Welcome to the Future of Marketing
In the latest episode of Zephyr's Adjusted for Risk podcast, we had the pleasure of hosting Joe Anthony, President and CEO of Gregory, an agency at the forefront of utilizing AI in marketing strategies specifically within the financial sector. Join us as we delve into the intricacies of how artificial intelligence (AI) is revolutionizing marketing and building trusted brands in wealth and asset management.
AI as a Catalyst for Change
The marketing landscape within the wealth and asset management industry has undergone significant evolution over the past few decades. With technology advancing at a rapid pace, AI has recently emerged as a game-changer. Joe Anthony highlights that although the core goals of marketing — increasing brand visibility and driving revenue — remain unchanged, the methods have transformed dramatically. AI plays a pivotal role by enabling firms to reach new heights of efficiency and personalization.
Building a Trusted Brand with AI
Trust remains a cornerstone in financial services. As Joe points out, AI helps brands cultivate this trust by allowing firms to present themselves with credibility and rapport. While direct personal interaction used to be the norm, today's marketing leverages digital media, potentially at the cost of personal touch. Yet, the essence of trust and authenticity in communications is more vital than ever.
By understanding AI-powered search models, companies can enhance how they appear in AI-generated results. This involves ensuring website content effectively answers frequent consumer queries, thus improving likelihood of being discovered within AI search engines.
Strategizing with AI: Authority and Influence
Joe discusses Gregory's development of the Gregory Influence Engine, a platform that integrates data from multiple large language models (LLMs) to evaluate client's brand visibility. This technology shines light on content that influences AI search outcomes, guiding firms to optimize their marketing strategies accordingly.
A company's participation in traditional media and building web authority remain critical. As AI diversifies information channels, maintaining a presence in renowned publications and on relevant digital platforms supports visibility and trust-building, giving firms a competitive edge.
Marketing Leadership: A Call to Action
In the world of wealth management, the field is becoming ever more competitive. Joe emphasizes the necessity for firms to embrace AI through genuine marketing leadership, encouraging more firms to appoint Chief Marketing Officers (CMOs) who are equipped to navigate this complex landscape.
AI offers an opportunity to amplify personal and authentic voices in marketing communications, encouraging more firms to consider content creation as an essential, rather than supplementary, component of their strategy.
Looking Ahead: 2026 and Beyond
As we stand in 2026, it is imperative for RIAs and financial services to leverage AI effectively, adapting to the changes it brings to user search behaviors. The horizon witnesses an increased formation of branded content studios akin to what had been demonstrated by industry leaders, emphasizing relatable and human-centric storytelling in finance.
In conclusion, this enlightening discussion with Joe Anthony unravels how AI, despite being a complex technological domain, can serve as a powerful enabler for building genuine relationships, enhancing visibility, and nurturing trust in the financial sector. As Ryan Nauman puts it, "AI is a tool to empower people," and we should embrace it to craft a richer and more connected marketing future.
For further insights and deeper discussions, check out Joe Anthony's podcast, Marketing Matchup, where a unique blend of ideas and perspectives in the financial marketing sphere unfolds. Stay connected with Zephyr's Adjusted for Risk podcast for more engaging content on the latest industry trends and innovations.