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In the report, Miguel Maya provides an essay on "Trust as a foundation of marketing in the age of AI".
“Whether through human interactions or digital channels, the same principles apply: accuracy, transparency, respect for privacy and a commitment to the customer’s best interests.”
— Miguel Maya, CEO, Millennium bcp
Why adopting AI well is a trust challenge rather than a technology one, and how AI becomes the new gateway to financial information.
How AI narrows the scale gap for smaller managers, and why accountability for how products are represented cannot pass to the algorithm.
Where sharper risk pricing ends and revenue extraction begins, and why supervisors need their own analytical tools to tell the two apart.
The legal shift from approving one advertisement to governing a system, and why the AI Act applies alongside existing financial marketing rules.
What Portugal's tightened advertising regime demands of firms, and the safeguards AI review systems need before compliance can rely on them.
What changes when customers and insurers both use AI to write, and why disclosure alone settles none of the harder questions.
The case for a five lines of defence model, with controls embedded in processes and the board accountable under the EU AI Act.
How to build oversight before the rulebook arrives, using the finfluencer lesson, use case inventories and honest answers about shadow AI.
Why AI-mediated distribution breaks traditional marketing and compliance roles, and the mix of skills banks now need to build across teams.
What complinace by design means in practice and how control, traceability and customer protection are built into every solution from day one.
Why a company's growth should never depend on a customer failing to understand what they have bought or being unaware of an important limitation of a product.
Financial institutions run on trust that takes years to earn and seconds to lose. As communications become more personalised, customers still expect transparency, fairness, and clear accountability for the outcome.
A single campaign to 100,000 customers can become 100,000 variations. Each may be factually accurate while differing in emphasis, in the features highlighted and in the prominence given to risk.
Rather than acting as a final checkpoint, compliance can increasingly apply regulatory requirements and internal standards as marketing is created, helping teams identify issues earlier and work more consistently.
AI may generate the wording, but the regulated institution remains responsible for what customers are told, how it is presented and how they are likely to understand it.
Content can be adapted, republished or personalised after launch. Firms therefore need an ongoing view of what is live, where it appears and whether it still meets regulatory and internal standards.
Marketing, compliance and technology teams all need to adapt as AI changes how content is created and governed. Building those capabilities will be critical to using AI responsibly at scale.
Former Member of the Board, ASF, and former Minister of the Economy
CEO
Group Head of Compliance
Partner and Head of the Financial Services Department
CEO
CEO and Co-Founder
Country Senior Director
Programme Director
Director of the Business
Legal Department
Chief Compliance Officer
CEO
Chief Compliance Officer
AI allows content to be generated and adapted at a scale that traditional, asset-by-asset approval processes were not designed to oversee.
Rather than acting as a final checkpoint, compliance increasingly needs to apply regulatory requirements and internal standards as marketing assets are created.
Approved claims, qualifiers and past decisions need to become institutional knowledge that can be applied consistently across all campaigns.
Firms need an ongoing view of what is live, where it appears and which communications are affected when content, products or regulatory requirements change.
