Google's AI Overviews do not evaluate website copy. They repeat it. A testimonial becomes a fact. A self-described specialty becomes an independent endorsement. The language a firm uses to describe itself is reflected back to searchers as though someone else said it. This is not a flaw in the technology. It is how retrieval works. Large language models synthesise content from indexed pages and present it as a coherent answer. They do not distinguish between a client testimoni

The argument against AI-generated content mistakes the tool for the thinking. A fund manager who arrives at a genuine position, a view on market structure, a critique of how the industry communicates, an observation about what clients actually need, and uses AI to shape and execute that position is not producing artificial content. The intelligence is human. The typing is not. That distinction matters. Good content has always required two things: something worth saying, and t

Most AI-generated content in financial services is not a content strategy. It is the absence of one. Generic market commentary, templated thought leadership, listicles about themes every other firm is also covering, produced at volume and published on a schedule because the calendar said so. The AI did not create that problem. It just made it cheaper to have. The failure mode is specific. A firm feeds a topic into a model with no original position, no specific knowledge, and