The iQuanti team took the stage at DMFS West 2025 to spotlight the fragmentation of search—and how financial services brands can boost visibility in an AI-driven landscape.
For the third consecutive year, iQuanti participated in Digital Marketing for Financial Services (DMFS) Summit West — a gathering of the industry’s leaders navigating the changing landscape of digital marketing in financial services. This year, our session, “From Keywords to Conversations in the Future of Search,” zeroed in on one of the most crucial shifts shaping marketing strategy today: the rise of generative AI (GenAI) in search.
The session was led by Justin Harris, iQuanti’s VP of SEO, who shared insights on how search is changing from keyword-driven tactics to AI-optimized, conversational experiences — and what that means for financial marketers or digital marketing agencies for financial services looking to stay ahead.
Search Is No Longer Just About Keywords
Search has never been more fragmented. Consumers are now looking for answers across a growing ecosystem of platforms — from Google to YouTube, TikTok, Reddit, LinkedIn, and GenAI platforms such as ChatGPT, Perplexity, among others. Traditional search isn’t dead, but it’s no longer the only game. Discovery is happening everywhere, and visibility across the entire customer journey is now table stakes for financial brands.
AI Is Changing the Rules of Search
User behavior is changing because Google’s AI Overviews, the newly launched AI Mode, and platforms like ChatGPT, Perplexity, and Gemini are increasingly shaping how people search and consume information. People are asking questions conversationally. They’re skimming for answers and often engaging in zero-click interactions. As a result, search engines are rewarding content that’s conversational, contextual, and optimized for generative surfaces.
This calls for a new playbook — one built not just for Search Engine Optimization, but for Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO).
How Financial Brands Can Win in Generative Search
At iQuanti, we’ve been proactively analyzing how financial services brands can increase visibility in AI-generated search results. We studied multiple queries across ChatGPT, Google AIO, and Perplexity to understand what drives brand mentions and citations.
We are using machine learning models to predict citation likelihood — and these insights are now powering how we advise clients on AI-first content strategy.
Why Video is a Power Tool in Conversational AI Search
In this new paradigm, video isn’t just a nice-to-have — it’s a visibility multiplier. It simplifies complex topics, builds trust, and speaks in the language AI models love: natural, human conversation. When paired with transcripts, schema, and Open Graph tags, video becomes a rich source of indexable content primed for AI citation.
What AI Search Means for Financial Marketers
The financial vertical may currently be less impacted by AI Overviews due to YMYL (Your Money, Your Life) considerations, but that’s not a reason to delay. The shift is here — and brands that adapt now will lead.
At iQuanti, we’re helping clients restructure their content, optimize existing assets, and implement scalable strategies to gain share of voice in the AI-first search landscape. Our frameworks are built to future-proof visibility — from traditional SERPs to ChatGPT and beyond.
iQuanti’s Approach to Generative Search for Financial Brands
Search isn’t about matching keywords anymore — it’s about meeting intent, context, and expectations. As generative AI redefines how customers discover and interact with financial brands, the winners will be those who evolve from answering search terms to truly understanding searchers.
Curious about your brand’s search visibility in the world of Generative AI? Let’s talk.
