Making Marketing More Human: How Chime Is Building an AI-Powered Brand With Empathy at the Center

Part of our AI at Chime series, highlighting how teams across Chime are applying AI with intention, responsibility, and purpose.

Can technology make relationships more human?

At Chime, we believe the answer is yes—but only when innovation is grounded in purpose, trust, and clarity of brand.

Across our organization, AI is reshaping how we operate—reducing friction, accelerating creativity, and helping our teams deliver more personalized, human-centered experiences to our members. But for us, this isn’t just about efficiency gains. It’s about using AI to unlock time—time to think, time to connect, time to create.

As Chief Marketing Officer Vineet Mehra puts it, “That’s what turns efficiency into empathy.”

Over the past year, Chime has embedded AI across core growth and experience functions—from Marketing to Member Operations. These aren’t isolated use cases or owned by a single team. They’re part of a shared system designed to deepen trust, reduce friction, and personalize how members experience Chime end to end.

Member Experience Operations

Across Chime’s member experience operations, AI now handles over 70% of inbound support interactions across chat and voice. Members save more than 90 million minutes per year, satisfaction scores have doubled, and human agents are able to focus on the most complex, high-empathy cases—where judgment and care matter most. At scale, this capability reinforces the promises Marketing makes, ensuring speed, clarity, and trust are felt not just in campaigns, but in every interaction members have with Chime.

Onboarding Journeys

We’ve deployed AI to generate millions of personalized onboarding flows, using approved data and guardrails to ensure relevance and consistency. The result: each new member receives guidance that’s relevant, intuitive, and aligned with their financial goals from day one.

Creative Production

Chime’s in-house team has increased content output by more than 300% year over year while reducing development timelines by 60% and maintaining brand, legal, and compliance review standards. With AI tools trained on our own brand voice and visual system, we’re producing faster—but staying unmistakably Chime.

“We’ve built what we call our ‘brand brain,’” says Mehra. “It’s a living dataset trained on years of Chime storytelling and community insights. It helps us move fast, without losing who we are.”

While many in tech have championed “move fast and break things,” Chime has chosen a different path—one that moves fast, but never breaks trust. We call it go slow to go fast. That means aggressive experimentation where it makes sense, and intentional human oversight where it matters most.

Where AI enhances communication or automates routine tasks, we scale quickly. Where AI impacts member outcomes—like financial advice or money movement—humans stay in the loop. This hybrid approach ensures our tools amplify what matters: clarity, reliability, and connection.

As generative AI becomes widely available, tooling alone won’t determine who wins. Brand will. “AI levels the playing field,” says Mehra. “Your story, your values, your mission—that’s your moat.”

That’s why we’ve invested in AI systems trained on Chime-specific data: member feedback, campaign performance, and community conversations. From ChimeGPT, our internal content model, to SPARKI, our AI-powered research assistant, every tool is designed to reflect our voice, our values, and our audiences.

Chime’s approach to AI is built on a simple idea: this technology should empower people, not replace them. We’re scaling what works:

• Using automation to reduce manual lift
• Using data to create more personalized experiences
• Using brand to build long-term trust

AI is transforming the marketing operating model—from campaign-centric teams to AI-augmented systems that adapt, optimize, and learn in real time. But the goal isn’t just speed. It’s precision. It’s clarity. It’s creativity.

As Mehra puts it, “We’re entering the golden age of marketing. One where creativity, data, and technology finally work in harmony.”

At Chime, we see AI as more than a capability—it’s a catalyst.

A catalyst for better experiences, for more meaningful connections, and for a brand that moves with speed and empathy.

In an era where everyone has access to the same tools, what sets you apart is how you use them—and why.