Emirates NBD’s ‘The Wise Ones’ takes new approach to data-driven marketing

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Starting with a film series titled ‘The Wise Ones,’ Emirates NBD aims to transform marketing in the Middle East. (Supplied)
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Starting with a film series titled ‘The Wise Ones,’ Emirates NBD aims to transform marketing in the Middle East. (Supplied)
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Updated 03 January 2021
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Emirates NBD’s ‘The Wise Ones’ takes new approach to data-driven marketing

  • The bank aims to transform marketing in the Middle East
  • Over 48% of people in UAE are more willing to ‘ethically’ share their data and have it used

DUBAI:A 2019 study in the UAE showed that more than 48 percent of people are more willing to share their data and have it used — ethically — by a company if it makes their life easier and more rewarding.
Given the existing economic crisis where people have become more conscious of the value they get from the products and experiences that they spend their money on, financial prudence and literacy are not just a “nice-to-have” but an imperative.
One regional bank, Emirates NBD, says it has taken the approach of using customer data ethically and meaningfully by combining it with creative storytelling to show how people can spend and save wisely.

Starting out with a film series titled “The Wise Ones,” the bank aims to transform marketing in the Middle East. It says the campaign is not about simply selling Emirates NBD’s products and services; instead, it aims to demonstrate the benefits of its product and services through its most active customers.
The films’ narrative style diverges from traditional testimonial style and adopts a more tongue-in-cheek approach to demystify financial prudence by telling the stories through the lens of those who admire, envy or look up to the bank’s customer.  
It was shot in 12 hours over one day due to COVID-19 limitations. As the fans speak about the smart people they know, we see teases of those people through cutaways. And then, when the reveal steps in and the music drops, we see an underwater shot coupled with “heroic” dolly zooms that reveal the bank’s real customers; their names as well as the data around how they use a product to the fullest. The soundtrack is an original piece that has been composed for the series.


EU warns Meta it must open up WhatsApp to rival AI chatbots

Updated 09 February 2026
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EU warns Meta it must open up WhatsApp to rival AI chatbots

  • The EU executive on Monday told Meta to give rival chatbots access to WhatsApp after an antitrust probe found the US giant to be in breach of the bloc’s competition rules

BRUSSELS: The EU executive on Monday told Meta to give rival chatbots access to WhatsApp after an antitrust probe found the US giant to be in breach of the bloc’s competition rules.
The European Commission said a change in Meta’s terms had “effectively” barred third-party artificial intelligence assistants from connecting to customers via the messaging platform since January.
Competition chief Teresa Ribera said the EU was “considering quickly imposing interim measures on Meta, to preserve access for competitors to WhatsApp while the investigation is ongoing, and avoid Meta’s new policy irreparably harming competition in Europe.”
The EU executive, which is in charge of competition policy, sent Meta a warning known as a “statement of objections,” a formal step in antitrust probes.
Meta now has a chance to reply and defend itself. Monday’s step does not prejudge the outcome of the probe, the commission said.
The tech giant rejected the commission’s preliminary findings.
“The facts are that there is no reason for the EU to intervene,” a Meta spokesperson said.
“There are many AI options and people can use them from app stores, operating systems, devices, websites, and industry partnerships. The commission’s logic incorrectly assumes the WhatsApp Business API is a key distribution channel for these chatbots,” the spokesperson said.
Opened in December, the EU probe marks the latest attempt by the 27-nation bloc to rein in Big Tech, many of whom are based in the United States, in the face of strong pushback by the government of US President Donald Trump.
- Meta in the firing line -
The investigation covers the European Economic Area (EEA), made up of the bloc’s 27 states, Iceland, Liechtenstein and Norway — with the exception of Italy, which opened a separate investigation into Meta in July.
The commission said that Meta is “likely to be dominant” in the EEA for consumer messaging apps, notably through WhatsApp, and accused Meta of “abusing this dominant position by refusing access” to competitors.
“We cannot allow dominant tech companies to illegally leverage their dominance to give themselves an unfair advantage,” Ribera said in a statement.
There is no legal deadline for concluding an antitrust probe.
Meta is already under investigation under different laws in the European Union.
EU regulators are also investigating its platforms Facebook and Instagram over fears they are not doing enough to tackle the risk of social media addiction for children.
The company also appealed a 200-million-euro fine imposed last year by the commission under the online competition law, the Digital Markets Act.
That case focused on its policy asking users to choose between an ad-free subscription and a free, ad-supported service, and Brussels and Meta remain in discussions over finding an alternative that would address the EU’s concerns.