AI reshapes financial brand discovery, dentsu finds

Financial services brands cannot rely on existing customer relationships to secure future business, as consumers increasingly turn to AI tools, search engines and comparison websites when exploring financial products, according to new research from dentsu.

Its latest Consumer Navigator report, Interest. Earned. How financial brands can earn attention, build understanding and support decisions, examines how consumers discover, evaluate and choose financial providers, highlighting the growing importance of visibility, clarity and trust.

Based on a nationally representative survey of 2,000 UK adults, the research found that just 16% of respondents began their most recent financial decision by approaching an existing provider. Instead, comparison websites (17%), search engines (13%) and AI tools (8%) were among the most common starting points.

However, existing relationships still carry weight, with 27% naming an existing provider as their main or preferred option and another 26% seriously considering one alongside alternatives.

Price remains a significant barrier, with 24% of respondents who did not seriously consider an existing provider citing a better price or rate elsewhere. A further 18% said alternatives were easier to find or compare.

The research also highlights the growing role of artificial intelligence in financial decision-making. Some 45% of UK consumers said they used general-purpose AI tools, including ChatGPT, Gemini and Claude, at least monthly for financial help, information or guidance.

For 27% of respondents, the main appeal of using AI before contacting a financial provider was getting a simple explanation or understanding whether they might qualify. Another 15% valued the ability to ask questions privately without feeling judged or sold to.

AI is also influencing which providers consumers consider. Among those who had used AI to research a financial product or service, 15% subsequently considered a brand they had not previously thought about, while 18% used search engines to verify or explore the information further.

Financial creators are another growing source of discovery. More than half (55%) of respondents had encountered financial creator content on YouTube in the previous year.

Of those engaging with this content, 48% reported taking a subsequent step elsewhere, including searching online, comparing providers or applying for a financial product.

However, trust remains a challenge. Just 10% said they trusted independent financial creators enough to act on their recommendations, while 34% checked the information elsewhere before making a decision.

Beyond discovery, the research raises concerns about how well consumers understand the financial products they are considering. Some 59% said they had previously indicated to someone helping them with a financial product that they understood something when privately they were unsure.

Meanwhile, 26% of financial decision-makers had either decided against investing or delayed a decision because they did not understand the proposition sufficiently. Another 11% admitted investing despite knowing they did not fully understand the investment.

The report also explores attitudes towards personalised financial services and AI-led interventions. While 47% supported providers blocking potentially fraudulent transactions without prior permission, only 17% were comfortable with providers automatically changing an account or product to improve their financial outcome without asking first.

Dentsu's findings suggest financial brands must look beyond traditional measures of marketing performance, connecting visibility with clearer product explanations, consistent customer experiences and greater transparency around the use of personal data.

Read full report here: https://www.dentsu.com/uk/en/reports/interest_earned