David Simpson, Managing Director of Marketing and Creative Strategy at Vested, was recently featured on the Gramercy Financial Marketers’ Forum: London​ panel “Enter AI: Financial Content Strategies for Today & Tomorrow.” The panel explored the real impact of AI on financial services marketing, cutting through the noise to get to what’s really changing, who stands to gain, and how the industry can respond.

Here are the top takeaways from the discussion:

From Creators to Orchestrators

AI is reshaping the marketing workflow. Rather than writing every article or email from scratch, marketers are now orchestrating campaigns across multiple channels, directing tone, message and targeting while AI handles execution at scale.

In this new model, strategy becomes the differentiator. It’s not about who can produce content fastest, but who can guide it most meaningfully, ethically and effectively.

AI Makes Content More Personal, Predictive and Fast

The panel covered several current applications of AI in financial marketing, including:

• Content creation tools like ChatGPT and Gemini help draft first versions of emails, blogs, and social posts, freeing up time to focus on strategy and compliance.
• Hyper-personalisation using AI to analyse customer data (from online behaviour to financial milestones) and tailor content to life stage, goals or risk appetite.
• Smarter segmentation that goes beyond demographics, allowing marketers to target nuanced audience profiles.
• Predictive media buying, where AI platforms automatically decide where and when to serve ads based on real-time performance data.
• Conversational interfaces like chatbots and virtual assistants are changing how businesses interact with clients.

Risk Management & Compliance are Getting Smarter

In highly regulated sectors, managing risk is non-negotiable. AI tools like natural language processing (NLP) are helping marketers stay ahead of compliance issues by screening content for red flags before it goes live.

Sentiment analysis can also flag off-brand tone or inappropriate placements a growing concern for businesses operating in areas like wealth management or crypto.

AI is Levelling the Playing Field

While large companies have the advantage when it comes to AI investment and access to data, the panel agreed that smaller businesses can still compete, especially when they combine strategic creativity with the right tools.

Cloud-based AI platforms are levelling the playing field, allowing lean teams to experiment faster, automate manual tasks and produce high-quality content without growing headcount.

Power Is Shifting to Those Who Understand AI

Perhaps the most important takeaway: the new power brokers in financial marketing aren’t the companies with the biggest media budgets they’re the ones who know how to work with AI and harness its power for the better.

That means understanding how to:

• Prompt tools effectively
• Combine human creativity with machine efficiency
• Extract insights from data that humans alone wouldn’t spot
• Keep content on-brand, compliant and strategically aligned

What does the Future Hold?

The consensus from the panel? In five to ten years, AI will handle much of the execution but humans will still own the meaning.

Financial marketers who succeed in this new era will be those who can orchestrate content with purpose, not just produce it at speed. The tools may change, but strategy, ethics and creativity remain firmly human.