__At our recent AI & Ethics breakfast event (with the Financial Services Forum) we explored how responsible brand guardians can enable AI to revolutionise marketing, without compromising ethical principles.__

With over 100bn users now using ChatGPT weekly, the breakfast event, held at JM Finn, discussed how AI can revolutionise marketing without compromising ethical principles.
Thanks to our expert panel for their invaluable professional perspective:

- David Copping, Partner, Farrer & Co.
- Nuno Godinho, Group CEO, Industrial Thought Ltd.
- Derek Yates, Associate Professor and Head of Creative Lab, Ravensbourne University London.
- Crispin Heath, Head of Digital, Teamspirit.

The UK is keen to take a pro innovation stance[1] and the City of London Corporation’s report, AI Accelerating Innovation, shows that the City is already harnessing this technology in positive and ambitious ways[2]. 90% of banks have already dedicated resources to generative AI initiatives with the goal of providing better customer experiences, improving risk management and creating innovative products[3].

The panel started by talking about the positive possibilities that AI is creating, particularly its ability to create more personalised recommendations and communications. And reducing volumes of repetitive work. Derek Yates, Head of Creative Lab, Ravensbourne University, highlighted its ability to create inclusion with the shift from making by hand, to thinking and visualising.

We then delved into one of the criticisms, the AI data bias which is undetectable to most people. Latest research in Scientific American suggests human users may unconsciously absorb these automated biases[4].

Nuno Godinho, Group CEO, Industrial Thought Ltd explained that the bias will exist and be reinforced if you let AI exclusively use existing and undirected sources, and shared examples of just how quickly bias is revealed when AI is left undirected. ‘Prompt Engineers’, individuals who set the direction for what is being sought by AI, will become a vital future role. Businesses, therefore, need to be vigilant in not creating a new bias by programming AI to only reflect their current business. Nuno went as far as forewarning about the risk of FS businesses using the same AI tools, which could lead to in inadvertent market manipulation in supporting similar stock picks.

Next the issue of how brands can ensure content authenticity and protection was explored. According to Gartner’s CMO Priorities report 2024, 55% of brand reputation leaders are concerned about risks associated with GenAI. Crispin Heath, Head of Digital, Teamspirit talked about the increasing ability to create brand content which is already turbo charging social content. AI output is often more vanilla and risks brand dilution which is why he advocates less output of better quality as the overriding objective.  

The conversation then moved to IP and defining the lines of ownership when using AI for creation. David Copping, Partner, Farrer & Co, outlined the UK’s existing framework around copyright and ownership which the regulator continues to promote. For David, transparency is critical and encourages companies to have an agreed approach to AI and to maintain a record of the prompts employed to direct their AI outputs. Ultimately the panel discussed how, similar to the music industry, the market will mature towards immutable tokenisation that will help to provide clarity around ownership.

The panel concluded by providing their top three tips for successfully integrating AI into future marketing strategies. Becoming familiar with the tool that AI provides is critical as the better the prompts the better the results.  Key is remembering that it is a tool not an end product in its own right. It provides possibilities that have the potential to allow greater inclusion, when used responsibly.

Join us in September where we will be discussing the latest usage cases as AI’s deployment matures.

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## Sources:

1. UK Gov pro innovation stance March 2023, and interim report [here](https://publications.parliament.uk/pa/cm5803/cmselect/cmsctech/1769/summary.html)
2. [https://www.cityoflondon.gov.uk/supporting-businesses/economic-research/research-publications/ai-accelerating-innovation](https://www.cityoflondon.gov.uk/supporting-businesses/economic-research/research-publications/ai-accelerating-innovation)
3. [https://www.cityoflondon.gov.uk/supporting-businesses/economic-research/research-publications/ai-accelerating-innovation](https://www.cityoflondon.gov.uk/supporting-businesses/economic-research/research-publications/ai-accelerating-innovation)
4. [https://www.scientificamerican.com/article/humans-absorb-bias-from-ai-and-keep-it-after-they-stop-using-the-algorithm/](https://www.scientificamerican.com/article/humans-absorb-bias-from-ai-and-keep-it-after-they-stop-using-the-algorithm/)

While AI is helping rethink the accepted rules of marketing creation and production, it presents an ethical minefield that embraces inclusion, privacy, consent, trust and accountability. 

