a day ago
Ruya rolls out AI brand film to promote business banking offering
Ruya, the UAE's first digital Islamic community bank, has launched a new brand film titled You've Got Better Things to Do as part of a wider campaign focused on its business banking proposition. Created in partnership with Acorn Strategy, the film uses generative AI throughout its production process to reflect the bank's emphasis on modern, tech-enabled solutions.
Targeting entrepreneurs, SMEs and freelancers, the campaign aims to communicate ruya's core message: that banking should be simple, efficient and aligned with the pace of today's business needs. The film showcases everyday business owners managing their operations, with a narrative that positions ruya as a time-saving alternative to traditional banking systems.
In line with this positioning, the production took a deliberately unconventional route. The team used AI tools such as ChatGPT for script enhancement, Eleven Labs for voiceover generation, and platforms including Runway, Mystic 2.5 and Topaz for visual creation. While all imagery was AI-generated, the creative concept and editing were led by human teams.
'This film represents an innovative step forward for the Islamic banking sector,' said Christoph Koster, CEO of ruya. 'As a digital-first Islamic bank, we believe technology should simplify life, not complicate it. Embracing AI in our marketing is a natural extension of our forward-thinking ethos, as it reflects how we operate as a brand and how we believe banking should evolve: simple, smart, and aligned with the pace of today's world.'
According to ruya, the campaign forms part of a larger communications strategy aimed at reaching business customers through digital channels. Early performance figures show over 432,000 views on YouTube and more than 1.2 million on Meta platforms.
The campaign also reinforces ruya's positioning within the Islamic finance landscape, offering digital-first services built on transparency, fairness and ethical banking principles. You've Got Better Things to Do is currently live across ruya's digital and social platforms.
