Unleashing the Power of Generative AI During a Cost of Living Crisis

Founded by Martin Lewis in 2003, MoneySavingExpert.com has grown to become the UK’s largest consumer website, attracting over 16 million visitors each month. Dedicated to reducing users’ bills and championing their financial rights, MSE is renowned for its rigorous journalistic research, innovative tools, and vibrant community. The site is a trusted resource for anyone looking to save money, find deals, and campaign for financial justice.

With the previous success of developing a smart mobile app, MSE’s new brief to CreateFuture was clear: develop an AI-driven solution that behaves like a knowledgeable expert, providing instant, tailored advice by harnessing the extensive content on MSE’s website. This solution needed to be user-friendly, secure, and seamlessly integrated with MSE’s established ethos of trust and accuracy.

MSE’s primary goal was to maintain the quality and integrity of its insight and advice while making its extensive content more accessible and digestible for users. With a vast database of editorial content, MSE needed a solution that could interpret user queries, provide instant, relevant responses, and suggest additional content to enhance the user experience. Additionally, the evolving nature of generative AI posed unique challenges, particularly in maintaining high-quality outputs and safeguarding user data.

Innovate

CreateFuture’s innovation team embarked on a mission to design a solution that would revolutionise how users interact with MSE’s content. Within just six weeks, we developed a bespoke AI tool, leveraging ChatGPT and OpenAI technologies. This tool utilised an embeddings database constructed from MSE’s existing content, enabling rapid, intelligent responses to user queries.

Experience

To enhance user engagement, we focused on crafting AI-generated responses that were not only accurate but also reflected MSE’s signature tone—authentic, conversational, and easy to understand. The result was an interactive experience that resonated with users, delivering financial advice in a way that felt personal and supportive.

Suggest

To add further value, we implemented a feature within the chatbot that not only provided direct answers but also suggested related content to deepen the user’s understanding. This feature not only improved user experience but also increased engagement with MSE’s wider content offerings, driving more traffic to their website.

Test

Maintaining the quality of responses was critical, particularly as the AI would need to adapt to an unpredictable range of user queries. Our engineers implemented a suite of AI tools to automate testing and ensure that the chatbot consistently delivered high-quality, accurate information. This rigorous testing framework allowed for continuous improvement and adaptation of the chatbot’s capabilities.

Secure

Security was paramount in integrating Large Language Models (LLMs) like ChatGPT into MSE’s digital ecosystem. Our experts identified and mitigated potential vulnerabilities, employing advanced security measures to protect against API gateway attacks, prompt injections, and site scripting. This ensured that user data and client information remained secure, upholding the trust that MSE has built with its community.

Improve

Understanding that the AI solution would need to evolve over time, we provided MSE’s editorial team with tools to fine-tune and control the AI’s output. This capability empowered MSE to continually optimise content and maintain alignment with the community’s needs, ensuring the solution remained effective and relevant.

CreateFuture successfully delivered an AI-powered chatbot that not only enhanced the user experience by providing instant, tailored advice but also safeguarded user data through cutting-edge security measures. The tool empowered MSE’s editorial team with the insights and control needed to continually refine their content, ensuring it met the bespoke needs of their users. The solution stands as a testament to MSE’s commitment to delivering valuable, accessible financial advice during a time when it’s needed most.