Consumers are shifting from traditional search engines to AI tools like ChatGPT and Gemini, which is fundamentally changing how financial products appear and get evaluated.

Amber Buker, Chief Research Officer at Travillian, reconnects with Alana Levine, Chief Revenue Officer at Fintel Connect, to explore one of the biggest shifts uncovered in Fintel Connect’s annual survey: the rise of consumers using Large Language Models like ChatGPT and Gemini to research financial products. This move away from traditional search engines is already reshaping affiliate marketing, prompting Fintel Connect to examine how different AI models source recommendations and how financial institutions can stay visible in a growing no-click environment.