Even the most trusted financial institutions must adapt to the evolving dynamics of digital communication. Česká spořitelna, part of the Erste Group, is the oldest and most established bank in the Czech Republic. To help safeguard its brand reputation in the fast-paced world of social media, the bank has embraced AI technology. By integrating AI moderation tools into its existing 24/7 community management team of 14 professionals, the bank has reinforced its commitment to customer trust, transparency, and brand safety.
“Česká spořitelna takže když bude den hov...tak se spořitelna přejmenuje na spořitelna na hov...”
“Česká spořitelna, so if there’s a “sht day,” the bank will just rename itself to “sht bank.”
About Česká spořitelna
Česká spořitelna is the longest-standing bank on the Czech market, proudly celebrating its 200th anniversary. Its mission has always been to educate people on how to manage their finances so they can thrive. The bank provides financial services to a wide range of clients, from individuals and SMEs to large corporations, municipalities, and cities. It also offers services in the financial markets. Thanks to its extensive portfolio and long-standing tradition, Česká spořitelna has become a market leader in the Czech Republic and, since 2000, a key member of the Erste Group, one of Central Europe's strongest banking groups.
Company size: Nearly 10,000 employees across 336 branches in the Czech Republic
Client base: 4.6 million clients
Brand Safety and Reputation Challenges
Even the banking sector is not immune to the toxicity and challenges of maintaining a strong presence on social media. Given its high public visibility, Česká spořitelna’s primary concern is preserving its brand reputation in an environment where information spreads rapidly and often inaccurately. The bank is constantly working to enhance its security measures, particularly in protecting sensitive customer data and preventing information leaks. At the same time, it prioritizes open, transparent, and authentic communication with clients across all digital platforms. Despite a clear communication strategy, several ongoing challenges remain:
- Effective Crisis Communication: In times of public pressure or negative events, fast, accurate, and coordinated responses are essential to limit potential reputational harm.
- Toxicity: One of the key difficulties is differentiating between valid customer criticism and deliberate provocation coming from haters and trolls, without silencing real customers' voices.
- Managing Vulgar Comments and Responding Quickly: Keeping a respectful and professional tone requires the ability to consistently and swiftly manage inappropriate or emotionally charged comments.
Here are just a few real-world examples:
“Náběh lidí, vybrat všechny peníze co tam kdo má a je pokoj. Jinak zloději zasrani, nic víc!”
“People rush in, collect all the money that's in there, and it's peace. Otherwise, thieving fuckers, that's all!”
“Jdete do hajzlu"
“Fuck you”
“Zloději, děláte kšefty s penězma který mají lidé na ůčtech. Paraziti.”
“Thieves, you’re doing business with the money people have in their accounts. Parasites.”
“Tihle šmejdi udržují kunčofta v dluhu, i když všechno splatí. Ještěže u nich nejsem 🙂”
“These crooks keep the customer in debt even after everything is paid off. Good thing I’m not with them. 🙂”
Statistics on the total number of comments and the percentage of toxic comments on Česká spořitelna’s Facebook page, based on data collected between January 1 and May 15, 2025.
Between January 1 and May 15, 2025, Česká spořitelna received a total of 5,711 comments on its Facebook page, 636 of which were identified as toxic representing 11.14% of all comments. The data reveals several spikes in toxicity, with levels reaching as high as 37.21% on individual days. These findings highlight the ongoing challenge of managing harmful online behavior, even for a trusted institution like Česká spořitelna, and emphasize the need for efficient, real-time content moderation.
Source:
Česká spořitelna Facebook Page Post
Česká spořitelna’s Community Management Structure
While most companies manage social media with much smaller teams, Česká spořitelna stands out as one of the few able to dedicate a large team of 14 professionals to monitor its social media channels around the clock. Their role includes responding to client inquiries, moderating discussions, and hiding harmful content when necessary.
Despite having a well-structured team working in full-time shifts, the volume and speed of digital conversations made it increasingly difficult to keep up, especially in high-pressure situations. That’s when the bank began to explore AI-based solutions to support and enhance its efforts without compromising on quality or tone.
Introducing TrollWall AI as a Brand Safety Guardian
Curiosity about how AI could support community management gradually replaced initial skepticism. The goal was to enhance teams' capabilities and increase overall efficiency while allowing them to focus on more meaningful interactions with clients.
“This tool has proven to be an invaluable help in fighting against trolls and haters without limiting constructive criticism from our clients. The AI tool allows us to keep our online environment professional.” Jiřina Janíčková, External Communication, Česká spořitelna
Branch at Main Train Station in Prague, Source: Česká Spořitelna
Results: Faster, Safer, More Efficient Moderation
- Faster Moderation of Inappropriate Comments: TrollWall AI-enhanced the team’s ability to act faster and reduced the time to hide toxic comments to seconds.
- Improved Response Time: By filtering harmful content more efficiently and using AI Reply Assistant for reply suggestions, the team could prioritize and respond to critical issues more quickly, maintaining brand composure in high-pressure moments.
- Smarter, Quicker, More Efficient Replies: The AI Reply Assistant, part of the 6th Finger AI agent, helped shift the team’s focus from repetitive tasks to high-value interactions. By generating relevant and on-brand responses, it significantly improved response times and contributed to the automation of internal workflows.
534 AI Replies Generated
Between January 1 and May 26, 2025, the AI Reply Assistant generated 534 replies for Česká spořitelna, enabling the team to respond more quickly and consistently without disrupting their established workflows. “We can filter content more effectively and dedicate our time to more meaningful suggestions and discussions that contribute to a better understanding of our client's needs and improve our services,” said Jiřina Janíčková from Česká spořitelna. By integrating TrollWall AI into its digital operations, Česká spořitelna has shown that even the most traditional financial institutions can evolve with the times. With AI supporting its human team, the bank has strengthened its brand safety while continuing to deliver trustworthy, responsive, and transparent communication on social media.
Source: E15 Michael Tomeš
Save hundreds of hours on community management while keeping your brand protected. Try our 7-day free trial and meet your newest team member: the 6th finger AI agent for community management.