AI-Enabled Marketing Effectiveness in Financial Services - Next Gen Banking

Overview

Objective & Outline

Methodology

Participant Profile

Trainer

Overview

Open for Registration

HRDC PROG NO
To be updated later

When

19 October 2026

9:00 AM - 5:00 PM

add to calendar

Oct 19, 2026, 9:00 AM

Oct 19, 2026, 5:00 PM

Where

Asian Banking School

LEARNING LEVEL

Intermediate

Programme Fee*

MYR 1,900.00

*Subject to 8% Service Tax per pax

This programme equips banking marketing teams with practical approaches to apply AI across campaign execution, content development, and customer engagement.

It focuses on improving speed, consistency, and decision quality in day-to-day marketing work. Participants will learn how to translate AI capabilities into operational use, while ensuring outputs remain aligned with brand standards, compliance expectations, and business objectives.

Programme Outline

Learning Objectives

By the end of the programme, participants will be able to:

Understand where AI can improve marketing execution within banking environments
Assess suitable marketing activities for AI support and prioritisation
Apply AI to enhance campaign development and content production
Evaluate marketing outputs and insights generated through AI
Support the integration of AI into existing marketing workflows responsibly

Programme Outline

M1: AI in Banking Marketing Context
Role of AI in marketing execution and operations
Key opportunities across campaigns, content, and engagement
M2: AI for Campaign and Content Execution
Supporting campaign planning and message development
Enhancing consistency and turnaround in content production
M3: Customer Insights and Targeting
Using AI to interpret customer behaviour and segments
Strengthening targeting and engagement effectiveness
M4: Marketing Workflow Optimisation
Identifying inefficiencies in current processes
Embedding AI into daily marketing activities
M5: Performance Monitoring and Decision Support
Interpreting campaign outcomes with AI support
Improving decision-making through structured insights
M6: Risk, Control and Responsible Use
Managing data sensitivity and output reliability
Aligning AI usage with internal standards and controls

METHODOLOGY

The programme adopts a practical, discussion-led approach using banking-relevant scenarios and case examples. Participants will examine common marketing workflows, identify areas for improvement, and explore how AI can support execution and decision-making. Sessions are structured to encourage peer discussion, reflection, and application to participants’ own roles.

Participant profile

Marketing professionals within banks, including those in campaign management, digital marketing, customer engagement, and communications roles. Suitable for practitioners involved in execution and performance delivery rather than strategic leadership.

Trainer

Sebastian Chik Mun Leong

Senior Consultant, Next Gen Banking Training

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Sebastian Chik Mun Leong

Senior Consultant, Next Gen Banking Training

Sebastian Chik is a senior consultant, trainer, and strategist with over 20 years of cross-industry experience spanning banking, finance, marketing, business development, and digital transformation. He specializes in AI literacy, workplace productivity, responsible AI adoption, and practical AI application for business and public sector environments.

He has delivered AI-related programmes for corporate and government audiences, with a focus on making AI accessible, useful, and relevant for professionals at different levels of readiness. His training approach combines strategic context, practical use cases, hands-on application, and responsible use considerations to help participants apply AI with greater confidence in their day-to-day work.

Sebastian’s work includes AI capability building, AI governance awareness, productivity-focused AI adoption, and customised learning interventions for workplace transformation.