In today’s fast‑moving financial marketing world, AI tools are making powerful capabilities accessible to all: content generation, data analysis, localisation at scale, automation. With widespread adoption, Gartner explored how AI has democratised access to productivity and insight across firms, countries, and roles. But that’s precisely why human creativity now matters more than ever.

AI boosts human creativity, but doesn’t replace it

A new arXiv meta‑analysis of 28 studies and over 8,000 participants found:

• GenAI alone performs about the same as humans on creative tasks (g = −0.05).
• Humans using GenAI significantly outperform individuals working solo (g = +0.27).
• However, idea diversity falls when relying on AI alone (g = −0.86).

In plain terms: AI acts like a creativity amplifier but diversity, nuance and originality still come from humans.

Industry leaders say: AI empowers, doesn’t replace

Stephan Pretorius (WPP CTO), in the The Australian advocates for democratised AI access, saying

How this plays out in finance marketing

DO: Use AI to handle scale, speed, and structure

• Batch‑generate multilingual summaries, content variations, compliance safe drafts.
• Automate data pulls, campaign segmentation, A/B tests, and optimisation.

DO: Lean into human strengths

• Focus on deep insights, storytelling, brand tone, ethics, and creative concepting.
• Use AI‑powered ideation but retain human judgment for final messaging and strategy.

DON’T: Assume tools equal creativity

• Don’t let AI default to lazy repetition or template driven thinking. Diverse, bold ideas still require human curiosity.
• Avoid substituting human review with unchecked AI output, especially in regulated finance contexts.

AI & creative agency brainstorming

WPP explains in The Times, half of the agency’s 96,000 employees now use its internal AI platform (“WPP Open”) generating campaign slogans, video concepts, “shower‑thought” prompts, and synthetic focus‑group testing. But WPP’s CTO emphasises that

Tools equalise, creativity differentiates

AI tools have made capabilities once reserved for large budgets available to many. That means the next frontier for differentiation is not speed or volume—but the quality, originality, and authenticity of human-generated ideas.

Final thoughts & best practices

1. Build a solid foundation first: strategy, brand values, audience insight, AI amplifies what already exists, it can’t invent it.
2. Apply guardrails and review: ensure compliance, ethical standards, and tone consistency across AI‑generated content TechRadar.
3. Use AI for ideation not final drafts: let humans curate, remix, elevate raw AI output into stories with meaning.
4. Measure beyond quantity: track creative impact, engagement lift, share of voice, brand sentiment, not just output volume.

AI makes capabilities accessible but human creativity remains the ultimate competitive edge in financial marketing.

If you liked this article and want to know more contact The Dubs Agency we’d love to help.

The post Why AI levels the playing field, but creativity still wins the day appeared first on Financial Marketer.

Familiar with the message “Lots of people are creating images right now…” while this is  frustrating there’s no doubt that artificial intelligence is revolutionising visual storytelling and nowhere is this more evident than in the explosive growth of AI image generation tools. In 2025, this technology has shifted from novelty to necessity, empowering marketers, designers, and content teams to produce stunning, on-brand visuals in seconds.

The growth of AI image creation

Adoption rates are soaring. According to Salesforce, 62% of marketers are now using generative AI to create new image assets, and 76% use it for general content creation. The AI image generation market itself was valued at $336.3 million in 2023 and is expected to grow 17.5% from 2024 to 2032 (Global Market Insights).

Even more telling: a staggering 71% of images shared on social media in 2024 were AI-generated, highlighting how widespread and accessible this technology has become (ArtSmart).

Jessica Apotheker, CMO of BCG, shared insights from a recent BCG survey of more than 200 CMOs, the data shows

And while speaking at Cannes Lions 2025 she emphasised a critical need to balance creativity and analytical rigor to preserve authenticity and emotional resonance in marketing.

Why marketers are embracing AI-Generated images

AI image generators deliver a unique combination of speed, cost-efficiency, and control. Instead of relying on costly photo shoots or generic stock images, marketers can now create bespoke visuals tailored to campaigns, audiences, and brand aesthetics, with minimal resources.

This shift allows for greater experimentation, rapid A/B testing, and more consistent brand visuals across channels. It’s not just about convenience; it’s about elevating creative capacity.

The challenges: Ethics, quality and ownership

Despite the benefits, challenges remain. While the quality of AI-generated images continues to improve, it’s still not foolproof. Inconsistent outputs and visual errors are common when user prompts are vague or too complex.

