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Imagine this: You’re stuck in a frustrating loop, uttering "representative" into an automated phone system, hoping to speak with a human, only to be left without resolution.
Sound familiar?
We all want to work smarter, not harder, to add efficiency to our businesses – but how can we do it without an over-reliance on technology that can strip away the personal touch our customers crave?
Those are the conversations I am having more often as artificial intelligence (AI) takes center stage. Morgan Stanley's recent launch of the AI @ Morgan Stanley Assistant is just one example of AI's growing influence in every industry. Like any other tool or system, its integration requires thoughtful consideration to ensure it aligns with your brand’s unique identity and client experience.
As my team and I talk with our clients, we’ve reflected on how generative AI can help enhance client service, decision-making, and more. What’s promising is that from automating client onboarding and offering off-hours support to sparking fresh content ideas, this technology offers many opportunities for financial advisors. But in finance, trust and transparency are paramount. The key is understanding how to let these tools complement your marketing efforts while maintaining your brand identity across every client interaction – from your front desk to your website. The result is still unmistakably you, just with more timeliness, polish, and expertise.
How to identify and codify your brand
To establish a brand identity and preserve it in the age of AI, let’s talk about what makes your brand special:
What is your brand personality?
It’s the convergence of your mission, core values, and everything that sets you apart from competitors. (I talked more about this on the ProudMouth podcast recently.) These elements boil down to your brand personality or the comprehensive traits of your firm.
How will you show up?
Your brand personality will guide your communication approach. Create a clear and consistent messaging strategy with a distinct tone and style in all communications. Regularly engaging with your audience using this strategy reinforces your firm’s identity.
With a clear brand identity, you’re ready to introduce AI into the mix. If you want to learn more about creating your brand personality, check out my article about maintaining an unwavering brand voice.
How to use AI to enhance your brand operations
Generative AI can step in to make tasks smoother and more efficient. It's about streamlining and automating processes to reduce manual effort and minimize errors. Here are some ways to make the most of it:
Brainstorming
Tools like ChatGPT, which provides relevant text responses with a human touch, can help you generate ideas, insights, and solutions; it’s like having a virtual assistant for bouncing off thoughts. Be as specific as possible. Your team already has the expertise, but AI can lighten the load in finding the path to the solution. You can enter prompts like:
- Provide themes for an upcoming webinar targeting business owners and succession planning.
- List 10 types of ads likely to reach young executives in Miami.
- Help me start an email to investment planning clients about a new regulatory change.
- Write 12 social media posts that mix educational information with retirement planning needs.
Scheduling and productivity
We all know going back and forth scheduling client meetings eats up precious time. Tools like Clara sync each guest’s calendar, minimizing conflicts and offering the best meeting times using conversational, human-like text. Several time management tools, such as Clockwise, can also help you block time based on similar projects and your availability.
Simplifying information
Whether you're writing an email or a blog post, AI tools like Grammarly use your specific voice and style criteria, such as removing technical jargon, to help condense information and refine it for grammar and sentence structure. Like ChatGPT, AI tools like Google’s BARD can help communicate complex ideas more efficiently. For example, "Explain ESG investing in three key points," or, "Remove redundancies in this client account form."
These are great tools, but I have found it's all about personalization to ensure the output truly mirrors your brand identity.
Branding and personalizing AI
Using generative AI in your marketing and operations gets you halfway to your end goal but the real magic lies in customizing the outputs to make truly exceptional messages and interactions. It’s the sweet spot between maintaining that human touch, preserving your clients' trust, and growing and staying competitive. Before integrating AI-generated content or responses, consider the following:
Does this response align with our brand voice and personality?
Your email campaigns, social media responses, and other communications should sound like you, reflecting your values and brand characteristics. For example, if you’re known for your warm, approachable service, your responses should sound friendly and include customized salutations and anecdotes.
How can we personalize the content?
Consider your specific service approach and your clients' individual investment or financial planning criteria, such as risk tolerance, preferences, or their current life stage. The goal is to provide a white-glove experience that feels entirely tailored.
Is it accurate?
Ensure the information is accurate and that messaging isn’t overpromising or providing misleading information.
The success of your AI tools hinges on your input, such as the prompts or data you use. Consider getting expert guidance or budgeting to learn more and experiment. With practice, you can ensure your data and results remain unbiased, aren’t generic, and effectively address ongoing challenges.
In my experience, the best way to handle it is to use generative AI to brainstorm. Then let humans take over and do the creation.
Balancing AI and brand authenticity
I look forward to seeing how AI will transform financial services and how we use it to connect with clients and prospects. But I think of AI as a trusty sidekick rather than letting the technology completely run the show. As I’ve shared, there are many ways to benefit from AI while not overshadowing your firm's character, that unique human touch that sets you apart, resonates with clients, builds trust, and keeps them coming back. Getting it right means elevating your marketing and reinforcing your brand’s identity.
Stay curious so you can use this powerful combination to advance competitively while staying true to what matters most: your core values.
Lauren Hong is president of Out & About, a full-service marketing firm that she founded in 2013.
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