The AI visibility battle in banking happens before anyone mentions a bank. We analyzed 66,740 real banking prompts from ChatGPT, Gemini, Claude, and DeepSeek users across the US and UK to understand how consumers actually use AI for money questions, and what those questions reveal about where marketing budget should go.
What's inside
- Which category dominates the conversation: the everyday money topic that accounts for one in four banking prompts, and why it sits well ahead of the products most marketing teams fund.
- What consumers actually want from the answer: the intent breakdown behind the prompts, and why the overwhelming majority are learning and managing rather than transacting.
- Why a non-buying audience still matters: the high-value opportunity signals hiding inside informational prompts, and the single largest actionable one.
- What really drives the decision: the practical factors consumers ask about most, and the heavily-marketed one that barely registers.
- How to turn it into strategy: what this means for the content banking and finance teams should prioritize to earn visibility and citations in AI Search.
Access the full report for the complete data, or get a Profound demo to see where your brand stands in AI Search today.