This week, PicPay launched a new campaign with one of its videos created entirely by generative artificial intelligence (GenAI). The company seeks to highlight its pioneering use of this technology, which has already made it a global case in AI-enabled customer service.
All elements of the video – from the soundtrack to the voiceover and characters – were generated by GenAI, based on prompts defined by the PicPay team, without the need for traditional recordings.
With the slogan “With PicPay, the experience is different”, the campaign promotes the application’s features that aim to facilitate users’ financial management.
“GenAI is at the heart of our operation, enabling a practical and innovative experience that no other player offers. This AI-generated video is a milestone in our campaign, highlighting how artificial intelligence is already transforming the way we communicate and interact with our customers”, says Jaime Spaniol, Design Executive at PicPay.
The campaign, which features Ivete Sangalo and Sabrina Sato, also highlights features of the application, such as organizing bank accounts, payment reminders and the option to hide balances. Another highlight is the recent function that allows you to send Pix via audio, via chat, an innovation in the Brazilian market.
Developed in partnership with Publicis Brasil, the campaign will be shown on different media channels, including TV, radio, streaming, cinema and outdoor media (OOH), in addition to a strong presence on digital platforms such as YouTube, TikTok, Instagram and Kwai.
The launch takes place as PicPay turns 12 years old, with 57 million registered accounts and 36 million active users, numbers that position it as the seventh largest bank in the country, according to the Central Bank.
