How AI is changing the way your message lands with customers.
We’ll help you get inside the mind of AI
Once only existing in sci-fi films, artificial intelligence (AI) is suddenly part of our everyday lives. Whether we’re at work or at home, AI can help us do things faster and find simple answers to complicated questions.
AI is changing how your customers interact with information – particularly how they understand it and make decisions based on it. AI is reading and rewriting your content before your customers even see it. It’s the bridge between you and your readers.
This means that, as well as understanding your customers, it’s now also crucial to understand what AI is doing to your communications. With that knowledge, you’ll be able to make the content your customers read more accessible, useful and accurate.
To help you, we’re sharing simple tips and ideas about AI. We’ll help you learn how your customers use AI and how to make your content work in this new world.
AI is no longer a novelty, it’s a necessity
AI is not just a toy. It is already being built into existing technologies, across various sectors. This change isn’t just about speed and efficiency. It’s about getting better results too.
While AI can save time, its real strength lies in how it streamlines and restructures information. In this way (and not in the Terminator way) it is indeed like our brains, but better. With AI, customers have the potential to make smarter decisions, leading to better outcomes for both them and you.
AI is another stakeholder to grapple with
Typically, financial service communications go through a rigorous sign-off process. This involves lawyers, compliance officers, and communication professionals, along with whoever else is in the office that day.
But with AI, you’ve got yet another stakeholder in the room. AI has a view on what you should say, how you should say it, and what’s most important. And it gets its way. It will be an ever-present filter for your messages. Understanding this new stakeholder’s likes and dislikes is essential if your message is going to maintain its integrity and intent.
How AI is rewriting your messages
When you send an email, AI will increasingly have a role, deciding which parts of your message are crucial, which to paraphrase and which to omit. AI-powered email apps now summarise messages, highlighting the most important points and filtering out the noise.
AI search engines read your website so your users don’t need to. Then AI picks the important bits, rewords your content, and presents users with concise answers extracted from your information without them ever visiting your site.
So, in financial services, AI tools help people understand complex details about pensions, insurance, and investments. They turn confusing webpages or documents into simple summaries. These tools use natural language processing to explain difficult terms. They give personalised suggestions based on user data and offer real-time help through chatbots. There is a version of events in which this works really well for customers, helping them make good decisions. And there is a version in which it doesn’t.
Say hi to AI
So come with us as we try to demystify AI and its impact on how your customers consume and process information. We’ll delve into how AI is changing user behaviours and explore how to adapt and test your content. All humans – and robots – welcome.
