Today we catch up with Samantha Russell, Chief Evangelist at FMG, to talk about how AI is reshaping the way people search for financial advice—and what that means for advisors. With most Google searches now ending in AI summaries instead of clicks, and more people turning to tools like ChatGPT and Perplexity, visibility strategies have to change. Samantha breaks it down: focus on real reviews, build credibility through third-party mentions, and format content in a natural, Q&A style that AI can easily surface.

Samantha also shares how advisors can use AI to save time without sounding generic—or getting flagged for compliance. Instead of relying on AI to write full posts, she suggests using it for outlines, headlines, and brainstorming. FMG’s new AI tools are built with compliance in mind and adapt to each advisor’s voice over time. Her advice? Don’t wait—lean in now, and let AI work for you.

Resources: FMG

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