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Finance

Financial firms\' marketing investment keyword this year is AEO, but conversion gains are limited

AI is becoming a core marketing tool in the global financial and fintech industry, with answer engine optimisation (AEO) emerging as a new area of investment to raise visibility in generative AI search results. A survey of 105 marketing leaders found about 70 percent said digital marketing results met or exceeded expectations, especially in personalisation and data analytics. But AEO performance remains limited, and many firms lack formal organisation-wide strategies and consistent KPI tracking.

Industry

HyperM merges with Roots & Wings to target data and AI-based digital marketing market

Marketing communications company HyperM said on Wednesday it has merged with data and performance marketing specialist Roots & Wings to target the data- and AI-based digital marketing market. Roots & Wings, founded in 2023 by CEO Jang Jae-young, provides targeted marketing, performance ad operations, AI marketing automation and AEO and GEO consulting and execution. After the merger, Jang will oversee digital marketing and an AI marketing lab.

Finance

Toss Insurance rolls out mobile and PC web consultations to expand customer touchpoints

Toss Insurance has revamped its official website to allow users to request insurance consultations on mobile and PC web, expanding customer touchpoints beyond the Toss app. The company said the change enables general insurance consumers, not only Toss app users, to access consultations without installing a separate app. It split the site into a service domain and a corporate domain, built a responsive web service and simplified the consultation process.