THE CAMPAIGN

This is Maria Bernasconi. Switzerland’s first fully AI-based financial expert – fluent in Bernese dialect and financial literacy.
How do you teach financial basics to an audience that doesn’t trust financial advisors – and doesn’t understand financial jargon? You don’t create another ad. You create a person.

The Idea
Maria Bernasconi used to be just a fictional name on sample documents. Now, she’s the approachable face of financial education on Instagram – young, self-aware, and completely AI-generated. Maria answers Switzerland’s most common questions around investing and retirement – in plain Bernese German, with clarity and a refreshingly down-to-earth attitude.

She doesn’t sell products. She builds understanding.

The Execution
What feels like a real human is in fact a tech-built personality powered by thoughtful AI craft:

• Her face: Generated from over 1,000 portraits of women living in Switzerland – diverse, trustworthy, unfiltered.

• Her voice: Created with ElevenLabs, tailored to sound smart, natural, and warm.

• Her mind: Trained on up-to-date financial literature – no hallucinations, no product bias, just clear information.

• Her world: Shot in 8 everyday settings (home office, café, sofa…) to feel like your informed best friend on Instagram.

Content is generated regularly using HeyGen, enabling seamless production of interactive and real-time content pieces.

The Impact
Maria doesn’t just talk finance. She gets people to listen. She generated standout engagement rates, was broadly accepted by the community – and even made it to Swiss TV as a conversation starter around AI and finance.

The campaign was developed at Jung von Matt LIMMAT