There are also growing concerns around misinformation and ethical misuse, particularly in the realm of deepfakes and identity rights. Legal questions persist around copyright and image ownership. Until clear frameworks emerge, marketers must proceed with caution and ensure they’re using images responsibly and transparently.

Best AI image tools to use in 2025

Here are some of the top-performing tools currently being used by professionals:

• DALL·E 3 by OpenAI: Seamlessly integrated with ChatGPT, it enables conversational image creation with impressive coherence and creativity.
• Midjourney: A favourite among digital artists and designers for its stylistic control and consistently high-quality outputs.
• Adobe Firefly: Ideal for those already using Adobe tools, offering AI-powered image generation within Photoshop and Illustrator, plus multilingual support.
• PicWish: Focused on eCommerce and social content, this platform excels at background removal and AI art creation.
• DeepSeek Janus Pro: A powerful emerging model reportedly outperforming some established tools in image quality and prompt fidelity.

What the future holds

The next frontier for AI-generated visuals will focus on improved realism, accessibility, and integration. Expect to see:

• Seamless cross-channel content creation (image, video, 3D)
• Greater personalisation through better prompt handling
• Ethical standards and content authentication built into tools

For marketers in financial services and beyond, the message is clear:

If you’d like to know more contact The Dubs Agency we’d love to help.

The post AI image generation is reshaping visual content marketing appeared first on Financial Marketer.

As artificial intelligence (AI) becomes ever more embedded across finance—from algorithmic fund management to client engagement—it is increasingly clear that AI ethics is not an optional extra but a strategic differentiator. Firms that build ethical rigour into data sourcing, model training and deployment not only tick regulatory boxes but can also gain trust from clients, investors and regulators.

Regulation sets the tone
The Financial Conduct Authority (FCA)* has voiced clear concerns over “autonomous agents operating… at phenomenal speeds” in financial markets, which risk undermining the principle of clean markets. While the UK leans towards regulator‑led guidance over prescriptive rules, the message is unambiguous: reliability, explainability, data integrity and governance must be integral to any AI solution.

In parallel, the EU’s AI Act introduces a risk‑based framework that mandates transparency in model training data and requires meaningful human oversight. The legislation, recently passed by the European Parliament, will soon become enforceable across member states, putting non‑compliant tools at risk of fines and reputational harm—particularly in regulated sectors like asset management and investment banking.

Copyright‑clean data is non‑negotiable
Legal provenance is no longer a back‑office concern. As Reuters highlights, the opacity of so‑called ‘black box’ models presents not just operational risk, but a legal one too. AI tools trained on copyrighted materials without permission may be unusable in production settings, especially under closer scrutiny from compliance teams.
Amundi Technology offers a case in point. The platform’s AI modules for investment and risk analysis use strictly licensed datasets, avoiding publicly scraped sources. According to executives quoted in industry publications, this was a deliberate choice to align with MiFID II and GDPR expectations—demonstrating how data integrity contributes directly to client confidence and commercial adoption.

Ethics influences client and investor appeal
Firms such as Goldman Sachs, Schroders Capital and Liquidity Group* are exploring AI’s potential across deal sourcing and operational optimisation. However, all three have stressed the risks of data bias and the need for robust human oversight during deployment.

“ Ethical AI isn’t a bolt‑on compliance measure. It’s the new foundation of trust in financial services.”

A recent EY survey of European financial institutions highlighted a dual imperative: firms must invest in AI capability and also ensure their frameworks address ethics and social responsibility. As marketing professionals, this opens a narrative advantage—demonstrating a clear link between responsible AI and long‑term performance outcomes.

Margaret Mitchell on ethics and intent
Margaret Mitchell, chief ethics scientist at Hugging Face and a former AI lead at Google, warns against progress for its own sake. In an interview with the Financial Times, she said:

“ The AI community often prioritises technological advancement over societal well‑being, leading to biases and real‑world harms.” In the context of finance, where decisions impact not just portfolios but people’s lives, this perspective is critical.”

Financial stability and systemic risk
The Bank of England notes that three in four UK financial firms already use AI in some capacity, with applications expected to double in the next five years. However, it also highlights systemic risks linked to overreliance on third‑party models and infrastructure. A report from the Financial Stability Board echoes this, warning that wide‑scale adoption of unverified or homogenous models could amplify shocks across global markets.
Again, marketers have a unique opportunity to position their firms as risk‑mitigated and regulation‑ready—both powerful differentiators in capital markets communications.

