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.

Asset managers are responding with content marketing to build brand trust and differentiate their offerings with diverse investor target groups. The market environment now requires integrated marketing strategies with asset managers scrutinizing which digital platforms best deliver and localise their thought leadership content throughout Asia to actively engage clients. 

Be where your clients are online 

As a result, Asian asset managers are creating content specifically for digital platforms that closely align with regional user behaviour. For example YouTube dominates in markets like Singapore, where 90% of the population uses the platform daily.

Fidelity Investments Singapore has tapped this opportunity and generated more than 2.6 million views since 2021 through market update videos that blend macroeconomic analysis with actionable investor insights. These videos cater to financially sophisticated audiences seeking real-time investment guidance, positioning Fidelity as a trusted source amid market volatility.

Meanwhile at the entry-level of the investor scale, Instagram’s younger demographic (85% of Singaporean users are aged 16–24) has prompted Singaporean bank UOB Group to adopt visually driven, educational content. UOB’s “ASEAN story” campaign simplifies complex financial topics, targeting first-time investors with bite-sized tutorials. This strategy builds brand affinity and kickstarts long-term client relationships by addressing the financial literacy gap among younger audiences.

Let AI crunch the data to hyper-personalise client content

Generative AI is reshaping content marketing by enabling hyper-personalised client interactions. Accenture’s 2024 analysis highlights 50% of Asian investors seek tailored content such as AI analsyed client portfolios to generate customised reports. 

A great example of this is HSBC leveraging tokenization to create personalized investment strategies for high net-worth individuals (HNWIs) and show this with dynamic content that adapts to individual risk profiles.

Innovation like this better serves the client while reducing operational costs by automating routine communication.

Other advice for financial marketers can be found closer to home with Aberdeen Investments senior digital marketing manager in Singapore, Jave Lin, explaining how he has fused the power of AI with video marketing to become a marketing industry influencer in his own right while taking these key learnings back into his day job at Aberdeen.     

Lin says video marketing and AI are two of the hottest trends shaping the future of marketing. As these two powerful forces converge, marketers are exploring innovative ways to leverage AI to streamline and enhance their video marketing efforts. But he cautioned AI is not the universal problem solver.

“It’s crucial to remember AI should be seen as a powerful tool to augment human creativity and expertise, not as a complete replacement.” said Lin.

What makes good thought leadership and how to use it

Thought leadership is the process of creating and sharing expert insights via innovative content to build credibility and authority. In the finance industry providing in-depth research remains a cornerstone of thought leadership. 

As reported in Asia Asset Management, Principal Asset Management’s Greater China Equity Fund, which has outperformed its benchmark by 86% since 2007, attributes its success to “thought leadership through early identification of growth prospects”. 

The firm publishes quarterly whitepapers analyzing sectoral trends, such as the impact of China’s regulatory reforms on tech equities, to position itself as a market authority. 

An example of award-winning thought leadership comes from Aviva Investors with it’s annually released “Little Book of Data” which uses beautiful data visualisations and charts to illustrate the forces shaping the investment landscape.

Aviva states while it’s critical to have the data necessary to arrive at the right outcomes. “But data is not enough on its own. To be valuable, it must be organised and presented clearly and accurately. Good data visualisation can help with this by illustrating important themes and highlighting overlooked trends.” 

[Full disclosure: “Little Book Of Data” is made by the publisher of this industry blog and finance marketing group – The Dubs Agency, using Aviva Investors research and data.] 

Turning regulatory compliance into educational content

Asset management as an industry is inherently soaked in complex regulatory compliance issues. Added to this Asia has pain points from fragmented regional regulations and cross-border enforcement issues. 

Groups such as Waystone, which provide institutional governance and compliance services to the asset management industry, turn their industry knowledge into thought leadership content to showcase their expertise and be recognised as industry leaders. 

An example of this is how Waystone uses webinars to demystify complex issues such as AML/KYC best practices to educate asset managers on how to build trust with institutional clients navigating Asia’s regulatory regimes.

