AIA AI+A

THE CHALLENGE

In 2025, Singaporeans were using AI for almost everything, including key financial decisions. But there was a problem: while 80% of people used AI tools, only 16% trusted AI for financial advice.

AIA needed to launch its enhanced AI capabilities in a market flooded with AI claims.

The challenge was to turn AI curiosity into financial confidence, by proving that AI could start the conversation, but only a real advisor could make it real.

THE IDEA

Instead of positioning AI as the answer, we positioned it as the beginning of a better financial conversation.

We created a campaign featuring bespoke AI-generated executions that interpreted financial advice exactly as AI might. The idea was simple:

AI+A – Artificial Intelligence + Advisor.

A bespoke and ownable campaign that brought to life the idea that AI can generate possibilities, but real Advisors turn them into real solutions.

CASE STUDY

AI CURIOSITY, HUMAN ADVICE

Phase 1: Discover Your AI Style

We met people where their behaviour already was, with a gamified entry point that invited them to explore financial protection through AI and discover their own AI financial persona.

It made the topic feel accessible, interactive and relevant to the moment. But it also revealed a bigger truth: AI can help you start the journey, but it cannot take you all the way.

Phase 2: As Imagined by AI

AI became the creative lens for the campaign, and a means to show the gap between algorithmic capability and that of our advisors. We asked AI to interpret financial advice literally, then turned those answers into surreal, scroll-stopping executions across investing, saving, protecting and retiring.

From AI Curiosity to Real Advice

We drove awareness across online and offline touchpoints, each execution making the point clear: AI can generate answers, but advisors make them meaningful. The surreal creative helped AIA stand out in a sea of increasingly AI-dependent campaigns.

From there, users were guided from AI curiosity into real-world action by connecting with an AIA Advisor. Their AI financial personality became the starting point for a more meaningful conversation, where advisors could turn insights into bespoke plans that reflected real people's needs, goals and lives.