02.07.24

Advisors Tap Into Personalized Content Marketing, With AI Help: Study

by: Michael S. Fischer

North American financial advisors are increasingly looking to next-generation technology such as generative artificial intelligence (AI) to address their marketing challenges and meet the increased personalization expectations of clients, according to Broadridge Financial Solutions’ annual financial advisor marketing survey. The survey found, among other things, 56% of Canadian advisors are currently using generative AI in digital marketing strategies, or plan to do so, compared with 43% of their U.S. counterparts. Along with generative AI, advisors are also ramping up their investments in social media for digital marketing. "Many concerns and questions remain around the technology, so advisors should understand the risks and opportunities to leveraging generative AI in a digital marketing strategy to remain compliant while attracting prospects,” said Kevin Darlington, head of Broadridge Advisor Solutions. “Similarly, social media has become a popular tool to attract the next generation of potential clients and should be harnessed effectively for lead generation.”

Read the full article on Think Advisor