Why ethics sells
Trust sells, and ethical AI builds trust. According to a recent LinkedIn article highlighting that “companies conducting AI ethics audits report double the ROI compared to those who don’t”, the message for marketing teams is clear:

• Promote certified model audits and bias checks
• Communicate readiness under FCA and EU regulation
• Showcase case studies with measurable impacts
• Seek third-party endorsements from industry bodies such as UK Finance or the CFA Institute

AI framework for marketers

These are not just compliance ticks—they are critical touch points in buyer journeys.

Looking ahead
As the AI Act takes hold in Europe and UK regulators evolve their response, the bar is rising. Ethical AI is no longer a side note, but central to brand differentiation and long‑term adoption. Finance marketers who can confidently tell this story—grounded in transparency, regulation and commercial impact—will set the pace for the sector.

If you’d like to know more contact The Dubs Agency we’d love to help.

* Link may require subscription to view full article

The post Putting ethics at the heart of finance AI adoption appeared first on Financial Marketer.

For insurers in Singapore and across Asia (as well as the rest of the world), these changes bring both challenges and opportunities. Strategic digital marketing has emerged as a solution that supports the objectives of both marketing and sales teams, even in resource-constrained environments.

Understanding the landscape in B2B insurance marketing

Singapore is actively positioning itself as an insurance hub in Asia, with the finance and insurance sector being one of the main contributors to the increase in GDP in 2024. This growth is mirrored across the Asia-Pacific region, with the insurance market expected to reach a projected market size of US$2.06tn in 2025. Health and life insurance products dominate, reflecting shifting consumer priorities.

A significant driver of this growth is the move towards digital distribution channels. Research shows that 69% of insurance customers globally search online before scheduling an appointment. In Singapore, this trend is particularly pronounced, as digitalisation is expected to boost revenues for top insurers by streamlining operations and enhancing customer engagement.

Competitive pressures and growth challenges

In Singapore and Asia, where markets are highly competitive, insurers face the dual challenge of acquiring new customers and retaining existing ones. Given B2B customers are shifting online to explore their insurance needs, ignoring digital marketing is no longer an option; the absence of a robust online presence means missed opportunities.

Expanding reach through targeted campaigns 

Digital marketing reaches beyond your traditional customer base. By leveraging data and AI tools, you can identify and target audiences who may not yet be in the market but are likely to convert in the future. Paid media campaigns combined with content marketing keeps your brand top-of-mind for prospects as they move through the decision-making process.

Furthermore, some insurers leverage AI to significantly reduce operational costs and time. AI  analyses vast datasets to identify customer behaviour patterns, facilitating the development of highly personalised insurance products. 

In Singapore, for instance, the General Insurance Association estimates around one in five claims the industry receives are either false or inflated, costing the industry around S$140 million (US$101 million) a year. To combat fraud, insurers use AI-driven predictive analytics software to process thousands of monthly claims. 

Another example is AI algorithms analysing consumer behaviour to predict future insurance needs, enabling personalised product recommendations. Insurers like NTUC Income have leveraged AI-powered chatbots to handle customer queries efficiently, freeing up resources for more complex tasks. 

Nurturing relationships in a competitive environment

Digital channels excel at nurturing leads through consistent, personalised communication. Email marketing, retargeting campaigns, and social media outreach enable you to maintain engagement, build trust, and ultimately drive conversions. For example, a tailored drip email campaign can keep your brand relevant while addressing the unique needs of potential clients.

Cost-effective and efficient lead generation

Many insurers perceive lead generation as costly, but digital marketing proves otherwise. Gated content, webinars, and targeted ads allow insurance marketers to capture high-quality leads while optimising their budgets. Using analytics tools like Google Analytics or HubSpot, you can track performance in real-time, adjusting strategies to maximise ROI.

How strategic digital marketing supports marketing and sales teams

For marketing teams in Singapore and Asia, where resources can often be limited, digital marketing provides a scalable, efficient way to achieve goals. It eliminates guesswork by leveraging data to guide decisions, ensuring every dollar spent contributes to measurable outcomes. Campaigns designed with marketing automation tools also reduce the burden of manual effort, allowing small teams to achieve more with less.

