Around 82% of brokers said they have used artificial intelligence (AI) tools like ChatGPT or Copilot in the last three months, a survey has found.
Based on a national survey by mortgage network Paradigm, nearly a third said their business’ marketing used AI, while 70% said it did not.
The most common uses of AI for marketing are content creation and ideation at 41%, marketing content production at 23%, marketing design tools at 14%, communication assistance and marketing data analytics at 9% each, and 5% for lead generation.
Paradigm said this suggests AI adoption in marketing is not widespread, but for those who use it, they focus on content and creative tasks.
There is appetite from brokers to learn more about AI, with 87% of respondents wanting to learn more about AI and how it can work for them.
The most common themes brokers wanted to learn about include process efficiency enhancement, marketing strategies, leading and verification processes, customer experience optimisation and AI knowledge development.
Five ways multi-property mortgages can help your buy-to-let clients
Sponsored by Aldermore
Paradigm said this shows there is a “clear need for practical guidance and training across various functions”.
Richard Howes, director of mortgages at Paradigm Mortgage Services, said: “We thank everyone who completed the survey, which gives us great insight into the knowledge within our community around this subject. The fact that people want to know more about AI in all aspects of their business is really encouraging, and they see AI as something to walk towards rather than away from.
“Over the next few months, we’ll be producing information and guidance to help firms market their business using AI and large language models, while also helping them protect themselves from the bad actors who will inevitably seek to exploit this technology. Our goal is to ensure businesses can embrace AI safely, effectively, and profitably.”
Richard Wilson, chief credit and money laundering reporting officer for OSB, said: “As we move into a new era of complexity, the use of technology is both a force for change but also enables bad actors to play more effectively in our markets.
“The key for the broker and lending community is to be attuned to the new AI risks and benefits that stand in front us. Authenticating the information you receive is crucial, as is ensuring the techniques you use to summarise or explain data/information are safe, trusted and understood.”
Karl Griffin, CEO and founder of JammJar, added: “The pace of AI innovation means this isn’t a ‘wait-and-see’ moment for brokers – it’s a fundamental shift. Customer expectations are evolving faster than ever, and the firms that embrace AI will be the ones who scale, attract talent, and deliver standout customer experiences.”
