Using AI for financial content

Marketing teams in financial services are under pressure to produce more stand-out content, across more channels, with the same (or fewer) resources. So it’s no surprise that many are experimenting with AI tools for help.

The promise is compelling: faster production, lighter workloads and the ability to scale without increasing headcount. And in some cases, that promise is real. But for marketers in regulated industries like asset management, AI isn’t a plug-and-play solution. It’s a tool that requires careful oversight, human input and the right expectations.

Here’s where AI is delivering, where it’s falling short and how to strike a balance that works.

What works: The easy stuff

Many of the firms we work with use AI tools to lighten the load on their content teams. They’re not trying to replace writers. They’re using AI to speed up repetitive, lower-stakes tasks such as:

• Creating first drafts of emails or blog summaries

• Repurposing white papers into short-form content

• Writing basic video scripts and podcast intros

• Generating alt text for images

• Drafting social media copy

Used this way, AI can be a powerful accelerator. It doesn’t eliminate the need for writers and editors, but it can give them a head start.

What doesn’t work: Expecting too much

Despite the efficiencies AI can create, it also comes with real limitations. Many tools still struggle with accuracy, particularly when summarizing financial data or interpreting investment language. Others fall short on tone, brand alignment, or nuance — especially in regulated content.

Hallucinations remain a problem. Tools that summarize PM calls or earnings transcripts often miss the context or emphasis that an experienced investment writer would catch. And wile some tools claim to “learn your brand voice,” that process still requires significant setup and supervision.

These concerns have led several of our clients to abandon AI tools for certain types of projects due to repeated errors and compliance concerns.

Where AI shines: Derivative content

In our experience, AI performs best when it’s used to repackage content, not create it from scratch. That could mean:

• Taking a long-form article and generating email copy or headlines

• Turning a webinar transcript into a blog post outline

• Drafting a few social posts from a thought leadership piece

• Pulling the intro paragraph for a video or podcast from a full-length script

In these scenarios, the original content has already been vetted. The AI tool isn’t generating new ideas; it’s remixing what’s already there. This makes it easier for internal teams to review and approve. And it reduces (but doesn’t eliminate) the risk of introducing factual errors or off-brand messaging.

What still needs a human touch

Where should marketers not cut corners with AI? Original thought leadership. Fund commentary. Regulatory content. Anything that touches sensitive information or requires a clear, confident take on complex topics.

Clients, compliance teams and internal stakeholders expect content that’s accurate, insightful, and authentic. That means human writers with deep investment knowledge are still essential. When AI is part of the process, those writers become even more valuable. They’re the ones who ensure the output is factual, well-structured and aligned with the brand.

A smarter way to scale

For financial marketers seeking to do more with less, AI can help. But only if it’s implemented thoughtfully — with the right roles, processes and partners in place.

Some firms are training internal “super users” who know the tools and the brand well enough to coax useful output from AI systems. Others are working with external partners who already have editorial teams that can combine AI efficiency with subject matter expertise.

At Copylab, we’ve developed our AI Academy to ensure that our writers and designers are thoroughly educated on if, when and how to use AI. In the process, we’ve found that the right approach involves getting the best of human and artificial intelligence.