How Chime is redefining marketing through AI

Chime 是一家领先的金融科技公司，为数以百万计的普通用户提供消费、储蓄、流动性和信用服务。

我们采访了 Chime 的首席营销官 Vineet Mehra，谈及技术如何推动营销进入黄金时代、营销人要如何提升对 AI 的素养，以及如何从高层推动 AI 落地。

在多个行业带领过营销团队的你，如何看待营销职能和 CMO 的演变？

Mehra 认为我们正进入一个以 AI 为核心、将营销“代理化”（ Agentification of Marketing ）的时代——这不是把 AI 当作单一工具，而是在重塑整个营销运作模式。传统以活动为中心的架构会被一种“代理式”模型取代：AI 代理作为品牌的延伸，能实时适应、规模化个性化并以前所未有的精度优化投入。这将迫使组织设计从围绕执行的静态团队，转向编排不断学习和改进的 AI 驱动系统的动态团队。这一变革让有准备的 CMO 比以往任何时候都更有能力完成其核心职责：把资本投向能最大化高效增长的地方。现在的挑战是速度——CMO 需要迅速调整组织、能力和决策机制，才能充分利用这一新范式。未来属于能快速完成转型的团队。

（原话）“把 AI 看作不仅仅是战术性或任务型工具，而是横向连接现代营销生态的东西。”

你主张 CMO 并非面临威胁，而是迎来“营销黄金时代”，这具体指什么？

他认为毋庸置疑，我们正在进入营销的黄金时代。比以往任何时候， CMO 都有更多机会以更高效率推动盈利性增长。

AI 正在打破品牌、效果与生命周期营销之间的传统壁垒，促成更连通、更具自适应能力的营销模式。规模化个性化从长期愿景变为可操作的现实，这得益于强化学习带来的快速试验迭代。营销团队现在可以实时测试、学习与优化——把过去需要数月的流程压缩为数日，从而更快地产生实际效果。与此同时，AI 代理将承担常规优化、洞察挖掘和执行自动化等工作，使团队能把精力集中在更高价值的策略与创意上。

这一时期有望释放前所未有的增长潜力。 CMO 的作用比以往更具影响力，推动实际业务增长的能力也更在掌控之中。掌握更多工具、数据与 AI 智能，营销人能够更聪明地决策、更快地行动、创造更持久的影响。

你会给希望有效利用 AI 的营销负责人什么建议？

他建议把 AI 的采用建立在明确且有结构的框架上，避免把 AI 视为一堆零散工具，而应把它当成能放大营销效果的系统。关键有三点：

• 从高层推动（ Champion AI from the top ）：AI 的采用不仅是技术决策，还是业务转型。 CMO 必须主导这场变革，制定战略路线图，让团队理解 AI 的潜力，并明确 AI 如何同时驱动创意与增长。
• 小步试点、快速扩展（ Start small, scale fast ）：最大的阻碍之一是想一口吃成胖子。 AI 最好通过实践学习：快速试点带来小胜，积累信心然后加速扩展。他们最初用 AI 做文案润色，随后扩展到 AI 辅助的创意制作、 SEO 以及实时媒体优化。每次 AI 部署都应带来可衡量的效果，不论是效率提升、内容产出速度，还是更高的转化率。
• 输入决定输出（ AI is only as good as the inputs it gets ）：AI 不是自发好用，效果取决于数据与参数的质量。早期他们发现个性化模型和预测竞价在数据输入未优化前表现不佳。后来为内容创作训练了以 Chime 最佳内容为基础的定制模型，效果显著优于直接使用通用模型。因此， CMO 在扩大 AI 时必须优先保证数据质量与模型训练，使其与业务目标对齐，而不仅仅是为了自动化任务。

（原话）“这些工具的效用取决于人们能否最大化地使用它们。我们引入 GPTs 时是个小胜，让大家先熟悉。慢慢地，当他们更习惯后，会开始说，‘哇，我能做这个——还能做什么？’”

