Not all AI speaks the language of finance

Artificial intelligence is often positioned as a universal solution, capable of adapting to any industry. FactSet challenges that assumption by acknowledging what financial professionals already know: generic AI tools struggle with specialized terminology, context, and nuance.

In an industry where precision is essential, even small misunderstandings can lead to incorrect insights. FactSet uses this reality as the foundation of its campaign, reframing AI not as a novelty, but as a tool that must be purpose-built to be reliable.

Turning AI mistakes into the creative idea

Created by VSA Partners, the campaign uses AI-generated visuals that intentionally misinterpret financial language. One execution shows business professionals examining a literal garden hedge inside an office when referencing the term “hedge.” Another depicts a “bear market” as bears pushing shopping carts through a supermarket.

These exaggerated visuals are humorous, but they highlight a serious issue. When AI lacks industry-specific understanding, its outputs can quickly become misleading or wrong.

A metacommentary enterprise audiences recognize instantly

The strength of the campaign lies in its honesty. Enterprise buyers have all experienced moments when AI-driven insights feel off or irrelevant. FactSet mirrors that frustration, turning it into a shared moment of recognition.

The ads work because they reflect a real problem. They don’t exaggerate AI’s failures; they illustrate them in a way that feels familiar and credible to financial decision-makers.

Competing on trust, not technical features

Instead of highlighting specs or performance claims, FactSet positions itself around values. The campaign emphasizes the importance of transparent, traceable, and responsible AI built specifically for finance.

This approach differentiates FactSet from generic AI solutions. It makes the case that in financial services, trust and fluency matter more than hype.

Subway OOH built for decision-makers

The campaign is rolling out across New York’s subway system, saturating the financial district where enterprise leaders commute daily. The choice of out-of-home media reinforces credibility and scale while ensuring repeated exposure among the right audience.

In a market crowded with AI promises, FactSet’s campaign proves that the most effective message is sometimes the simplest one: understanding the business still matters.