AI in Banking Marketing: Smarter, but still Human?

What if efficiency and human connection were no longer opposites? In a banking sector undergoing rapid digitalization, it’s essential to rethink how to engage clients. With AI and webinars, some players are managing to do both. This is the case for Pascal Bousquet (Head of Commercial Development at Crédit Agricole Transitions & Énergies) and Gilles Bertaux (CEO at Livestorm), who share their vision of marketing that is both useful, human, and impactful.

The Challenge: Combining marketing performance with human support in the Banking Industry

Banking marketing has long relied on close relationships. But how can this be maintained across thousands of clients in a context of accelerated digitalization, regulatory pressure, and scarce resources?

For Pascal Bousquet, Head of Commercial Animation at Crédit Agricole Transitions & Énergies:

In his case, online events hosted on Livestorm have become a central tool to:

• Anticipate regulatory changes in the banking sector
• Educate professional clients
• Generate qualified leads for local teams

And the results are impressive: up to 45% participation rates, above industry averages.

Scaling client education in Banking while keeping it Human

The marketing strategy implemented by Pascal Bousquet is well-oiled and, above all, deeply human. His team prepares comprehensive kits (content, invitation emails, follow-up messages…) that are then adapted and distributed by regional branches.

This model allows for shared production efforts while maintaining strong personalization at the local level. The result: thousands of participants for some formats, with a conversion rate reaching 50% (appointments booked after the webinar).

AI: The invisible ally for Banks

The power of webinars doesn’t stop at the live event. Thanks to AI integration in Livestorm, Pascal Bousquet can now:

• Automatically generate transcripts
• Create summaries, excerpts, and reusable formats (eBooks, blogs, newsletters)
• Analyze behavioral data and centralize it in the CRM…

This type of automated activation saves considerable time. According to a McKinsey study (2024), AI applied to marketing content management reduces processing and follow-up time after webinars by 40%.## Automation Doesn’t Replace Humans: It Amplifies Them

Gilles Bertaux reminds us:

AI should not be used to replace humans but to allow them to focus on what they do best: interaction, expertise, and relationships.

The goal is not to replace client relationships in the banking sector but to enhance them by removing time-consuming tasks. In the future, AI could even automatically answer questions live during a webinar using an enriched knowledge base or offer simultaneous translations of events.

These features are already under development at Livestorm ⚡️

Conclusion: A new era for Banking customer relations

The example of Crédit Agricole Transitions & Énergies shows that even in a decentralized organization, it’s possible to deploy powerful, personalized, and scalable client campaigns by striking the right balance between automation and human presence.

Pascal Bousquet concludes:

Our results speak for themselves: thousands of participants, a 50% appointment rate, and ROI that speaks volumes. It’s not magic: it’s a fine-tuned orchestration of content, tools, and teams.