Leading investor conversation on investment innovations

Asset managers can show genuine competitive difference by leading industry conversations around cutting edge investment innovations. For example, HSBC’s 2025 whitepaper in partnership with Calastone, Marketnode and Northern Trust, on tokenized portfolios illustrates how blockchainfractional ownership appeals to Asia’s HNWIs, by giving them ready access to illiquid assets like private equity. 

Content marketing around tokenization educates investors on benefits such as enhanced liquidity and transparency, differentiating HSBC in the market by demonstrating the benefit of being an early adopter in a competitive market.

Building Asian and global investment brands

According to the Global Head of Marketing & Sales at Korea’s Mirae Asset Global Investments, Blair Abbott, successfully building an investment brand in the highly competitive and constantly shifting landscape where capturing investor attention is the prize requires crafting a powerful story and articulating its value proposition.

The challenge was to take Mirae’s position as the leading Korean ETF provider and build it into a recognised global ETF major player. Mirae is now the world’s 12th largest ETF provider with US$140 billion in assets under management (AUM)

Abbott points out that as the battle for investor attention has increasingly shifted online, digital engagement with investors has become the new frontier. 

He said that by leveraging cutting-edge digital tools such as data analytics, targeted content delivery, and AI, asset management brands can engage with investors in meaningful and memorable ways.

“In 2025 and beyond, a firm must navigate the digital landscape cleverly, analyzing investor behaviours through sophisticated data analytics to craft strategies that effectively capture attention in a crowded marketplace. AI-powered tools enhance marketing efforts efficiency and creativity, enabling more dynamic and responsive interactions with investors.” Abbott. 

 What this all means for asset managers

Asian asset managers face equally important and competing challenges. They must navigate a fragmented regulatory landscape and capture investor opportunities in the world’s fastest-growing wealth market. 

Content marketing has emerged as a vital tool for asset managers to promote thought leadership and foster client trust through data-driven research and harness digital innovations like AI hyper-personalisation and tokenization.

Partnering with finance marketing experts: The Dubs Agency

Navigating the complexities of financial digital marketing is daunting. At The Dubs Agency, we specialise in helping B2B finance brands 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 Agency today to learn how we can help.

The post How Asian asset managers are mastering thought leadership content marketing in volatile times 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.

To meet these challenges, your finance brand must develop targeted, omnichannel marketing strategies that address these varied demands and diverse needs. While reaching such a broad audience may seem resource-intensive, when executed strategically personalised engagement can be both efficient and cost-effective.

Here we explore how your finance brand can leverage tailored communication and innovative technology to build long-term relationships, enhance trust, and improve satisfaction across your diverse customer base.

Understanding audience segmentation and diverse needs

Effective engagement starts with a deep understanding of your target customer or client. Audience segmentation is a crucial strategy that involves categorising customers based on key characteristics such as age, career stage, and risk tolerance. According to a report by DemandGen, campaigns that are segmented had 14.31% higher open rates and saw 101% more clicks than non-segmented campaigns.

For finance brands, this means recognising the diverse needs of various demographic groups. Taking super funds for example, younger members who are often just beginning their careers may prioritise high-growth investment options and need education on the importance of early retirement savings.

In contrast, middle-aged members might focus more on stable returns and planning for retirement. To avoid overly generic assumptions based solely on age and other factors, use data-driven tools like segmentation models and behavioural analytics to create more precise, dynamic personas that reflect your member’s unique financial situation and goals.

To develop sophisticated personas, use advanced segmentation models and behavioural analytics tools like HubSpot, Salesforce Marketing Cloud, or Segment to analyse engagement patterns and financial goals. Additionally, platforms like Google Analytics and Sprinklr provide deeper insights into customer journeys. These tools help create detailed, actionable profiles that ensure your messaging is not only relevant but deeply aligned with the specific aspirations and concerns of each group.

Tailored messaging across life stages and diverse needs

Once audience segments are clearly defined, the next step is crafting highly personalised messaging that not only speaks to their life stage but also addresses their specific financial behaviours and aspirations. To achieve this, communication strategies should move beyond basic topics and leverage advanced segmentation insights, such as behavioural triggers and psychographics.

For example, a campaign targeting first-time investors could integrate interactive tools such as risk tolerance assessments, personalised investment simulators, and progress trackers that actively engage users in the decision-making process. Additionally, content like personalised financial roadmaps—tailored to each user’s specific financial position and goals—can demystify complex concepts like compound interest, asset allocation, and the time value of money.

