The role of artificial intelligence in the financial services industry has evolved dramatically since its initial adoption decades ago to automate data entry. AI-enabled technologies have vaulted from the back-office operations to client-facing, front-of-the-house actions.
Machine learning capabilities have been developed and successfully adopted to address more sophisticated operations. The industry uses AI to power its virtual assistants, predictive analytics and risk assessments. Last year, AI took what may have been the largest leap in advancement — adopting a near sentient-like characteristic most notably in OpenAI’s ChatGPT chatbot — paving the way for AI to be embraced by more departments, including marketing.
Related: For Wealthtech Firms And Advisors, AI Has Entered The Chat
While still relatively new, AI-supported chatbots have the potential to transform how financial advisory firms generate business leads, engage with clients and turbocharge other marketing efforts.
AI-powered chatbots like ChatGPT can enhance productivity and outreach for financial firms with small or non-existent marketing departments. This technology can help produce website pages, brochures, blogs, emails, subject lines and thought leadership headlines. And it can produce this content with language optimized for search engines, raising visibility and internet rankings. ChatGPT produced suggested homepage language that ranked for 300 SEO keywords compared to 20 in the original text.
One query to an AI-language program could produce multiple marketing emails compared to a production time of days by a marketing department tasked with other assignments. Content can be tailored for specific campaigns such as a Facebook post intended to engage 70-year-old retirees.
