CDI: The Generative AI Edition, for Lloyds Banking Group
Reinventing a major study to make it a piece of super-relevant, reputation-building thought leadership
Context
Lloyds Banking Group’s “UK Consumer Digital Index” (CDI) is the nation’s most comprehensive and long-running study into digital and financial capability, featuring more than 1 million data points. After nine years, the CDI was however no longer quite capturing the media and stakeholder attention that would give it real ROI. It needed a strategic and creative makeover.
Objective
Support the Group’s wider objective of being positioned as the leader of the digital transformation of banking, by updating the CDI for its tenth year, making it engaging and relevant to political, corporate media and public stakeholders.
The work
For its tenth annual edition, we reshaped the CDI’s entire strategic narrative, shifting the core insight from simply measuring digital participation to the defining technological shift of the decade: the rise of AI in personal finance. We worked closely with the LBG design team to ensure the “Generative AI Edition” of this report looked fresh and exciting.
The campaign firmly established Lloyds Banking Group as a leading voice on the future of AI in personal finance. By positioning the CDI as a forward-looking national resource, the Group is now widely recognised as a strategic authority on AI-driven financial behaviour and inclusion.
The narrative shift we created moved public and stakeholder conversation beyond traditional “digital skills gaps” and towards a more ambitious vision of financial empowerment through AI and digital participation.
The evidence presented in the Index played a key role in shaping live policy discussions, directly supporting the UK’s Financial Inclusion Strategy and informing emerging approaches to AI regulation. The insights also demonstrated the tangible economic value of digital and AI adoption, showing that those who feel confident using these tools save more, feel better informed, and exercise greater control over their financial lives.
The results
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90
news and editorial features, including 44 on launch day
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4.5 million
potential stakeholder audience reached
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3k+
web views – the most visited site after main LBG.com pages
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673
report downloads, the highest-performing report of 2025
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300%
increase in KPI for digital display click-throughs
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2k
internal Sharepoint page views
- Bespoke briefings delivered to the Minister for AI and Online Safety, the Digital Inclusion Committee Chair, and the Digital Inclusion APPG
- CDI findings helped shape active policy conversations on AI regulation, digital inclusion and consumer protection
- Reinvented core IP and ensured the Group got proper ROI on this investment for the first time
- Reinforced the Group’s reputation for digital leadership in banking with corporate stakeholders – the client’s #1 objective
“What we’ve achieved together this year is phenomenal. Through your expertise, collaboration, and careful planning, we’ve delivered an exceptional, insightful report alongside a bold, integrated campaign – creating a standout moment that reinforces the Group’s reputation in digital transformation and AI. The results speak for themselves.”
Vanessa Canzini, Group Head of Reputation Campaigns, Lloyds Banking Group