Governing AI in Financial Promotions

Governing AI financial promotions

AI is increasingly influencing how marketing content is drafted, reviewed and distributed across financial services. From drafting tools to campaign platforms and supplier systems, AI functionality is appearing across almost every marketing workflow. At the same time, regulatory expectations have not changed. The FCA remains principles-based and technology-neutral. This guide explores how regulated firms can govern AI within marketing workflows practically and proportionately, maintaining oversight, evidence and accountability as marketing systems evolve.
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Overview

Explore

How FCA regulated firms should approach AI governance within marketing workflows, with practical frameworks and clear recommendations.

Understand

How AI is beginning to appear across marketing workflows, supplier systems and campaign platforms within financial services.

Clarify

How existing FCA expectations apply when AI influences financial promotions, including Consumer Duty and SM&CR accountability.

Assess

Four practical governance tests firms can apply to identify oversight gaps across marketing systems and approval workflows.

Define

A practical governance architecture combining deterministic automation, structured judgement and embedded audit evidence.

Who should read this guide?

​​This guide is written for individuals responsible for the governance of financial promotions within regulated organisations. It will be particularly relevant for marketing governance leaders overseeing approval workflows, compliance professionals responsible for financial promotions sign-off and senior marketing leaders introducing AI or automation into marketing production. It may also be useful for risk and governance teams assessing the operational implications of AI-enabled marketing systems.
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An illustration of the bethebrand dashboard. There is a popup in the center of a darkened dashboard, prompting for a review on a rejection. There are multiple steps of the rejection, including the content and the rejection reason of "Grammer/spelling/formatting". There are two text boxes on the side for context. One says "Get your promotions approved first time" and the other says "Create and approve promotions with ease."
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A practical guide to governing AI in financial promotions

As AI becomes embedded in marketing tools and workflows, firms need confidence that financial promotions governance remains robust and defensible. Explore our practical framework for maintaining oversight, accountability and evidence as marketing systems evolve.