The investment industry has always been information-intensive, requiring analysts and advisers to process vast amounts of market data, economic indicators, and company reports to keep clients informed. Today, artificial intelligence is revolutionising how we create and deliver this content — but only when implemented responsibly.
Recent research should give us pause. A landmark study coordinated by the European Broadcasting Union and the BBC found that leading AI assistants misrepresent content 45% of the time, with issues ranging from factual inaccuracies to serious sourcing problems.[1] This finding underscores a critical lesson for investment professionals: AI is a powerful tool, but only when we control its inputs and maintain human oversight.
The Source-Controlled Approach
The key to leveraging AI effectively lies in what goes in. Rather than relying on general-purpose AI assistants that scrape the entire internet — with all its misinformation and outdated data — forward-thinking investment firms are taking a more disciplined approach. By responsibly sourcing data from trusted providers and feeding only verified information into specialised AI tools, they’re achieving the best of both worlds: automation without hallucination.
Consider monthly market commentary, a staple of client communication that traditionally consumed hours of analyst time. By implementing a controlled workflow —scraping data exclusively from reputable financial sources, then processing it through tools that use only the provided materials — investment professionals can now generate comprehensive market updates in a fraction of the time. The AI doesn’t invent facts or cite dubious sources; it synthesises the specific, verified information you’ve given it.
This approach directly addresses the sourcing crisis revealed in the recent research. The EBU/BBC study found that a third of AI responses showed serious sourcing errors, with some platforms citing sources that didn’t actually support their claims. When you control the sources, you eliminate this risk.
Customised Client Communication at Scale
Beyond market commentary, AI is transforming how investment professionals communicate with clients. Personalisation has long been the gold standard in wealth management, but delivering truly customised communications to hundreds or thousands of clients was simply impractical — until now.
AI-powered tools can now generate individualised portfolio updates, tailored investment insights, and personalised educational content that reflects each client’s specific holdings, risk tolerance, and financial goals. What once required a team of writers working around the clock can now be accomplished in hours, freeing advisers to focus on relationship building and strategic advice rather than content production.
The economic implications are significant. Firms can deliver a premium, personalised experience to a broader client base without proportionally expanding their communications team. Time savings translate to cost savings, which can be reinvested in research, technology, or client services.
Timely Market and Economic Updates
Markets move fast, and clients expect updates faster! AI excels at rapid synthesis, enabling firms to respond to market events with relevant commentary within hours rather than days. When economic data releases or corporate earnings surprise the market, AI can quickly generate initial analysis based on trusted sources, which human analysts then review and refine.
This speed doesn’t come at the expense of quality — provided the process maintains human oversight and source control. The AI handles the heavy lifting of data synthesis, pattern recognition, and draft generation, while human experts ensure accuracy, add nuanced interpretation, and maintain the firm’s voice and standards.
The Critical Human Element
Despite AI’s capabilities, the research findings make clear that technology alone isn’t enough. The EBU emphasised that when people don’t know what to trust, they end up trusting nothing at all, which can deter engagement — a warning equally applicable to investment content.
The solution is a hybrid approach: AI for efficiency and scale, humans for judgement and verification. Every AI-generated piece should be reviewed by qualified professionals who can spot errors, add context, and ensure the content serves clients’ best interests.
Looking Ahead
As AI technology evolves, its role in investment content will only expand. The firms that thrive will be those that implement it thoughtfully — prioritising accuracy over speed, sources over volume, and human oversight over full automation.
The opportunities are substantial: more timely insights, more personalised communication, and more efficient use of human expertise. But realising these benefits requires discipline. Control your sources. Verify your outputs. And remember that while AI might speak any language fluently, you’ll need to ensure it uses an ‘s’ in customisation rather than a ‘z’—unless, of course, you’re writing for American clients. Even AI needs a style guide.
The future of investment content isn’t AI replacing humans; it’s AI empowering humans to do their best work at unprecedented scale. That’s a transformation worth investing in.
[1] https://www.bbc.co.uk/mediacentre/2025/new-ebu-research-ai-assistants-news-content
Money Marketing Article, 14 November 2025
Tony Wilkinson: How AI is transforming investment content | Money Marketing
