Erica: AI Driven Digital Banking Platform
Led go-to-market execution and partnership activation for sports-themed creative assets supporting Erica, Bank of America’s AI-powered financial assistant.
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Challenge
Break through a crowded AI and chatbot landscape while building trust and helping consumers understand practical, everyday use cases.
Approach
Authored a creative brief that connected complex product value to real customer and fan moments through sports themed creative across enterprise team partnership and race properties across MLB, NBA, NFL, and NASCAR / ROVAL.
Activated an integrated go-to-market motion across owned, contractual, and experiential channels, bridging digital-first product storytelling with brand-led moments.
Coordinated cross-functional stakeholders, local markets, team partners, agencies, and vendors to keep messaging consistent across assets.
Integrated a partner ecosystem and marketplace-style motion to expand distribution and strengthen the end-to-end value proposition.
Scope
Sports-themed consumer experience integrations + cross-channel GTM execution (multi-market)
Outcomes
Supported scaled adoption of a virtual financial assistant through sports-themed consumer integrations and cross-channel GTM execution across priority markets. Used culturally relevant sports passion points to make everyday AI assistance more approachable and intuitive, supporting digital adoption through trusted contexts.
Since launch, Erica — Bank of America’s AI-driven virtual financial assistant within the mobile banking app — has surpassed 3.2 billion lifetime interactions and delivered approximately 1.9 billion proactive, personalized insights to clients.
(Source: 2025 Bank of America Annual Report)
Public proof
San Francisco Giants ballpark activation
ATM creative asset
Work With Me
Preferred contact:
Amanda.wilson1487@gmail.com
You can also connect on LinkedIn:
linkedin.com/in/amandaraewilson