AI & Ethics: Revolutionising marketing without compromising ethical principles 

## What’s going on? 

There’s a clear move to long-termism. Visible in everything from politics and the City to communicating in a more low-key way with Gen Z.

Autumn UK and US elections will mean long-term policy chatter. Despite the ESG performance debate, flows continue into ESG funds, with increased focus on the ‘S’ for social impact.[1] While former Lord Mayor of the City of London, Nicholas Lyons, has created in the Mansion House reforms a long-term legacy to secure capital into high-growth British businesses.  

## Why does it matter?

Falling foul of long-term behavioural standards legislation, such as Consumer Duty, risks easily avoidable reputational damage. Monzo has been called out for escalating fees[2] and the FCA is rebuking unfair ‘buy now, pay later’ terms.[3]

The latest disclosure framework from the net zero Transition Plan Taskforce, the gold standard for best practice sustainable behaviour, now requires companies to report on how their strategic ambitions will positively advance social equity.[4]

Meanwhile demand for better behaved brands and the desire to work for companies that do the right thing continues, particularly for Gen Z, who will comprise 27% of the workforce by 2025 and represent $7 trillion in purchasing influence.[5]

## What can we do? 

- Be clear on your purpose. Short-term responses to economic headwinds cannot come at a cost to investing in what makes you meaningfully different in the first place.
- Be confident in communicating this difference. Fewer, bigger, better is a good starting point for campaigning activity, with a focus on creating catalytic experiences.[6] 
- Hold fast in doing the right thing for the long term. As Ginni Rometty, former Chairman and CEO IBM, says in her book, Good Power: Leading Positive Change.

---

__For more from our 2024 Signals Report, read the full piece [here](https://assets.ctfassets.net/sxw14dxmazhg/jNSe8xFxo3VnUarFvWZCt/63fc7b5d494576b1889826043fe98b42/Teamspirit_-_2024_Signals_Report.pdf). Or if you’d like to discuss the impact of these signals on your business contact us at [hello@teamspirit.co.uk](mailto:hello@teamspirit.co.uk).__

---

1. Association of Investment Companies (AIC) annual ESG Attitudes Tracker October 2023 found 91% of advisers and wealth managers recommending sustainable funds and 72% expecting demand to increase.
2. [Monzo launches ISA (read this before you invest) (telegraph.co.uk)](https://www.telegraph.co.uk/money/investing/monzo-invest-digital-banks-platform-pot-fund-manager/)
3. [FCA rebukes PayPal over 'unfair' buy-now-pay-later terms as sector braces for clampdown (cityam.com)](https://www.cityam.com/fca-rebukes-paypal-over-unfair-bnpl-terms-as-sector-braces-for-clampdown/)
4. TPT Disclosure Framework – Transition Taskforce
5. [https://www.oliverwymanforum.com/global-consumer-sentiment/a-gen-z.html](https://www.oliverwymanforum.com/global-consumer-sentiment/a-gen-z.html)
6. [https://www.gartner.com/en/newsroom/press-releases/2023-05-22-gartner-says-catalytic-marketing-allows-cmos-to-drive-profitable-growth-amid-macroeconomic-pressures](https://www.gartner.com/en/newsroom/press-releases/2023-05-22-gartner-says-catalytic-marketing-allows-cmos-to-drive-profitable-growth-amid-macroeconomic-pressures)

There’s a clear move to long-termism. Visible in everything from politics and the City to communicating in a more low-key way with Gen Z. Find out why this matters...

Why long-termism matters more today

### __The times they are a-changin’. According to findings in a recent Deloitte report, 25% of young people (18–24-year-olds) now [turn to social media for financial advice](https://www2.deloitte.com/uk/en/pages/press-releases/articles/young-people-turn-to-social-media-forfinancial-guidance.html). Seriously. At the same time, the FCA has revealed that the retail IFA market has shrunk by 7% since 2022.__

__Mmm. What to do?__

This report is for those interested in, and responsible for, communicating about investments. In it we explore what’s going on in the advice marketplace, and the worrying phenomenon of the younger generations’ faith in often unregulated, socially-led financial advice. 

Then we turn the tables, to look at some great examples of how to reach this audience well on social platforms, in particular TikTok, YouTube and Instagram. Creating a hypothetical and deliberately cutting-edge persona of the new adviser, we go on to define the secret sauce of success, by defining the Top Ten Tactics for the New Adviser. 

