How to Use AI Without Compromising Your Brand’s Identity

lauren hong

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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.