On the other hand, messaging for more experienced or retirement-focused members could integrate sophisticated financial planning tools that showcase tailored income strategies, tax optimisation techniques, and risk-adjusted portfolio recommendations. By utilising data analytics and AI-driven insights you can create content that adapts to each member’s unique financial journey, making your communications feel more relevant, timely, and actionable.

A McKinsey study revealed that companies that personalise marketing communication can boost return on investment (ROI) by up to 30% and lift revenues between 5% to 15%.

By utilising tailored content, brands like super funds can enhance the relevance of their communications, making members feel understood and valued. Personalisation goes beyond basic demographic data; it can incorporate behavioural insights and preferences gathered through data analytics to create a more engaging experience.

Omnichannel campaigns

In an age where consumers interact with brands across various platforms, implementing an omnichannel strategy is vital. According to a report by Aberdeen Group, brands that utilise multi-channel strategies retain 89% of their customers compared to 33% for those that only use single-channel approaches.

Your finance brand should utilise omnichannel campaigns to ensure you reach your customers on their preferred platforms, whether via email, social media, mobile apps, or in-person events.

With the growing expectation for digital-first communications, especially in the finance sector, meeting members where they are and providing seamless, multi-platform experiences is key. In fact, in 2023 Aware Super was classed as the “Super Fund of the Future” after it merged 1.1 million members onto one technology platform.

You can boost engagement and loyalty by maintaining a consistent brand voice and delivering relevant, personalised content across these channels. For example, integrating educational webinars, social media posts, in-app notifications, and personalised email newsletters can create a cohesive, streamlined experience.

This approach not only meets the diverse preferences of your audience but also ensures that communication remains timely and accessible, whether members are checking their app during their morning commute or reading an email while planning their retirement.

Building trust through transparency and education

Trust is a cornerstone of successful financial relationships. Your brand can foster trust by emphasising transparency and offering educational tools. For super funds, providing clear information about fees, investment options, and performance helps members make informed decisions about their financial futures.

The need to focus on trust is clearly highlighted by global research highlighted in the Edelman Trust Barometer 2025 which found 60% of respondents now actively feel aggrieved.

Edeman’s President and CEO, Richard Edelman, said the erosion of peoples trust has been “a progression from fears, to polarisation and now into grievance”. Two of the key factors driving this loss of trust was the “lack of quality information” available to people and the belief “my family will not be better off in five years”.

In this environment where trust is a cornerstone to building successful financial relationships, your brand can foster trust by emphasising transparency and offering educational tools. For super funds, providing clear information about fees, investment options, and performance helps members make informed decisions about their financial futures.

Furthermore, educational initiatives such as workshops, online resources, and interactive tools demystify complex financial concepts so members can confidently navigate their choices.

Australia’s largest superannuation fund, AustralianSuper, with more than 3.5 million members and AUD $365 billion assets under management strong in this area, having a dedicated landing page that lists its educational resources. Whether members would prefer to read about how much money they need to retire or join a webinar, everything is positioned easily for members, and a diverse range of topics is explored.

The take-out here is by positioning your brand as a trusted partner in your customers’ financial journeys, finance brands can enhance customer retention and satisfaction.

Utilising AI and personalisation

Artificial Intelligence (AI) now plays a pivotal role in enhancing customer experiences through personalisation. AI-driven tools analyse customer data to provide tailored recommendations and proactive engagement strategies. For example, chatbots powered by natural language processing (NLP) can instantly offer personalised financial advice or answer member queries.

Additionally, predictive analytics can identify potential audience needs before they arise, allowing you to reach out with timely and relevant information. By leveraging AI and personalisation, you can stay ahead of evolving customer expectations, ensuring a responsive and engaging experience.

Superfund success stories of digital engagement

Superannuation funds, as finance brands that cater to a broad cross-section of society, offer a unique example of how to engage diverse customer segments effectively. AustralianSuper’s marketing strategies, for example, have successfully engaged its audience by combining personalised, targeted approaches with impactful media.

