Marketing has always been dynamic. A simple rule change on platforms like Google or Facebook has the potential to throw campaigns, big or small, into disarray. Now, the advancement of artificial intelligence (AI) has further disrupted the industry.
But AI is more of a boon for marketers than a bust.
Discover how neo-banks become wealthtech in London at the FMLS25.
The FMLS panel on “Marketing in 2026: Audiences, Costs, and Smarter AI” will explore the future of financial services marketing.
Moderated by Yam Yehoshua, Editor-in-Chief at Finance Magnates, the participants in the panel will include Jo Benton, CMO at Fractional; Itai Levitan, Head of Strategy at investingLive; Roberto Napolitano, CMO at Innovate Finance; Tony Cross, Director at Monk Communications; Federico Paderni, Managing Director for Growth Markets in Europe at X, and Jo Benton, Chief Marketing Officer, Consulting/Fractional CMO.
The panel is expected to discuss on the intricacies of marketing by brokers in the age of AI. While marketers need to act wisely with often limited budgets, AI is now giving them scalable solutions, but only if used properly.
“As we look ahead to 2026, smarter AI tools are opening opportunities for businesses to reach customers more effectively,” said Napolitano. “The question will be how firms can strike the right balance between technology and human creativity to build trust and growth in a competitive market.”
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“Real-time AI Insights”
Indeed, creativity is key to marketing. However, when it comes to promoting financial services, creativity must follow strict regulations.
Companies also spend heavily on marketing across social media and other online platforms. Although these platforms provide advertisers with massive data sets, they also restrict financial services ads.
“At X, we’re focused on turning that into precision for financial advertisers,” said X's Paderni.
“Real-time AI insights allow brokers, fintechs, and crypto brands to meet audiences in the moment, whether it’s during a market spike, a regulatory shift, or a cultural breakthrough,” he continued.
“We saw this with crypto,” he said, “investor sentiment can flip in minutes, and brands that respond in real time don’t just save on acquisition costs – they gain cultural credibility that lasts far beyond the spike.”
Read more: Plus500 Believes in High Marketing Spends, IG and CMC Have Found Their Sweet Spot
The upcoming FMLS panel will cover the acquisition costs across platforms and geographies.
The panelists will also offer analysis on today’s multi-layered audience segments and differences in behaviour and first-hand account of how global brokers balance consistency and local flavour.
According to Itai Levitan, Head of Strategy at investingLive (part of the Ultimate Group), companies must bring “practical insights on scaling personal and marketing productivity with AI, without losing the brand’s individuality.”
He further suggested that it can be as simple as “transforming Google Search Console data into actionable one-month content strategies that align growth with conversions.”
However, information overload is another factor that marketers must consider.
Platforms are scraping an enormous amount of data, and if marketers do not have a grip on the data they are handling, it might ruin campaigns.
“We cannot fall into the trap of unlimited content at close to zero marginal cost in the recruitment and retention of clients,” said Monk Communications' Cross. “Information overload is a real challenge, and we have a responsibility to make the onboarding and trading processes better – not overwhelming.”
Paderni of X believes that “the next frontier isn’t just smarter targeting – it’s smarter timing.”
