The Brain Behind Better Banking: How NAB’s AI is Making Banking More Human
It’s rare for a bank to send messages that truly resonate with you. NAB’s Customer Brain changes that. Launched in 2023, it’s an AI-powered engine that helps NAB deliver simple, relevant, and personalised experiences efficiently.
NAB’s Chief Data & Analytics Officer, Christian Nelissen, explains that using technology to listen closely, understand deeply, and anticipate needs improves how customers feel about their banking experience.
“Our goal is to become the most client-centric company in Australia and New Zealand. Customer Brain is central to this, helping us provide personalised experiences at scale,” Nelissen said.
Before the internet, branch managers knew their customers well—their needs and how to help. Customers still want that personal touch. They want their bank to know them beyond their account number, with consistent experiences whether through an app, phone, or branch visit.
Customer Brain supports these connections, enhancing both human and digital interactions.
How Customer Brain Works
Every month, Customer Brain guides over 50 million interactions. It uses 2,000 data points to identify what matters to each customer, then delivers the next best action—whether that’s a helpful reminder, timely nudge, or recognition moment. Since its launch, Customer Brain has boosted customer engagement by 40% when nudging customers toward actions.
More Than Just Technology
Customer Brain wasn’t built overnight. It came from a clear plan to better support customers. Jessica Cuthbertson, NAB’s Executive Customer Decision & Data Science, says the AI is created to help people by making banking simpler, smarter, and more human.
Over half of Customer Brain’s interactions focus on service and engagement. “Being helpful builds trust. Trust builds loyalty,” says Cuthbertson. Powered by Pegasystems’ Customer Decision Hub, the system makes millions of real-time decisions daily. It runs over 2,000 adaptive models and uses 1,200 data points to support 220 next best actions.
This setup continuously improves based on what works. “Always-on doesn’t mean set and forget,” Cuthbertson adds. The Brain learns customer preferences over time to stay relevant without overwhelming them.
Keeping It Simple and Consistent
Lisa Marchant, NAB’s Head of Customer Decisioning, focused on building a solution that avoids complexity. “We avoided creating hundreds of different contact policies. Instead, we standardized our approach for faster delivery, consistent experiences, and a clearer path to market.”
With over 118 million mobile logins each month, NAB wants every interaction to count. The design ensures support for every customer, not just the most active ones.
Real Impact Through Customer Brain
Customer Brain is delivering real results that benefit customers and bankers alike:
- Transaction Disputes: Customers receive updates on their dispute progress through seven real-time actions. These messages see engagement rates up to 55%.
- Home Loan Milestones: Customers get congratulatory messages when they hit major loan repayment milestones or anniversaries. These milestone messages perform 50% better than standard ones.
- Term Deposit Retention: Proactive reminders about term deposit expiries have helped retain around $92 million in deposits, supporting customers in making informed financial choices.
- Business Bank Equipment Finance: Introduced in 2024, this helps customers nearing the end of their lease with options for replacement before the lease ends. Engagement rates reach up to 60% for these actions.
While Customer Brain has scaled successfully and delivered strong benefits, NAB continues to develop new features to improve customer experiences even further.
For those in customer support roles looking to enhance their skills with AI tools and strategies, exploring targeted AI courses can be valuable. Learn more about practical AI applications for customer experience at Complete AI Training.
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