Mox Bank advances customer acquisition with AI-powered marketing

As competition intensifies in Hong Kong’s banking market, banks must identify and reach high-intent prospects more precisely while optimising acquisition costs and delivering distinctive advertising experiences that drive action and measurable results.

Mox Bank (Mox), the digital bank backed by Standard Chartered, has halved its customer acquisition costs and more than tripled account openings through a proprietary AI-powered advertising system developed by its marketing and data teams.

Working with AI solution provider Appier, Mox leveraged the technology to develop a dual acquisition engine combining intelligent target audience outreach and creative optimisation.

Setting a new standard, Mox's AI-powered campaign earned the Best Use of Artificial Intelligence award at Loyalty Engagement Awards 2026.

Reaching high-intent prospects with greater precision

To improve acquisition efficiency, Mox used predictive AI to identify prospects more likely to complete an account opening.

With return on ad spend (ROAS) as a key optimisation objective, Mox applied AI to dynamically adjust budget allocation and targeting strategies in real time. By analysing behavioural signals across apps, placements and time periods, Mox’s system continuously optimised where and when campaigns appeared. It also helped Mox identify prospects who shared characteristics with users who had already opened an account, enabling campaigns to focus investment on audiences with stronger conversion potential.

This allowed Mox to scale customer acquisition more efficiently while maintaining disciplined advertising spend.

Turning static assets into interactive playable ads

Mox also explored how AI could make advertising more engaging while accelerating creative production.

Using AI-powered creative generation tools, existing static brand assets were transformed into interactive playable ads, giving prospective customers a more immersive way to explore Mox Credit Card rewards and app experience from their first advertising touchpoint.

Mox transformed static assets into interactive ads using AI automation, shortening production cycles from weeks to hours, allowing Mox to test, iterate and refresh creative concepts at much greater speed.

The interactive format ultimately more than doubled conversion rates, showing how faster creative iteration and stronger engagement could translate directly into account growth.

“Our AI-first approach reflects Mox’s commitment to redefining digital banking experiences,” said Long Chiu, head of marketing at Mox. By combining more precise media decisions with AI-generated interactive experiences, Mox strengthened acquisition efficiency, accelerated account growth and advanced how digital banks can effectively engage prospective customers - setting a new benchmark for digital financial marketing.

This article is sponsored by Appier.