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.
