We won Gold in Applied Artificial Intelligence at AMAPRO, together with Tarjeta Falabella México. The award recognises Andrea, an AI avatar who answers real questions about credit cards in plain language.
The category name is the best summary of the project: applied. Andrea exists to do a job for the brand, helping people understand how their credit card works.
To explain how we got there, two members of our team tell the story from their side.
Lenin Áviles, our director of strategy, tells the research behind her. Braian Greno, our director of development and technology, tells why we chose AI to build her.
Before any design decision, we looked at the market from the outside in: what people in Mexico were asking and complaining about on social platforms, what the category was publishing and what the data said about how people handle their money.
Lenin explains what the team found.
"We began with listening on credit cards in Mexico, and the pattern was clear: access to financial products has grown faster than people's understanding of how they work. The doubts and complaints concentrate on charges, interest and statements.
The category answers with technical, blog-style content, while, according to Condusef, only 40% of adults keep a record of their spending and more than half budget in their heads.
The trends research added that 4 in 10 Mexican consumers already use AI assistants to shop, and Falabella's own studies helped us define the audience that needs this information the most. Three conclusions came out of that:
The content had to be simple, it had to come from someone people could relate to, and it had to work as a series."
- Lenin Áviles, Director of Strategy, Wiper Agency.
Those conclusions became decisions. Andrea is built from Falabella México's 2026 brand personality: a 38-year-old woman with a household in formation and young children, high responsibility over spending and a pragmatic use of credit and debit.
She shares her everyday life instead of giving lessons. She is a consumer who learns as she goes, and she does not promote the card, so her content is useful to anyone who has one.
The series follows three phases: discovery of basic terms, learning through tips and, finally, empowerment, with each episode connecting to the next.
A woman fronts the series for a reason: financial stress is more common among women, and the voice of financial education is usually a man's.
Building her world, with a home, a family, pets and the places she shops, is where the choice of AI came in. Braian tells us why it was the right tool.
"With AI we now do in days what used to take us weeks, and at a much lower cost. Andrea lets us place her in any everyday situation without producing each one the traditional way, and we can adjust her accent, tone and intention to fit each episode.
That is what makes a series of this size possible with fewer resources. People tend to think this is a matter of writing a prompt.
Behind the avatar there is a team that has spent years researching, testing, getting things wrong and training, and that experience decides what Andrea says and how she appears. It is what makes the result work, and it is what makes us proudest of this award."
- Braian Greno, Director of Development and Technology, Wiper Agency.
In its first eight episodes, the series averaged 787 saves and shares per video and Falabella México's brand consideration rose from 35% to 39%. In the same three months, its overall NPS went from 11 to 25 points.
For finance, Andrea shows what happens when a bank answers real doubts in plain language: education that people actually use.
For marketing, it shows what AI can do with a team behind it: more content, with fewer resources and in less time than a traditional production. That is what "applied" means to us.
Thank you to the Falabella México team, and to Analía and Bruno in particular, for building this with us.
Por Wiper Agency.
