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Zango AI has published The New Era of Marketing in Financial Services, a collection of eleven essays on how AI is reshaping communications, compliance and customer trust. The report is built around three questions: how AI is changing trust across banking, asset management and insurance; how existing rules on conduct and communication apply when machines help produce content; and what governance and capabilities firms need for this new era. It is available in English and Portuguese.
Essays come from chief executives and senior compliance, legal and academic leaders across Millennium bcp, Fidelidade, Caixa Geral de Depósitos, BPI, Banco Santander Totta, IMGA, Grupo Ageas Portugal, Pérez-Llorca and Católica Lisbon, alongside Manuel Caldeira Cabral, former Member of the Board of ASF and former Minister of the Economy.
Together, the essays suggest that AI is being adopted faster in marketing and communications than in the functions that oversee them. Compliance was built to review a single message before it was sent; it now has to govern systems that can produce thousands of personalised variations. None of the contributors argue that the underlying principles have changed. What is changing is the scale, speed and complexity of how messages are created and distributed, and with it the way oversight has to work.
Key findings
- One campaign can become thousands of communications: a single campaign to 100,000 customers could become 100,000 variations, each factually accurate but differing in emphasis, in the features highlighted and in the prominence given to risk.
- Accountability stays with the institution: AI may change who writes the advertisement, but the regulated firm remains answerable for what each customer is told. The EU AI Act applies alongside existing financial marketing rules, not instead of them.
- Point-in-time approval is no longer enough: compliance is becoming a design requirement rather than a final checkpoint, and firms need an ongoing view of what is live, where it appears and which communications are affected when products or regulatory requirements change.
- Capability has to catch up with technology: marketing, compliance and data teams each hold part of the picture, and second lines will need the skills to oversee the systems the first line deploys, not only the content they produce.
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