Gemini, ChatGPT, Claude, and more.

We also shared more than 20 relevant case studies demonstrating how different businesses have successfully used GenAI in their marketing campaigns.

The program involved an initial scoping session, two practical workshops, and then a retrospective session to analyze the results.

During the program, Neurons Lab provided the following course components focussing on GenAI education and implementation for marketing use cases:

Scoping session

• Providing a clear understanding of AI with a comprehensive introduction
• Evaluating a comparison of AI vs. human performance
• Exploring current and future trends in GenAI
• Discussing needs and requirements for course customization

Practical workshop #1

• Sharing best practices for AI prompting in content creation
• Learning how to edit and generate images
• Exploring generating and editing voices and music
• Mastering the techniques for creating high-quality texts using popular LLMs
• Acquiring the skills for creating engaging AI-driven videos

Practical workshop #2

• Learning how to use LLMs to process PDFs, Word documents, Excel tables, charts, and diagrams
• Discovering how to create clear, compelling reports and presentations
• Discussing seamless integration approaches and process management

Retro session

• Analyzing results and progress a few weeks after the practical workshops
• Resolving final queries in our Q&A session
• Exploring continuous learning opportunities and discussing the future integration of GenAI

Find out more about GenAI Enablement from Neurons Lab.

Results

The marketing team gave very positive feedback for the GenAI Enablement program, with scores including:

• 4.9/5 for the course trainer’s presentation style and support
• 4.6/5 overall satisfaction of the marketing team for the course

“I am happy with this training. There were a lot of materials and accesses were provided so that we could test everything. The speaker explained everything clearly. We are aiming to implement what we have learned into our work.”

Sergii Grabchak | Oschadbank Marketing Director

About Neurons Lab

Neurons Lab is an AI consultancy that provides end-to-end services – from identifying high-impact AI applications to integrating and scaling the technology. We empower companies to capitalize on AI’s capabilities.

As an AWS Advanced Partner, our global team comprises data scientists, subject matter experts, and cloud specialists supported by an extensive talent pool of 500 experts. We solve the most complex AI challenges, mobilizing and delivering with outstanding speed to support urgent priorities and strategic long-term needs.

Ready to leverage AI for your business? Get in touch with the team here.