Why AI Could Reshape Your Marketing
AI is everywhere — at conferences, in trade publications, and all over social media. Most discussions focus on how advisers and planners can use AI to improve their businesses and client services. Those conversations matter. But just as important is understanding how consumers will use AI to find businesses like yours.
If you want to grow your business or stay relevant in your profession for years to come, you need to pay attention to how AI changes consumer behavior.
Consumers Are Already Using AI in Two Key Ways
- Checking out advisers and planners via Large Language Models (LLMs): Instead of a traditional Google search, some consumers use tools like ChatGPT to look up contact details or conduct deeper research on firms they've been recommended.
- Finding advisers and planners without referrals: When people don’t ask friends or family for recommendations, they might turn to LLMs for service-based searches. Currently, searches like “financial adviser in Nottingham” or “financial planner near me” rely on Google’s basic listings, reviews, and links. In the near future, expect LLMs to provide more detailed, personalized firm recommendations.
The Pace of Change Is Uncertain
Many advisers report new clients finding them through ChatGPT almost daily. But anecdotal evidence doesn’t clarify whether this shift is fast or slow. Still, it’s very likely to happen — either because consumers choose to switch or because Google integrates AI more deeply into search results.
Focus Your Marketing on Three Priorities
If ignoring AI’s role in marketing isn’t an option for you, here are three practical steps to prepare:
- Create clear “source information”: LLMs rely on solid reference points to answer questions. Build detailed pages on your website explaining who you serve, why clients choose you, and how your fees work. Regularly publish blogs and guides, boost your social media presence, and look for chances to share your content on other sites.
- Develop “expertise indicators”: LLMs will look for signs of credibility when recommending firms. Collect Google and VouchedFor reviews, enter industry awards, highlight qualifications and accreditations, secure press mentions, and gather client testimonial videos.
- Distribute source information and expertise widely: Try asking ChatGPT for adviser recommendations and check the sources it cites. This shows why spreading your content and credibility signals across multiple platforms is essential.
Getting Ahead Matters
The shift to AI-driven consumer searches could be the biggest change since Google launched in 1998. Firms that develop useful information, build clear indicators of expertise, and share both broadly will have an advantage.
Even if this change takes longer or doesn’t happen exactly as expected, improving your source content and social proof will benefit your marketing with real people and search engines alike.
To help identify where your marketing could improve for this shift, a free scorecard is available. It only takes a few minutes to complete—no longer than enjoying a cup of tea or coffee.
For marketers interested in AI-focused training and resources that can deepen your understanding of AI’s impact on marketing, explore options at Complete AI Training.
Your membership also unlocks:
