While AI has become a widely recognized buzzword in recent years, the concept of artificial intelligence isn’t new. In fact, AI has played a role in many technological advancements that have been used by a number of companies for years. Some examples include facial recognition, digital assistants like Siri, and even in-vehicle software.
The difference between these applications and the AI making headlines today is the addition of algorithms and learning processes that help make AI more human-like, conversational, and predictive. For context, here are some high-level definitions of the latest in AI.
Artificial Intelligence (AI): General term for the technology that allows computers to “think”, and problem solve like humans.
Machine Learning: A subset of AI, this process is what allows AI to imitate these human behaviors.
Generative AI: Taking AI a step further, this uses what’s known as “deep learning’" to generate images, text, videos, and other content based on previous patterns.
AI Chatbots: These interactive programs—such as ChatGPT and Google’s Gemini—offer a conversational delivery to prompts and questions using the above aspects of AI.
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Is AI Replacing Financial Advisors?
With advances in technology that improve efficiency, it’s only natural to fear that humans will lose out to machines in many industries. And, while machines are replacing some humans in manufacturing and retail for example, there is an opportunity for today’s financial advisors to provide a service that machines simply cannot match: personal financial advice and guidance.
While there is no denying that AI programs can provide fast, accurate answers to user prompts and questions, they can only deliver results based on what was asked. For example, if a user prompts an AI program with: “How much money do I need to retire?” the program will give a general response that would be similar to a search engine. Without specifics, which a financial advisor would ask in response to that question, the answer has the potential to be generic and incomplete.
In short, AI – even when touted as conversational – is not the same as a true human-to-human interaction.
But that doesn’t mean financial advisors can’t take advantage of some of the things AI has to offer to enhance their financial advisor digital marketing SEO content and strategy. Instead of thinking of AI as the competition, you can use it to enhance your digital presence and grow your financial advisory firm.
AI Tools That Can Help Your Financial Advisor Digital Marketing and SEO
Having a better understanding of the AI terminology, you may be wondering how this all fits into your financial advisor digital marketing plan, both now and in the future. The good news is that there are several tools available to help financial advisors get comfortable using AI to help enhance their digital marketing. Here are some of the most useful AI tools for financial advisors who want to implement AI in their marketing.
Chatbots
A chatbot is a tool that generates conversational responses to prompts and questions. It’s a great way for financial advisors to get ideas for content topics based on what’s popular and trending, but not necessarily the platform to create that full-length content. If you’re stumped and looking for a quick idea for your financial advisor content, this is where you would start.
Examples: ChatGPT, Google Gemini, Microsoft Copilot, Jasper.ai
Generative AI Content Creator
If a chatbot helps financial advisors with suggestions for content, then a generative AI content creation platform is where you turn that suggestion into reality. And there’s no question that creating quality financial advisor content is a critical part of any successful financial advisor digital marketing strategy. However, it can also be time-consuming and costly if you’re hiring writers to create that content. A generative AI content creator platform can bridge that timely and expensive gap.
Examples: GPT-3, JasperDocs, Anyword
Automated Social Media Platforms
While originally seen by some as a way to simply share pictures and silly cat videos, social media has evolved over the years and is now a must-have in any digital marketer’s toolbox. However, due to the lightning-fast speed at which social feeds move, financial advisor content not only needs to be good, it also must be frequent for maximum effectiveness.
This is where AI can help in the form of automated social media platforms. These platforms can schedule out social media content to multiple feeds and channels weeks and even months in advance using AI technology to determine the optimal timing and frequency.
Examples: Hootsuite, Buffer, Sprout Social, SocialPilot
SEO Optimization Tool
In the ever-evolving world of SEO, the use of AI can make or break your financial advisor’s website visibility and rankings in the eyes of Google and other search engines. With AI beginning to play a large role in how search engine algorithms work, it makes sense that financial advisors using AI-powered SEO optimization tools have an advantage over those who don’t.
These tools can help analyze your financial advisor content and keywords, making recommendations as it sees fit. As a result, this can drive more visitors to your financial advisor website.
Additionally, it’s likely not going to be long before Google does a mass roll-out of its highly anticipated update, known as “SGE” or Search Generative Experience. Currently in beta testing, it’s predicted by some to change the way online search is conducted when it officially launches and becomes available worldwide.
And the integration and reliance on generative AI will most likely change SEO forever. Financial advisors who want to maintain a solid digital presence both before and after this algorithm update will need to have AI-based SEO practices on their radar, or better yet, already in place.
Examples: Alli AI, Semrush, WordLift
AI by itself is nothing financial advisors should be concerned about. However, not being prepared for AI and how it may affect your financial advisor SEO and digital marketing is what should be a major source of concern.
The good news? With the right tools and partners, financial advisors can get started implementing AI-based SEO and digital marketing strategies right away. Not sure where to start? We can help!
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