AI 如何重塑你们的营销组织运作？

Mehra 说， AI 正让他们更快、更灵活、更精准地创造、优化与学习。 Chime 在许多营销工作流中嵌入了 AI，变化最大集中在三方面：

• 创意与内容产能： AI 提速了内容生产，同时保持品牌质量。从 AI 协助的分镜与视频生成，到自动化内容开发，他们减少对外部代理的依赖，建立了内部 AI 能力，既提高创意产出也降低成本。 AI 驱动的工作流让素材更快开发与投放，增强市场机动性。
• 媒体与生命周期营销的实时优化： AI 让他们从人工测试转向实时自动化决策。像 PMAX 和 OfferFit 这样的工具会根据实时表现信号动态调整媒体投放、信息和客户接触点，确保每次互动都被优化。取代了“设置后放任”的活动， AI 让营销在当下持续改进绩效。
• 更快、更聪明的客户洞察： AI 不仅提升执行，也在改变他们理解与响应客户的方式。 AI 驱动的趋势发现与情感分析能实时处理大量客户反馈。比如，他们的 AI 驱动的“客户之声”分析会生成每周洞察，直接指导产品与营销策略，确保始终围绕会员最关心的事项调整。另外，研究团队还打造了一个 Custom GPT，作为互动数据库，用户可以提问并从代表关键细分市场的合成角色那里得到答案。

（原话）“我们为营销 AI 制定了横向框架，同时也允许每个专能团队拥有能提升其工作效率的工具。我认为这很重要。”

不过， AI 不只是为了提速——更要谨慎落地。他们最大的教训是： AI 的好坏取决于输入质量。正如前面所说，在优化数据输入之前，个性化模型和预测出价的效果并不理想。为此，他们建立了 Chime Content GPT 这一定制模型，以 Chime 表现最好的内容为训练数据，确保每个 AI 生成的输出都保持品牌语气、质量与可信度。

AI 发展迅速，没有一套放之四海皆准的操作手册。关键是保持适应性，快速试验，并从成功与失败中学习。那些动作最快且在训练与整合 AI 时最谨慎的公司，将最有可能在新纪元中率先实现增长。

归根结底，最重要的能力不是 AI 本身，而是好奇心。 AI 不是来替代你，但如果你不进化，懂得利用 AI 的人会取代你。最优秀的营销人会持续领先、保持学习并快速行动。问题不在于 AI 是否会改变营销，而在于你是否准备好随之改变。

补充： Chime 在整个组织各部门（包括运营、营销、工程、产品、分析等）都在使用 ChatGPT 。

此外， OpenAI 为全球超过 100 万家企业客户提供支持，是历史上增长最快的企业平台。

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全球超过 100 万家企业正在用 OpenAI 取得显著成效。如需联系，请访问：https://openai.com/contact-sales/

Chime is a leading financial technology company that addresses the spending, saving, liquidity, and credit needs of millions of everyday people.

We spoke with Vineet Mehra, Chief Marketing Officer at Chime about technology enabling a golden era of marketing, marketers developing AI literacy, and driving AI adoption from the top.

We are entering the era of AI and the Agentification of Marketing—the next paradigm shift for CMOs. AI is not just another tool—it’s redefining the marketing operating model. The traditional campaign-centric structure is giving way to an agentic model, where AI agents operate as an extension of the brand—adapting in real time, personalizing at scale, and optimizing spend with unprecedented precision. These agents will fundamentally reshape how marketing organizations are designed, shifting from static teams built around execution to dynamic teams orchestrating AI-driven systems that continuously learn and improve. This is, in many ways, the best-positioned CMOs have ever been to fulfill their core mandate: allocating capital to maximize efficient growth. The challenge now is speed—CMOs must rapidly adapt their organizations, capabilities, and decision-making to fully leverage this new paradigm. The future belongs to those who can make the shift—fast.

"Think of AI as not just tactical or task-based, but as something horizontal that can connect this ecosystem of marketing needed in the modern age."

There is no doubt that we are now entering the golden age of marketing. More than ever, CMOs have the opportunity to drive profitable growth with greater efficiency than at any point in history.

AI is also breaking down traditional silos between brand, performance, and lifecycle marketing, helping create a more connected, adaptive marketing model. Personalization at scale, long considered an ambition, is now becoming an operational reality, powered by reinforcement learning that rapidly accelerates experimentation velocity. Marketers can now test, learn, and optimize in real time—compressing what once took months into days—allowing us to get to impact and outcomes faster than ever. At the same time, AI-powered agents will provide new levels of support for marketing teams—handling routine optimizations, surfacing insights, and automating execution—so teams can focus on the highest-value strategic and creative work.

This next era offers the potential to unlock growth like never before. The role of the CMO has never been more impactful, and the ability to drive real business growth has never been more within our control. With more tools, data, and AI-driven intelligence at our fingertips, marketers are now more empowered than ever to make smarter decisions, move faster, and create lasting impact.

