AI Meets Advertising – RHB Bank's Pioneering Campaign in Malaysia
RHB Banking Group's AI-powered campaign with personalized ads shows how technology is transforming – but what does this say about AI in the advertising industry?
At a glance
Country
Malaysia
Year Implemented
2023
Number of Registered SMEs
8,000+
(As of March 2023)
Abstract
RHB Bank’s #JomSapot BeliLokal campaign demonstrates the transformative role of AI in advertising and SME empowerment. Launched in Malaysia in 2023, the campaign utilized generative AI to create hyper-personalized advertisements featuring a local celebrity, leading to a notable increase in card spending. The campaign serves as a benchmark for integrating AI into marketing, supporting local businesses, and reshaping advertising in Malaysia’s digital economy.
This case study examines how AI-driven advertising enhances audience engagement through personalized content and audience segmentation. However, it also raised ethical questions around AI transparency, privacy, and data usage – highlighting the pressing need for clear regulatory frameworks.
All rights reserved. © 2025 Nikkei Business Lab Asia. No part of this publication may be copied, stored, or transmitted in any form. Copying or posting is an infringement of copyright.
Disclaimers:
(1) Regarding Case Study Content: This case study is based mainly on secondary data and analysis of publicly available information unless otherwise stated, and is intended solely for educational purposes. Any opinions expressed by the author(s) are designed to facilitate learning discussion and do not serve to illustrate the effectiveness of the company. Additionally, banner images and logos used in the case study are intended for visualization in an educational setting and it is not used to represent or brand the company. For any dispute regarding the content and usage of images and logos, please contact the team.
(2) Regarding University Affiliation and Titles of Authors: The university affiliation and titles of author(s) seen in the case study is based on their affiliation and title during the time of publication. It may or may not represent the current status of said author(s).