Finance Specialist: How AI search is reshaping broker marketing

In the latest episode of Finance Specialist, hosts Liam Garman and Trent Carter examine how artificial intelligence is changing the way borrowers search for finance professionals – and what brokers must do to stay visible in an AI-driven digital landscape. With more consumers turning to platforms like ChatGPT, Gemini, and Claude instead of traditional search engines, the pair discuss how online marketing strategies are shifting from keyword rankings and ad spend to credibility, expertise, and clear answers to real client questions. Carter says brokers who showcase niche specialisation, detailed service descriptions, and real-world case studies are more likely to be surfaced and trusted by AI search tools. The episode also touches on the broader economic backdrop, including expectations of further interest rate rises and declining business confidence, as well as the growing threat of fraud in the lending ecosystem, and why stronger verification processes may become increasingly important for brokers.