For Investment Management Sales and Marketing, AI Is The Future

ByJulia Cloud,
Brand Contributor.
for Deloitte

BRANDVOICE | Paid Program
Feb 05, 2026, 03:18pm EST

Investment management (IM) firms are navigating a dynamic environment, characterized by rising customer expectations for personalized service and innovative product offerings. As a result, many are seeking new ways to differentiate themselves, deepen client engagement, and maintain a competitive edge.

Using AI to enhance sales and marketing could be the answer IM firms are looking for. With its ability to hyper-personalize and streamline a range of processes, AI can offer sales and marketing professionals transformative potential. From improved sales leads to enhanced customer experience and loyalty, the wide array of applications can make Generative AI (GenAI) a strategic choice for companies deciding where to allocate time and resources.

AI-enhanced sales and marketing

A Deloitte Insights report predicts that GenAI technologies are expected to shape the future of sales and marketing for companies. There are a variety of ways AI can help enhance IM organizations’ sales and marketing approach, including:

• Shifting toward autonomous AI agents: Agentic AI can help automate routine tasks, such as organizing and summarizing customer relationship management meetings, drafting follow-ups, researching draft discussion points, and verifying credentials, freeing up employees to focus on more strategic work. And in sales, AI agents (established with clear guardrails) can help personalize outreach at scale, continuously monitor customer behavior, and use predictive models to identify cross-sell and upsell opportunities.
• Leveraging GenAI across the client journey: IM sales and marketing teams can use AI across the entirety of the client lifecycle, from raising an IM firm’s profile in the market to serving and retaining the clients they have. GenAI can take on such tasks as drafting communications and summarizing interactions to support visibility and lead generation. And by drawing on internal data, Agentic AI can take on more complex tasks such as recommending products, identifying market and regulatory trends, and pinpointing best practices.
• Curating relevant content to help build awareness: Investors are inundated with content at every turn. To cut through the noise, IM firms are exploring how GenAI can help create, automate, and personalize marketing materials to stand out and convert interest into action. Implementing GenAI for awareness not only can increase client engagement but also can allow marketing teams to focus on more high-value campaigns and activities.
• Meeting investors where they are: With more and more investors expecting services structured around their specific needs, sales and marketing professionals can use GenAI to help personalize interactions. This can include analyzing factors such as behavioral, demographic, and engagement data to help sales teams target leads with greater precision. Organizations should take steps to regularly monitor and mitigate any potential risks—such as applying robust data governance, conducting bias audits, and promoting transparency in AI-driven processes—to help drive fair and equitable outcomes for all investors.
• Building and strengthening client relationships: Client-facing teams at IM firms can leverage GenAI during negotiations, using AI tools to analyze current market conditions and future trends to help gain real-time insights, relevant information, recommendations, and support for decision-making. GenAI can also help streamline the customer onboarding process by automating various tasks, such as data collection, verification, compliance checks, and documentation.
• Anticipating needs and offering holistic solutions: As clients across both the institutional and retail intermediary channels consolidate manager relationships, some sales and marketing teams are helping fulfill client needs by offering more tailored content, value-added tools and services, access to specialists and leaders, and other offerings. GenAI can also help anticipate client needs and proactively support sales teams in bringing solutions to the clients before they may even know they need them.

Taking the first steps

As IM firms embark on their AI journey, leaders should first consider a focused, integrated approach that aligns with both strategic objectives and organizational readiness. Early adopters, who are already seeing returns on their investments, can offer valuable lessons learned, including:

• Focus on practical, high-impact use cases that are congruent with business priorities, incremental to the enterprise value, and feasible to implement.
• Take a long-term view on return on investment while also investing in early experimentations.
• Embed sales and marketing into firmwide AI apparatus, to help guide and oversee strategy, implementation, and change management in an integrated manner.
• Enable flexibility and openness to change to help teams adapt and align with the fluid AI and regulatory environment.

A measured approach

While many investment managers have begun exploring AI solutions, some concerns may still be holding them back. In addition to the newness of using AI tools, the changing regulatory environment and cybersecurity are real and important concerns that can slow AI uptake.

To help build a solid foundation for AI adoption, IM firms should source high-quality data, use modern data cloud/hybrid infrastructure, and adopt robust data governance principles. Of course, it may take some time to establish this foundation. But with the AI payoff potentially so significant, empowering your sales and marketing teams with the latest tools technology has to offer can be worth it.

For more on AI in IM sales and marketing, check out Unlocking value: Ways gen AI can transform sales and marketing in investment management and Deloitte Global’s Investment Management practice on Deloitte.com.

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ByJulia Cloud

BRANDVOICE | Paid Program

Global Investment Management Sector Leader | Tax Partner Julia serves as the Global Investment Management sector leader for DTTL. She is responsible for professional services delivered to the private equity, hedge fund, mutual fund, and sovereign wealth industries in matters involving audit, tax, consulting, and advisory services. With nearly 30 years of experience, Julia has served many corporate fiduciaries, family offices, privately held companies, and their owners, addressing both tax planning and reporting matters.