Alpes Bank’s journey to creating value at scale with generative AI
Journal
Journal of Information Technology Teaching Cases
Type
journal article
Date Issued
2026-06-16
Author(s)
Abstract
This teaching case portrays Alpes Bank, a Swiss universal bank whose branch-centric, premium-service model is challenged by generative AI (GenAI). This teaching case follows Tamara Maurer’s board mandate to deliver a “no-regret” GenAI pilot within one quarter. After evaluating several GenAI use cases, Tamara Maurer’s team builds a retrieval-augmented generation (RAG) email assistant with an external partner (i.e., AILabs). The GenAI pilot surfaces several unexpected tensions. Nonetheless, during a limited rollout, the GenAI email assistant reduces handling time for routine inquiries by 21%. Part B focuses on laying the foundation for scaling GenAI use cases. Tamara Maurer must now help Alpes Bank move from a special-project setup to an organizational design and governance process that supports enterprise-wide scaling. Questions arise about where, in general, AI-related activities should be positioned within Alpes Bank and what new roles are necessary to govern GenAI use cases effectively.
HSG Classification
contribution to education
Refereed
Yes
Publisher
SAGE Publications
Subject(s)
Division(s)