How AI turned banks’ risk data into advertising

Across India, lenders like HDFC and Kotak are repurposing the same algorithms that once judged credit risk to run hyper-personalised marketing campaigns.

These systems now predict who’s ready for a credit card, or insurance plan by studying every transaction, payment, and habit — turning customer data into personalised sales pitches.

The RBI has drawn clear lines for how AI can be used in lending. But when it comes to marketing, the rules are still fuzzy. That leaves space for India’s biggest banks to experiment—and for AI to quietly reshape how finance sells itself.

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