FactSet (NYSE:FDS | NASDAQ:FDS) has unveiled “Fluent in Finance,” a brand campaign designed to pinpoint the weaknesses in “off-the-shelf” AI solutions, underscoring the importance of human expertise, and encouraging enterprise leaders to demand better.
Created by agency VSA Partners, the campaign includes a package of spots directed by the Docter Twins (Matt and Jason Docter) of production house Thinking Machine. (The Docter Twins are alums of SHOOT’s 2008 New Directors Showcase.) The videos use humor to illustrate the disconnect between general-purpose AI and the specialized needs of finance. In this spot an AI “assistant”–played by a well-meaning but off-kilter, malfunctioning gent–misinterprets the phrase “big fish.”
Unlike generic AI solutions, FactSet’s approach is built on a foundation of more than 47 years of financial data expertise, industry-leading content, and deep understanding of institutional investment workflows. The company’s AI solutions are purpose-built for finance professionals, trained on domain-specific data, and designed with the transparency, traceability, and reliability that the industry demands.
Kim Mickenberg, partner, campaign design at VSA Partners, said, “By using a familiar reference–an AI assistant–to show the limits of generic AI solutions, we’re able to tap into the zeitgeist and make a clear point: Technology alone can only do so much. Ultimately, it’s the human expertise behind it that makes all the difference.”