What exec teams need to know about governance of Financial Promotions in an AI-enabled environment
A concise briefing for exec teams and senior leaders. Designed to be used as a structured starting point for governance conversations about AI in financial promotions.
Marketing systems are changing faster than the frameworks designed to govern them.
AI is now routinely drafting content, routing workflows and personalising communications across financial promotions and wider regulated marketing use cases.
The regulatory position from the FCA is clear. Financial promotions must still be clear, fair and not misleading, regardless of how they are produced. For senior leaders, the question is increasingly how oversight, accountability and evidence should evolve alongside the systems.
Our exec paper is designed to offer a clear summary of the landscape and implications for senior leaders.
What we cover
The paper is structured around the questions senior teams most often need to answer:
- The current FCA position and why existing obligations, including Consumer Duty and SM&CR, apply in full to AI-influenced financial promotions
- The governance risks that build when marketing systems scale without corresponding control redesign
- Four practical tests senior managers can apply to assess exposure across their own marketing workflows
- A three-layer governance architecture distinguishing enforcement, interpretation and oversight
- Further considerations for senior managers discharging oversight responsibilities under SM&CR
Want the full picture?
Our additional in-depth guide covers the full framework, including where AI adds value within a controlled financial promotions process and emerging use cases within regulated marketing.