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In today’s rapidly evolving digital landscape, financial professionals face a dual challenge: staying relevant while building trust with clients and prospects. The good news? With the right blend of authentic communication, smart technology, and AI-assisted tools, advisors can strengthen relationships, increase share-of-wallet, and generate referrals – without burning out or sacrificing their personal touch.  Hi there, Marie Swift here. I recently spoke at two industry webinars, one for PFS/CPAs via the Houston Women’s Society of Certified Public Accounts, and one for independent financial advisors via RIA Circle, on this very topic – but I have to admit, my thinking is always evolving as I continue to learn and grow more proficient with my own use of Generative AI and tech tools. So, in addition to the comments I’ll provide here, be sure to click through to study some of the other articles, videos, and webinars note in the Additional Resources section below. Here are some tips for financial professionals looking to leverage technology without losing the human touch. AI and Tech are Great but Human Expertise Is Irreplaceable AI and automation are no longer futuristic concepts; they’re embedded in our day-to-day workflows. Tools like Claude, ChatGPT, Reword, and Perplexity can dramatically reduce the time it takes to brainstorm ideas, draft first-pass content, and repurpose existing material. But here’s the catch: AI should amplify – not replace – your voice and expertise. Basic rules of the road:
 The Best Content Strategy Is “Pro-Personal” Today’s clients – especially the next generation – want to know the humans behind the firm, so embrace the “pro-personal” approach: Blend professionalism with personality. Content that reflects your values, character, and culture builds trust and loyalty. What works well:
Use tech and AI to free up time for generating creative, human-centered content. It’s easy to automate basic and repetitive tasks like drafting email templates, summarizing meeting notes, or scheduling social posts. Start With Strategy, Then Layer in Tools Before you dive into the tech stack, clarify your marketing goals. AI works best when guided by a clear content plan and consistent brand voice. Some of my go-to tools for efficiency and creativity include:
Keep your stack simple and integrated. Too many disconnected tools create friction and overwhelm. Also, be discerning – the graphics and text generated by AI are, at least not yet, as good as the output from a skilled professional, but an attentive “human in the loop” can do wonders via iterative trial and error. For instance, as we saw in the webinars mentioned above, the AI-generated headshots paled in comparison to the professional headshots produced by a trained photographer in a studio setting, and many of the AI-generated graphics just look sophomoric or otherworldly. Keep your stack simple and integrated. Too many disconnected tools create friction and overwhelm. Also, be discerning – the graphics and text generated by AI are, at least not yet, as good as the output from a skilled professional, but an attentive “human in the loop” can do wonders via iterative trial and error. For instance, as we saw in the webinars mentioned above, the AI-generated headshots paled in comparison to the professional headshots produced by a trained photographer in a studio setting, and many of the AI-generated graphics just look sophomoric or otherworldly.  Follow the Four Cs of Content Marketing The old saying “content is king” is more true than ever before. However, not all content is created equal. Today, AI-driven answer engines are becoming ubiquitous, so it’s important to use natural language, not jargon, answering questions in a conversational manner – just like you might with your mother or a favorite client. Follow any of the influencers on LinkedIn and you will see them using terms like AEO (answer engine optimization) and GEO (generative engine optimization) synonymously or in place of the more traditional SEO (search engine optimization). For all intents and purposes, this means being omni-present and hyper-relevant to the right people online. Testimonials and Google Reviews matter more than ever before – and yes you can, with the proper framework and strategy, compliantly generate and showcase these important credibility statements. Here’s my framework for balancing ease, credibility, and impact:
 Beat Writer’s Block With AI (The Right Way) Struggling to come up with ideas? Here’s my favorite tip: Every time a client asks a question, turn it into content – a blog, an article, a video, a social post, a webinar, or podcast episode. Generative AI tools can help you:
Pro tip: The secret is in the prompts. The more specific and contextual your prompts, the better the output. I love “sparring” with Chat GPT in particular – it makes me a better communicator and subject matter expert when I use it to challenge my assumptions and uncover gaps in my thinking." ~ Marie Swift, Impact Communications, Inc. Use AI to Enhance, Not Erase, Your Humanity AI is a powerful tool, but it’s not a silver bullet. Clients still crave the empathy, wisdom, and judgment that only you can provide. Use technology to create efficiencies and scale your voice, but keep your messaging authentic, ethical, and human-centered. The future belongs to firms that embrace innovation without losing their identity. Start experimenting with AI today, but always lead with strategy, purpose, and vision.  Additional Resources:
See you at Advise | AI in Las Vegas? I’ll be speaking about this – alongside Trisha Qualy, Managing Partner, Affiliated Advisors, and Angela Giombetti, Chief Marketing Officer, Wealthspire Advisors – during a panel presentation happening on October 29th, 2025 as a part of Financial Planning’s Advise AI conference in Las Vegas. Join us and let’s continue the discussion there. 
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