According to AustralianSuper’s chief member officer, Rose Kerlin, in an interview with Investment Magazine said the fund had invested heavily in direct channels and new ways to go to market.

“We have invested heavily in member engagement, we have over 30 engagement programs where we personalise our communications,” Kerlin said.

“We’re really focused on providing members trustworthy help and advice and digital enablement,” she added.

In one of its notable marketing strategies, AustralianSuper utilised out-of-home (OOH) advertising strategies to successfully target Australians aged 50+ who are preparing for retirement. The campaign was designed to leverage the power of OOH advertising to increase both awareness and engagement. Using strategically placed billboards across Australia, AustralianSuper reached 72% of the target demographic.

The campaign’s success wasn’t just in visibility but in the impact it generated – 32% of the people reached by the campaign visited the AustralianSuper website or enrolled as new members. This high engagement demonstrated the power of personalised, location-based messaging that resonates with the specific needs of an audience looking for trustworthy retirement planning options.

AustralianSuper also launched the “SuperTalks” series, a content marketing initiative designed to empower members with financial knowledge. The series comprises on-demand, expert-led educational videos that delve into key superannuation and retirement planning topics.

By providing bite-sized, relevant content (typically 20 minutes long), the campaign tapped into the desire for easy-to-consume, personalised financial guidance, helping members make more informed decisions about their financial future.

Both campaigns succeeded because they understood the importance of delivering content and messaging that directly aligned with the needs and interests of AustralianSuper’s audience, fostering trust and engagement through targeted, personalised marketing approaches.

The key to long-term success lies in building trust and delivering personalised experiences that resonate with customers across all life stages. Embracing these strategies will not only enhance customer satisfaction but also secure a competitive advantage in the dynamic world of finance.

Do you need help with client or member engagement? 

To win and retain new business, finance brands need to demonstrate value to clients and members by actively engaging them with useful products, personalised services and educational content to help them better understand financial topics and information relevant to them.

If you need help communicating with your clients or members, then the finance marketing experts at The Dubs Agency would love to speak with you because we can help. Contact Us to start a conversation.

The post Marketing personalisation can boost revenues by 15% 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.

Learn why it’s something financial marketers need to be across, including the risks and opportunities.

What is Google’s Search Generative Experience?

Google’s Search Generative Experience (SGE) is a tool that uses generative AI to give users quick and clear overviews of search topics, without having to click through to individual website pages.

With SGE, Google offers a list of suggestions at the top of SERP results drawn from multiple sources.

SGE has been rolling out in America. A recent study looked at exactly what SGE will show searchers.

It found AI-generated answers didn’t match any links from the top 10 Google organic search results 93.8% of the time.

SGE is expected to “reduce organic traffic significantly” to websites for many keywords, according to Search Engine Land.  Searchers could get their answers directly from AI-driven responses.

Should financial marketers be concerned?

The recent study was based on commercial keywords. So, understandably, it piqued the interest (and worries) of financial marketers who may be over-leveraged in search marketing.

A lot goes on behind the scenes in an SEO strategy. The analysis required can be very time-consuming. This may not deliver a strong ROI if the top organic listings in search get pushed down the SERP in favour of AI-led results.

That said, there’s an opportunity for websites outside the top 10 of Google’s organic results to appear as links within SGE.

What steps can be taken?

SEOs have dealt with lots of challenges in the past. Not least staying ahead of – or just getting their heads around – the ever-changing beast of Google’s search algorithm.

Here are three steps to take to shore up your marketing strategy in light of SGE:

1. Keep up with industry trends

Stay across the latest happenings in search marketing. Search Engine Land, Semrush’s blog and SEO influencers like Lily Ray are worth following.

Also, sign up to any relevant industry newsletters including Financial Marketer.

Understand ‘Answer Engine Optimisation (AEO)’. Essentially, AEO aims to directly answer user queries, making it easily crawlable by AI assistants. New research shows prioritising long-tail keyword content may be valuable.

Practically, this could mean amending the Q&A content on your website.

2. Review your content strategy

The question of which content types finance marketers should aim for in the brave new world of AI is ongoing.

For our money, as users continue to look for snappier answers to their searches, bite-sized content – such as short, animation-led videos and explainers – is an area to explore.

