Generative search and LLM platforms like Google AI Overviews, Microsoft Copilot, Perplexity, and emerging ChatGPT Search are reshaping how consumers discover financial products. As search shifts from links to conversational answers, paid advertising models, measurement frameworks, and compliance expectations are evolving rapidly, especially for highly regulated BFS brands.  

In today’s complex digital landscape, driving brand consideration while protecting ROI is a balancing act.