From a sales perspective, digital marketing delivers qualified leads directly to the pipeline. With advanced segmentation and AI-driven insights, sales teams can focus their efforts on prospects with the highest likelihood of conversion. Integrating marketing and sales efforts—enabled by tools like CRM systems and shared analytics dashboards—creates a seamless handoff, improving win rates and shortening sales cycles.

Staying competitive: Insights for insurers

Here is how to thrive in this changing environment:

• Invest in data and AI: Harness the power of analytics to understand audience behaviour, predict trends, and personalise marketing efforts.
• Prioritise content marketing: Establish your authority through blogs, whitepapers, and case studies that address industry pain points.
• Leverage marketing automation: Streamline lead nurturing and customer engagement to save time and resources.
• Collaborate across teams: Foster alignment between marketing and sales to ensure consistent messaging and optimal results.
• Measure and optimise: Use performance metrics to track success, identify areas for improvement, and refine campaigns for better outcomes.

Partnering with experts: The Dubs

Navigating the complexities of digital marketing in the insurance sector can be daunting. At The Dubs Agency, we specialise in helping B2B insurers unlock the full potential of strategic digital marketing. From data-driven campaigns to personalised lead-gen strategies, we deliver results you can measure. Ready to transform your marketing efforts? Contact The Dubs today to learn how we can help you stay competitive and drive growth in this dynamic environment.

The post The future of Asian B2B insurance marketing is digital and AI powered appeared first on Financial Marketer.

The penetration of audio streaming services is up greatly compared to past years. Three-quarters of U.S. adults listened to streamed audio in the past month – up 27% in the past five years.

Listeners are streaming for far longer than ever before. And we’re not only talking about music and podcasts on Spotify.

According to recent studies across the globe:

• 86% of people in China own a smart speaker
• 66% of smart speaker owners in the U.S. listen to news
• 43% of these say they listen to more news now that they have a smart speaker
• 22% more UK adults owned a smart speaker in 2023 versus 2020
• Nearly a quarter (23%) of smart speaker owners use voice search in their cars.

Amid this growing opportunity, the fast-emerging field of text-to-speech (TTS) audio is something financial marketers can use to enhance their strategy.

What is text-to-speech (TTS) audio?

Text-to-speech (TTS) is a type of assistive technology that reads digital text out loud, such as PDFs and website content using AI voices.

TTS tools are widely available for most digital devices. For example, users can download TTS apps on smartphones and digital tablets. They can also support individuals – such as the visually impaired – who have difficulties with reading.

‘Reaching audiences through different channels is key’

The Dubs Agency’s executive creative director, Tristan Fawley says, “The strong growth in smart speakers, and by extension the need for better text-to-speech tools, is likely to continue, particularly as AI-led technologies rapidly become more commonplace.

“It stands to reason we’ve been having conversations with our finance brands about how they can capitalise on new opportunities.

Fawley adds, “Reaching audiences through different channels is key to building a multi-touchpoint strategy. As audiences are consuming content in a variety of formats, content delivery needs to evolve to meet these needs.”

AI-led developments keep coming

As recently as last week, we saw an exciting change in TTS.

OpenAI just released a new feature, appropriately called “Read Aloud”. It lets users listen to a chatbot’s response to their prompt, rather than having to read it for themselves.

The Read Aloud mode can automatically detect the language of the text it needs to vocalise, providing accurate pronunciation and delivering a seamless experience for international users.

This AI-led innovation could also come in useful for many marketers who can utilise ChatGPT while on the go.

How else can TTS enhance my finance marketing strategy?

Financial marketers have an opportunity to use AI-based voice-activation technologies to their advantage.

After all, AI-powered marketing can boost ROI by up to 150% according to PwC research.

Start by defining your goals and metrics before delving into specific tactics and ensure they align with wider full-funnel marketing objectives.

A content audit can identify whether devices can find your existing content and that language is accessible. List-style formats have also worked well in such devices.

Implementing TTS in articles is another way to do this, as it can unlock greater accessibility and distribution via smart speakers.

Innovations such as Read Aloud show the potential to use AI integration to expand reach and interaction with content.

And with this, there’s the opportunity for brands to use these tools to get more cut through.

The post Text-to-speech: The opportunity for finance brands appeared first on Financial Marketer.