Take a broader look at the balance of your overall content types. Diversification is a good thing. Marketers should still consider longer-from articles where appropriate.

3. Increase your brand’s strength

Brands who put effort into staying close to their key audiences will always be well-placed to drive organic growth.

By positioning your brand strategically on social media, you can increase trust and have a new way to get reach. Paid search also needs to be considered in this mix.

The good news with SGE? Marketers have some breathing space (for now). SGE has to be enabled by a user for it to influence their search results.

But much like someone who’s considering SGE, now’s the time to get switched on.

The post Are you ready for Google’s Search Generative Experience? appeared first on Financial Marketer.

Financial storytelling often feels like navigating a labyrinth of charts and reports, inducing yawns faster than a market downturn. But what if you could elevate your financial narrative, turning complex data into a compelling story that captivates investors? Enter Tome, the AI storytelling tool poised to revolutionise your approach without unnecessary frills.

What is Tome?

Consider Tome as a sophisticated amalgamation, merging GPT-4’s linguistic prowess with Dall-E 2’s visual acumen. Present it with a prompt, such as your company’s vision for fintech disruption, and it generates narratives that transcend typical financial discourse.

Tome’s magic lies in its ability to tap into human emotion. It understands that financial decisions aren’t driven solely by logic, but by a complex tapestry of hopes, fears, and aspirations. Tome helps you to weave narratives that resonate with audiences on a deeper level.

Speaking to The Dubs Agency, senior graphic designer, Tom Bradshaw, explains, “Tome makes it easy to create a sophisticated visual presentation in a relatively quick time period. Enter a simple prompt and it produces a presentation right away.” Bradshaw continues, “AI features such as the ability to adjust tone, extend or shorten copy are helpful.”

Why should you use Tome?

Now, why should financial marketers consider integrating Tome into their arsenal? Let’s dissect the advantages:

• From data deluge to persuasive narrative: Escape the monotony of data slides. Tome breathes life into numerical intricacies, transforming your growth trajectory into a dynamic narrative that outshines traditional presentations.
• Tailored brand persona: For brands lacking a distinctive voice, Tome steps in. Seeking a witty and disruptive image? It crafts intelligent and humorous remarks. Aiming for the embodiment of stability? Tome weaves narratives of financial sagacity, leaving a lasting impression.
• Memorable content: Move beyond forgettable presentations. Tome taps into emotional cues, constructing experiences that resonate.
• Efficiency meets creativity: Marketers face perpetual time constraints. Tome acts as an efficient creative partner, generating tailored narratives and visuals fast.

Tom shares other benefits of Tome, “It can be used for training purposes, e.g. brand guidelines, event presentations and webinars.” He continues, “Anyone on the team can use it. It doesn’t need a designer to do much fixing once someone is finished. I spend a bit of time doing this in Google Slides.”

Not a perfect tool

However, let’s not be overly enamored with Tome. It’s a tool, not a silver bullet; it necessitates your guidance. The narratives it produces are raw materials, awaiting your input. Investors still seek a human touch, a genuine connection that AI cannot replicate. Think of Tome as your AI-assisted collaborator, streamlining the creative process while you, as the orchestrator, craft the masterpiece.

Bradshaw continues, “If you require simple charts and tables, it’s great. However, for the work we do, like complex tables and charts, the level of functionality and personalisation just isn’t there. This is the case across a lot of AI image generators. The output is not usable yet. For generic images such as a laptop or the Harbour Bridge, the quality is so bad we wouldn’t use it.”

Final thoughts

Is Tome the Hemingway of pitch decks? Not quite, but it stands as a potent tool for injecting sophistication into financial marketing. It’s an invitation to break away from mundane data-centric presentations and allow your brand’s narrative to shine. In an era saturated with information, what resonates isn’t just numbers; it’s the carefully curated narrative.

Overall, Bradshaw recommends using Tome to create simple presentations featuring text, image, a simple chart or table. “Use it to share among your team and with clients; it’s perfect for these tasks,” said Bradshaw, adding, “If you need anything bespoke such as an infographic, complex charts or tables, you’ll need a designer’s input.”

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