Campaign details

Brand: Isbank
Lead Agency: Medina Turgul DDB
Region: EMEA


Mobile users have enjoyed 7/24 easy access to banking services more than 10 years. Mobile applications were adopted immediately and provided a fast and user friendly customer experience through their interfaces that included buttons and icons. However, mobile banking has missed out the advantages of face-to-face conversation and more personalized banking experience provided in physical branches. In recent years, with advancements in natural language processing and machine learning technologies, it has become possible to provide human-like conversation experience at mobile banking channels through personal assistants.

As being a pioneer in Turkish mobile banking, Isbank has launched its own AI-based personal assistant "Maxi" in November 2018. Maxi is an AI powered personal assistant which provides 7/24 one-to-one financial assistance with a best in class technology at mobile channels. Maxi lets customers communicate in their daily language and perform advanced PFM queries with enriched graphs and money transfer in one step. Users can ask questions related with their spending history with various details including date, merchant, amount and ask for spending advice which are all unique capabilities in Turkish banking sector.