The most successful AI adoption strategy is built around a clear, structured framework that ensures AI isn’t just a series of disconnected tools but an integrated system that amplifies marketing’s impact. It starts with three key principles:

• Champion AI from the top: AI adoption isn’t just a technology decision—it’s a business transformation. CMOs must own the shift by driving the strategic roadmap, ensuring teams understand AI’s potential, and setting the vision for how AI fuels both creativity and growth.
  
• Start small, scale fast:One of the biggest barriers to AI adoption is the temptation to boil the ocean or aim for immediate transformation. The reality is that AI is best learned through hands-on experimentation—quick wins build momentum, drive confidence, and fuel faster scaling. We started with AI for simple tasks like copy refinement, then expanded into AI-assisted creative production, SEO, and real-time media optimization. Every AI deployment should drive measurable impact, whether in efficiency gains, content velocity, or higher conversion rates.
  
• AI is only as good as the inputs it gets: AI doesn’t just work on its own—it’s only as effective as the data and parameters it’s given. The quality of inputs defines the quality of AI outputs. Early in our AI journey, we saw that personalization models and predictive value bidding struggled until we refined our data inputs. Similarly, our AI-driven content creation was more successful once we built a custom GPT trained on Chime’s best-performing content rather than relying on off-the-shelf models. CMOs must prioritize data quality and model training as they scale AI, ensuring it aligns with their business goals rather than just automating tasks.

"These tools are only as good [...] as a person's ability to get the most out of them. That's why we introduced GPTs—it was a small win to get people used to it. Little by little, as they become more comfortable, they start to say, 'Wow, I can do this—what else can I do?'"

AI is transforming how our marketing organization operates by making us faster, more adaptive, and more precise in how we create, optimize, and learn. At Chime, we’ve embedded AI across many of our marketing workflows to drive greater efficiency and impact, with the biggest changes happening in three areas:

• Creative and content velocity:  AI is accelerating content creation without sacrificing quality or brand integrity. From AI-assisted storyboarding and video generation to automated content development, we’ve cut reliance on external agencies and built in-house AI capabilities that increase creative output while reducing costs. AI-powered workflows now allow us to develop and deploy assets more quickly, giving us more agility in-market.
• Real-time optimization in media and lifecycle marketing – AI is helping us move from manual testing to real-time, automated decision-making. Tools like PMAX and OfferFit dynamically adjust media spend, messaging, and customer touchpoints based on live performance signals, ensuring that every interaction is optimized for impact. Instead of relying on set-it-and-forget-it campaigns, AI enables us to constantly refine and improve marketing performance in the moment.
• Faster, smarter customer insights: AI isn’t just improving execution; it’s reshaping how we understand and respond to our customers. AI-powered trend spotting and sentiment analysis allow us to process vast amounts of customer feedback in real time. For example, our AI-driven voice of customer analysis generates weekly insights that directly inform product and marketing strategy, ensuring that we’re always adapting to what matters most to our members. In addition, our research team has created a Custom GPT that serves as an interactive database where users can ask questions and get responses from synthetic personas that represent our key segments.

"We've laid out a framework for marketing AI that's horizontal, but also allows each specialist to have tooling that enables them to do their job better. I think that's really important."

But AI isn’t just about speed—it’s about thoughtful implementation. The biggest lesson we’ve learned is that AI is only as good as the inputs it gets. As mentioned,  we found that personalization models and predictive value bidding weren’t performing as expected until we refined the quality of data we were feeding them. This is why we built Chime Content GPT, a custom AI model trained on our best-performing content, ensuring that every AI-generated output maintains our brand voice, quality, and credibility.

AI is evolving fast, and there’s no single playbook for success. What matters most is staying adaptable, experimenting quickly, and learning from both wins and failures. The companies that move fastest—while ensuring AI is thoughtfully trained and integrated—will be the ones best positioned to drive growth in this new era.

At the end of the day, the most important skill isn’t AI—it’s curiosity. AI isn’t here to replace you, but if you don’t evolve, someone who understands how to harness it will. The best marketers will be the ones who stay ahead, keep learning, and move fast. The question isn’t whether AI will change marketing—it’s whether you’re ready to change with it.

Chime uses ChatGPT across its entire organization in every department, including operations, marketing, engineering, product, analytics, and more.

OpenAI supports 1 million business customers around the world—the fastest-growing business platform in history.

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