What 37 Advisors Taught Us About the Future of AI in Marketing
Most AI trend reports are just that—trends. Speculation. Headlines pulled from whitepapers written far from the front lines. But this one? This one started with a conversation.
Actually, 37 of them.
As part of a first-of-its-kind research initiative, we used an AI voice agent to talk directly with financial advisors and marketers across the industry. No surveys. No scripted interviews. Just unscripted, voice-based conversations—captured in minutes and rich with insight.
The result is a new kind of AI study:
Real voices. Real use cases. Real-world challenges.
All packed into a report we’re calling AI in the Wild: How Advisors Are Really Using AI in Marketing.
Why We Did This
AI is transforming marketing. That much we know.
But how it's transforming advisor marketing? That’s been harder to pin down. Are firms actually using AI in workflows? Is it helping or complicating things? What’s getting in the way?
We wanted answers—and we didn’t want to wait for another generic industry report to give them.
So we teamed up with our friends at Peel, a conversational AI tool that turns voice interactions into structured insights. Instead of building a survey, we built a listener. One that could talk to advisors directly, ask smart follow-up questions, and make it dead simple to respond in under two minutes—just by speaking.
The entire process was fast, friendly, and frictionless. It let us capture what advisors actually say, not just what they check off on a form.
What We Heard
Here’s a quick peek at what emerged from those conversations:
- 68% of advisors are experimenting with AI, mostly for content or personal productivity
- Very few have moved beyond individual use into fully integrated firm-wide workflows
- Compliance is the biggest roadblock—but also the biggest unlock
- Many advisors are quietly optimistic—but unsure where to go next
One advisor put it plainly: “I’m using AI to do the parts of marketing I used to avoid.”
Another shared: “We’d go further if compliance would just greenlight a tool.”
The most promising use cases?
Content Creation:
Brainstorming and writing content was one of the most frequently cited use cases for AI. Advisors shared how tools like ChatGPT help them move past creative blocks and get campaigns, emails, and posts written faster with less friction.
Personalized Lead Nurturing:
While most firms haven’t implemented this yet, nearly every respondent emphasized its value. The ability to personalize outreach based on prospect behavior or segmentation is seen as critical in today’s competitive environment, and AI is making it more achievable.
Automating Manual Tasks and Responding Faster:
Many advisors expressed a strong desire to reduce manual marketing busywork. Especially when it comes to follow-up speed. The dream? Smarter automations that help them respond faster than competitors, without compromising compliance. It’s not widely solved yet but it’s clearly a priority.
Why It Matters
In the rush to build tools, launch features, and talk about “the future,” it’s easy to forget the most important part of this industry: the humans in it.
This study is a reminder that AI adoption isn’t just about capabilities—it’s about confidence.
And confidence starts with hearing real stories from real peers.
That’s what this research captures. The mindset shift underway. The momentum (and friction) happening behind the scenes. And the next evolution of AI in advisor marketing—not as a buzzword, but as a real growth engine.
Read the Study
If you're curious about where your peers stand, what they’re trying, and how they’re making AI work (or not) inside their firms, this report is for you.
It’s packed with insights and ready for your team to dig into.
And if you haven’t already, Add Your Voice to the conversation. Simply click the “Add Your Voice” button in the study, and you can have a quick conversation with our AI agent to share your viewpoint.
📥 Read the full study: AI in the Wild
