Fintech shaped the digital era, now it’s time to claim the AI narrative

By Ivy Gitarts, Senior Account Director 

AI is undeniably the buzzword for the year and will remain as such for the foreseeable future. From headlines to bylines, AI dominates the media landscape across sectors. One thing is clear; AI is more than just hype or a fad – it is here to stay. Research indicates that the global AI in finance market is projected to reach $190 billion by 2030. In the U.S., the current administration is focused on securing the country’s place as the leader in the AI race and looking for ways to push American AI technology abroad. As the stars align with AI investment flowing in and the countries’ AI ambitions taking shape, the question is no longer when AI will make an impact but how will it continue to mold our world.   

The breadth and depth of AI’s impact across sectors is comparable to that of digital transformation. It is redefining how businesses operate and deliver value. For fintech firms in particular, AI-led innovation is a game-changer for transforming risk assessments, onboarding, compliance, and beyond. Similar to digital transformation, where fintech revolutionized how financial services were delivered and experienced, AI is poised to support fintechs in reshaping innovation, personalization, and customer expectations. With AI-powered solutions in the mix, it appears the sky is the limit.  

As a result, many organizations are looking to tap into this modern technology and may find themselves re-evaluating and evolving their current solutions to ensure AI is thoughtfully and safely embedded in their core offerings. Simultaneously, new entrants are determined to claim the AI space. These compounding factors make it difficult to shine as an AI leader. As such, while countries may be in the deep trenches of the AI race, another race is occurring in the background – the race for AI thought leadership – and only those equipped with thoughtful and creative PR strategies will emerge on top.   

Ensuring your brand messaging house is in order  

To start, it is imperative for fintech’s to have brand positioning in place. This may require looking internally and establishing a cohesive messaging and branding guide for your AI offering. This ensures that an organization has a central vision and mission that fuels its marketing, sales, and PR efforts. The framework will serve as the North Star across departments, helping to provide consistency and clarity.  

For companies that may already have a messaging book in place, it is advisable to revisit their messaging by conducting periodic reviews every 2 years or more frequently, as needed. Interested in learning more about brand messaging? It’s a topic we explore in depth here: “When to review brand messaging – a practical guide.” 

A story is only as good as its creativity  

You have your messaging in order and may be eager to hit the ground running and engage with the media. However, there are a few considerations to keep in mind. Top tier journalists are often inundated with a daily, sometimes hourly, barrage of pitches, and when it comes to topics of AI, the volume tends to multiply. The high volume of conversations means that cutting through the noise is no easy feat without a compelling narrative.    

Additionally, a common problem we often hear during our discovery phase—term we use for how we explore specific growth goals, what a brand stands for, what sets a brand apart, and how it needs to influence key audiences—is that organizations, regardless of size, are throwing spaghetti at the wall, hoping something, anything will stick when it comes to their PR efforts. This approach is inadvisable at any point, but especially ineffective when dealing with highly saturated topics. The role of PR is to strategically support the telling of your story and messaging, helping to keep your brand top of mind and turn awareness into consideration. The keyword is strategic—meaning every campaign, storyline, or other tactic is informed by intelligent insight into your markets and research into the issues that matter most to your target audience.  

Effective fintech PR and goes way beyond visibility. It requires uncovering the pain points, challenges, and trends within your industry and aligning them with your company’s positioning and messaging. By leveraging a story-driven approach that reflects both market realities and your brand’s unique perspective, PR can craft narratives that are not only compelling but also differentiated in a crowded media landscape. 

At Aspectus, we have developed an approach coined “considered creativity,” which involves finding a narrative informed by original insight, inspiring a targeted audience, and is scalable so that it has a life beyond PR and can be extended to marketing (blog articles, webinar topics, etc.) and sales efforts (white papers, use cases showcasing the narrative at play, etc.) This tactic supports cutting through the noise but also ensures that companies can repurpose assets for a comprehensive approach.  

Considered creative campaigns can support a full-blown multichannel campaign but they can be just as easily executed as an article in the first instance and built upon once they’ve proven their merit in the media. 

The power of striking while the news iron is hot    

Creativity is a significant part of ensuring that the thought leadership tap is constantly flowing, but it is not the only approach. To showcase that you have your ear to the ground on the latest industry movements, businesses will need to stay attuned to emerging trends, such as AI-focused regulatory shifts or major fintech developments, so they can leverage the news for media conversations. This is known as newsjacking, and it is a powerful tactic that should be incorporated into any PR arsenal. It is an art that requires ongoing attention, and equally important, having the right execution in place, which requires agility to act quickly and thoughtfully. As the U.S. continues to advance its regulatory stance on AI, from executive orders to state initiatives, there is plenty of opportunity to bring a business voice to the forefront and provide more clarity and ownership of relevant topics. 

Newsjacking is valuable for helping executives gain meaningful media exposure on widely discussed topics, such as AI. Read more to get a glimpse of our approach to newsjacking. The lesson to be learned here is that if you are not staying on top of the trends and newsjacking, you are missing out on a valuable media moment and a chance to tell your brand’s story.  

From passenger to pilot – the value of internal data to drive insights forward  

When it comes to journalists’ wish lists, data is king. Data storytelling is a compelling tool that fintech’s can wield. With the fintech sector known to handle and store vast amounts of proprietary data, the numbers can be mined to uncover new trends and build narratives that continue to elevate company voices and establish authority with journalists and readers. A win-win opportunity.  

Amplification to drive brand positioning 

Earned media coverage is a piece of the larger puzzle of brand positioning. It is essential to show up at as many relevant audience touchpoints as possible. Consider extending the life and reach of your media wins by repurposing them across owned channels, including social media and company websites. In doing so, organizations are reinforcing credibility in the market and building steppingstones for clients’ and prospects’ trust. 

Ready, set…go with your AI media strategy?   

Fintech has changed the traditional financial services landscape already with its software-as-a-service (SaaS) solutions transforming consumer banking, institutional investing, operations automation, regulatory compliance, payments, and everything in between. Now, strategic storytelling can help them do it again in the AI era. 

Ready to claim your moment in the AI space and enhance your fintech communications? Let’s explore the right approach for you – get in touch today.  

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About the author

Ivy, based in Atlanta, is a trend-forward public relations professional specializing in brand visibility, strategic communication, and media engagement. With a sharp eye on industry trends and client goals, she helps organizations cut through the noise and position themselves effectively in competitive markets.  

Key takeaways 

Why must fintech firms evolve their AI messaging now?

The AI race is intensifying, and fintechs must clearly define their AI vision to stand out in a crowded market.

What makes a successful PR strategy in the AI space?

It combines strategic storytelling, creativity, and alignment with market insights to create compelling, differentiated narratives.

How can fintechs capitalize on real-time events?

Through newsjacking—leveraging current AI or regulatory news to insert their voice into timely media conversations.

Why is internal data so critical for fintech PR?

Proprietary data can be turned into stories and trends, helping fintechs build authority and gain media traction.

How can fintechs maximize media wins?

By amplifying earned media across owned channels like websites and social media to reinforce market credibility.