As a specialist financial services focused agency, we know that 75% of younger people recognise the value of securing financial advice, yet [35% aren’t quite sure where they should start looking for it](https://www.ftadviser.com/your-industry/2023/09/22/less-than-half-of-clients-are-confident-aboutputting-advice-into-practice/). Advisers need to find new ways to ensure consumers get the help that they want, at a time that they need it and at a cost that is affordable. Before they are [forced into it by regulation](https://professionalparaplanner.co.uk/advice-guidance-boundary-may-lead-to-regulatory-restructuring/).

We take the responsibility of transforming the world of finance, including the adviser and investor, for the better.

__Here’s our latest thinking on '[The New Adviser](https://assets.ctfassets.net/sxw14dxmazhg/7pYAjwmiDHxd6k5g5UOkia/4de659696b253af6510042f01ba6802b/9995_2990_The_New_Adviser_Report_2_AW2_Digital.pdf)'.__

The times they are a-changin’. According to findings in a recent Deloitte report, 25% of young people now turn to social media for financial advice. Seriously. At the same time, the FCA has revealed that the retail IFA market has shrunk by 7% since 2022.

The New Adviser

## What's going on? 

In the past, everyone has treated B2B and B2C separately, but really it’s all business to human (B2H). If you want to move products, you need to move people. And if you want to move people, you need to move their minds. So, we need to create content that engages on a human level – that’s what B2B marketing should be all about. If we spent as much time engaging with our audience, as we did on perfecting features, benefits and our performance marketing funnel, we’d start to see the quality of sales leads improve dramatically.

## Why does it matter?

As the world becomes more digital, we appreciate real human engagement and conversation more than ever. If you really want to drive growth in your business, it’s time to wake up to the power of branding, purpose, storytelling and emotion. This will help your brand become more meaningful in the minds of your audience. Business audiences want more from you than product features or benefits. They want to be entertained, educated and made to feel special. They’d love to know what your business cares about, what you value. Crucially, they want to be treated as human beings, not as buying machines.

## What can we do?

- It doesn’t mean performance marketing should be ditched. Instead, consider tone of voice alongside conversational and colloquial language, and simplify complex topics and themes as if talking to a friend, and reel them in with a story where people need to hear the ending. 
- Become experts in people, emotion and storytelling. Become a trusted educator for your customers; learn for yourself and experiment. Find out what your customers are really experiencing when they engage with you. 
- Be more human. It will make you more likeable, and if you’re more likeable, the chances are you’ll be more profitable, too.

---

__For more from our 2024 Signals Report, read the full piece [here](https://assets.ctfassets.net/sxw14dxmazhg/jNSe8xFxo3VnUarFvWZCt/63fc7b5d494576b1889826043fe98b42/Teamspirit_-_2024_Signals_Report.pdf). Or if you’d like to discuss the impact of these signals on your business contact us at [hello@teamspirit.co.uk](mailto:hello@teamspirit.co.uk).__


In the past, everyone has treated B2B and B2C separately, but really it’s all business to human (B2H). If you want to move products, you need to move people. And if you want to move people, you need to move their minds. Are we losing this?

In marketing, are we losing sight of ‘Business to Human?

Facebook is launching a [ new video offering](https://www.theguardian.com/technology/2017/aug/09/facebook-new-video-feature-watch-youtube-rival) to challenge the likes of YouTube and Netflix along with traditional TV networks.

Soon users will be able to click on a “Watch” tab within their feeds, displaying a range of video mini-series. These will range from comedy clips, to reality shows or live sport – mixing professional with original user-generated content.

The idea is that this will be a dedicated area to discover videos, rather than just watching them in-feed. By offering original programmes, Facebook also hopes to strengthen its walled community.

As part of the new development Facebook will offer “watchlists”, allow users to see what their friends are watching and also to communicate with people interested in watching the same video in an effort to make viewing more sociable and less passive.

Sharing short clips of life hacks or pranks on your feed is all well and good, but when it comes to longer TV series - to what extent will users want to share and discuss the shows they are choosing to watch in their own privacy? 


Facebook is launching a new video offering to challenge the likes of YouTube and Netflix along with traditional TV networks.

Watch your back, YouTube

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