Best Customer Experience 2025: QIB
QIB wins dual Global Finance AI awards for personalised customer experience - earning our Best Customer Experience Award.
Winning one international award for AI in banking is noteworthy. Winning two in the same year - for both "Best Consumer Bank" and "Best Personalized Advice" in the Middle East - says something more substantive about what Qatar Islamic Bank has built.
QIB's dual recognition at the Global Finance AI in Finance Awards in July 2025 was earned through its Next Best Offer AI model, a system that analyses customer transaction data, product holdings, and behavioural patterns to generate personalised financial recommendations in real time.
The Next Best Offer model works by continuously evaluating each customer's financial profile against QIB's product suite, identifying opportunities where a specific product or service would genuinely benefit the customer based on their actual behaviour rather than demographic assumptions. When the model identifies a strong match, it triggers a personalised recommendation through the customer's preferred channel - whether that is the mobile app, online banking, or a notification to the relationship manager.
What distinguishes QIB's approach is the integration depth. The AI model is not a standalone system bolted onto existing processes. It feeds directly into the bank's customer engagement workflows, ensuring that recommendations are timely, contextually relevant, and delivered through the right channel. This closed-loop integration is what enabled QIB to demonstrate measurable improvements in customer engagement and product adoption - the metrics that caught Global Finance's attention.
We awarded QIB for customer experience specifically because the bank used AI not as a cost-cutting tool but as a means to genuinely improve how customers interact with their bank. The dual awards validate this approach. QIB demonstrated that an Islamic bank in Qatar can compete with - and beat - institutions globally when it comes to applying AI to customer experience.
Qatar's banking market is relatively concentrated, which makes customer experience a critical differentiator. QIB's AI-powered personalisation gives it an edge in retaining existing customers and attracting new ones who expect their bank to understand their needs without being asked.
Visit QIB to learn more.
Assigned by Sebastien Parker, Senior Research Analyst, Global Banking Monitor, August 2025
