- PKO Bank Polski in Poland uses advanced machine learning algorithms to better recognize the needs of its customers.
- From now on, users will find information tailored to their individual preferences on the bank’s website.
- PKO Bank Polski is developing hyper-personalization to create an individual offer for customers in the future.
PKO Bank Polski uses artificial intelligence and data analysis to better recognize the preferences and expectations of its customers. Now the bank can match the product to the user in real time and display information about it in the most visible place on the bank’s website (https://www.pkobp.pl/)Â
– Banking of the future is online and mobile banking tailored to the needs of each user. Personalization supported by advanced machine learning algorithms opens up completely new possibilities for tailoring the offer and communicating with the customer. At PKO Bank Polski, we have taken another step in this direction. Currently, half of the users of the bank’s website are exposed to content personalized based on data analysis. The combination of AI and customer knowledge will allow us to provide them with a completely new, individual shopping experience, – says Marcin Bednarski, director of the Data Analytics Department at PKO Bank Polski.
Personalization powered by ML/AI
Thanks to the use of advanced data analysis algorithms, PKO Bank Polski can adapt marketing content and offer better-tailored products. It can identify a client whose third-party liability insurance policy is expiring and propose new insurance. The technological solution used on the bank’s home page not only determines the selection of the product the customer may be interested in at a given moment but also ensures that the same advertisements do not appear too often. The system selects content by analyzing the customer’s activity history. Decisions about what information to display are made based on advanced machine learning models. The solution automatically scales to the amount of traffic on the website. As a result, the entire analysis takes place at a time unnoticeable to the client.
– Cloud services are the foundation for our extensive use of technology. We have built competencies allowing us to implement the most innovative projects. Thanks to data processing and artificial intelligence solutions available in the cloud, we have prepared an application that instantly identifies the website user, retrieves data about him, and generates offer recommendations, – says Piotr Krawczyk, Director of the Application Development and Maintenance Division of PKO Bank Polski.
From personalization to a unique offer for each user
PKO Bank Polski has been using solutions that allow for the personalization of advertising content in its digital channels for a long time. So far, personalized offers have been created for specific customer groups and segments. The planned hyper-personalization will replace standard CRM campaigns shortly and will be developed to create a unique offer for each user. The bank strives to ensure that both corporate and retail clients have access to an individual offer of products and services. All activities in the area of content personalization undertaken by the bank take place with the customer’s consent.
