How Chime is redefining marketing through AI Hoe Chime marketing herdefinieert met AI

Contact sales

Company size: Enterprise

Region: North America

Industry: Finance

Products: ChatGPT

Chime is a leading financial technology company that addresses the spending, saving, liquidity, and credit needs of millions of everyday people.

We spoke with Vineet Mehra, Chief Marketing Officer at Chime about technology enabling a golden era of marketing, marketers developing AI literacy, and driving AI adoption from the top.

As someone with experience leading marketing teams in multiple industries, how have you seen the role of marketing and the CMO evolve?

We are entering the era of AI and the Agentification of Marketing—the next paradigm shift for CMOs. AI is not just another tool—it’s redefining the marketing operating model. The traditional campaign-centric structure is giving way to an agentic model, where AI agents operate as an extension of the brand—adapting in real time, personalizing at scale, and optimizing spend with unprecedented precision. These agents will fundamentally reshape how marketing organizations are designed, shifting from static teams built around execution to dynamic teams orchestrating AI-driven systems that continuously learn and improve. This is, in many ways, the best-positioned CMOs have ever been to fulfill their core mandate: allocating capital to maximize efficient growth. The challenge now is speed—CMOs must rapidly adapt their organizations, capabilities, and decision-making to fully leverage this new paradigm. The future belongs to those who can make the shift—fast.

> "Think of AI as not just tactical or task-based, but as something horizontal that can connect this ecosystem of marketing needed in the modern age."

Listen

You’ve argued that instead of being under threat, CMOs are entering a “golden era of marketing.” What do you mean by that?

There is no doubt that we are now entering the golden age of marketing. More than ever, CMOs have the opportunity to drive profitable growth with greater efficiency than at any point in history.

AI is also breaking down traditional silos between brand, performance, and lifecycle marketing, helping create a more connected, adaptive marketing model. Personalization at scale, long considered an ambition, is now becoming an operational reality, powered by reinforcement learning that rapidly accelerates experimentation velocity. Marketers can now test, learn, and optimize in real time—compressing what once took months into days—allowing us to get to impact and outcomes faster than ever. At the same time, AI-powered agents will provide new levels of support for marketing teams—handling routine optimizations, surfacing insights, and automating execution—so teams can focus on the highest-value strategic and creative work.

This next era offers the potential to unlock growth like never before. The role of the CMO has never been more impactful, and the ability to drive real business growth has never been more within our control. With more tools, data, and AI-driven intelligence at our fingertips, marketers are now more empowered than ever to make smarter decisions, move faster, and create lasting impact.

What advice would you give to marketing leaders looking to leverage AI effectively?

The most successful AI adoption strategy is built around a clear, structured framework that ensures AI isn’t just a series of disconnected tools but an integrated system that amplifies marketing’s impact. It starts with three key principles:

The most successful AI adoption strategy is built around a clear, structured framework that ensures AI isn’t just a series of disconnected tools but an integrated system that amplifies marketing’s impact. It starts with three key principles:

* Champion AI from the top: AI adoption isn’t just a technology decision—it’s a business transformation. CMOs must own the shift by driving the strategic roadmap, ensuring teams understand AI’s potential, and setting the vision for how AI fuels both creativity and growth.

* Start small, scale fast: One of the biggest barriers to AI adoption is the temptation to boil the ocean or aim for immediate transformation. The reality is that AI is best learned through hands-on experimentation—quick wins build momentum, drive confidence, and fuel faster scaling. We started with AI for simple tasks like copy refinement, then expanded into AI-assisted creative production, SEO, and real-time media optimization. Every AI deployment should drive measurable impact, whether in efficiency gains, content velocity, or higher conversion rates.

> "These tools are only as good [...] as a person's ability to get the most out of them. That's why we introduced GPTs—it was a small win to get people used to it. Little by little, as they become more comfortable, they start to say, 'Wow, I can do this—what else can I do?'"

How is AI reshaping the way your marketing organization works?

AI is transforming how our marketing organization operates by making us faster, more adaptive, and more precise in how we create, optimize, and learn. At Chime, we’ve embedded AI across many of our marketing workflows to drive greater efficiency and impact, with the biggest changes happening in three areas:

How is AI reshaping the way your marketing organization works?

AI is transforming how our marketing organization operates by making us faster, more adaptive, and more precise in how we create, optimize, and learn. At Chime, we’ve embedded AI across many of our marketing workflows to drive greater efficiency and impact, with the biggest changes happening in three areas:

* Creative and content velocity: AI is accelerating content creation without sacrificing quality or brand integrity. From AI-assisted storyboarding and video generation to automated content development, we’ve cut reliance on external agencies and built in-house AI capabilities that increase creative output while reducing costs. AI-powered workflows now allow us to develop and deploy assets more quickly, giving us more agility in-market.

> "We've laid out a framework for marketing AI that's horizontal, but also allows each specialist to have tooling that enables them to do their job better. I think that's really important."

But AI isn’t just about speed—it’s about thoughtful implementation. The biggest lesson we’ve learned is that AI is only as good as the inputs it gets. As mentioned, we found that personalization models and predictive value bidding weren’t performing as expected until we refined the quality of data we were feeding them. This is why we built Chime Content GPT, a custom AI model trained on our best-performing content, ensuring that every AI-generated output maintains our brand voice, quality, and credibility.

AI is evolving fast, and there’s no single playbook for success. What matters most is staying adaptable, experimenting quickly, and learning from both wins and failures. The companies that move fastest—while ensuring AI is thoughtfully trained and integrated—will be the ones best positioned to drive growth in this new era.

At the end of the day, the most important skill isn’t AI—it’s curiosity. AI isn’t here to replace you, but if you don’t evolve, someone who understands how to harness it will. The best marketers will be the ones who stay ahead, keep learning, and move fast. The question isn’t whether AI will change marketing—it’s whether you’re ready to change with it.

Chime uses ChatGPT across its entire organization in every department, including operations, marketing, engineering, product, analytics, and more.

OpenAI supports 1 million business customers around the world—the fastest-growing business platform in history.

Join the new era of work

More than 1 million businesses around the world are achieving meaningful results with OpenAI.

OpenAI supports 1 million business customers around the world—the fastest-growing business platform in history.

Join the new era of work

More than 1 million businesses around the world are achieving meaningful results with OpenAI.

Contact sales