Ruya, the UAE’s first digital Islamic community bank, has unveiled a new film titled You’ve Got Better Things to Do, an entirely AI-generated campaign targeting entrepreneurs, start-ups, freelancers, Camelicorns and SME owners.
The film seeks to highlight the growing demand among business owners for simple, modern financial services over traditional banking processes. The campaign’s message centres on the value of time, positioning ruya as a service that enables business owners to focus on their enterprises rather than administrative tasks.
Showcasing a series of everyday moments from the lives of entrepreneurs, the film promotes ruya’s mobile-first platform, which offers instant account opening, transparent services with no hidden fees, and fast, ethical financial solutions.
In a notable creative decision, the film was produced entirely using generative AI technology. Ruya is among the first banks in the region to adopt such an approach for a campaign of this scale. The use of AI is intended to reinforce the campaign’s central message: “You’ve got better things to do… than make an ad the old-fashioned way.”
The initiative aligns with the UAE’s broader ambition to position itself as a leader in artificial intelligence and digital transformation. According to ruya, the campaign demonstrates how AI can be applied purposefully to engage with the business community in a way that is both modern and relevant.
“This film represents an innovative step forward for the Islamic banking sector,” said Christoph Koster, CEO of ruya. “As a digital-first Islamic bank, we believe technology should simplify life, not complicate it. Embracing AI in our marketing is a natural extension of our forward-thinking ethos, as it reflects how we operate as a brand and how we believe banking should evolve: simple, smart, and aligned with the pace of today’s world.”
Ruya describes the film as a reflection of its core values, combining contemporary digital convenience with Islamic financial principles that emphasise transparency, fairness and community focus.
