Patrick Vergara, COO of Norm Ai, recently sat down with Ashley Cheretes, Director of Generative AI at Prudential Financial, and Lilly Raymond, VP, Head of Marketing Strategy, MarTech and Operations, to discuss how Prudential is using Legal & Compliance AI to scale marketing in one of the most highly regulated industries.

Their conversation captured a broader shift that’s underway across financial services. With generative AI multiplying content volume, firms are being pushed to scale the legal & compliance workflows governing that content.

A Legacy of Trust Meets a New Era of Scale

Prudential recently marked its 150th anniversary with an enduring legacy built on trust, dependability, and protection and the belief that everyone is entitled to access to financial security. The continued commitment to this legacy and belief has become the driver behind Prudential’s ongoing AI transformation.

As Ashley described, in an effort to boost speed, productivity, and customer experience, Prudential's Marketing team reinvented their marketing value chain, deploying the latest AI from content creation to measurement. Early results were striking; when Prudential rebuilt one of its landing pages using generative AI, engagement jumped 135%, proving the potential of personalization at scale.

But success introduced a new kind of challenge. Every new campaign triggered a compliance process spanning multiple regulatory frameworks and product lines. “We were generating five to ten times more content than before,” Lilly said. “Our compliance team was at capacity. We needed to scale our review process, not just our creative process.”

For a company that spans insurance, investments, and retirement products, every word of content carries regulatory significance. “Every word matters, and every claim must be supported,” Lilly explained. “You can’t move fast unless you know you’re doing it safely.”

Partnering with Norm Ai

To meet that challenge, Prudential partnered with Norm Ai to ensure compliance could scale with the growing volume of marketing materials.

Norm’s platform translates laws, regulations, and firm policies into machine-executable logic. AI agents review marketing content line by line, flag compliance risks, and recommend policy-aligned alternatives with every comment tied to the specific rule it represents.

“What Norm does for us,” said Ashley, “is surface the right issues before they become bottlenecks. It tells us what matters, why it matters, and how to fix it. That allows our human reviewers to focus their time where their judgment really adds value.”

The partnership began with Prudential’s marketing content most affected by AI. Norm’s Legal Engineers worked alongside Prudential’s compliance team to encode the firm’s policies, product language, and tone directly into the system.

“Norm worked with us to customize the logic for Prudential’s products and regulatory environment. Once calibrated, the accuracy was extraordinary, nearly one hundred percent on the issues that matter most.”

AI Transformation

Marketing teams now run materials through Norm before sending them to compliance. Reviewers use the same platform to conduct final checks with full visibility into why each issue was flagged.

“Submitters (meaning our marketers) can now use Norm to make sure content is in good order before it goes to compliance,” Ashley said. “More review further up the funnel means fewer rejections later.”

“The time we save goes directly back into strategy,” Ashley explained. “Our teams can now focus on understanding the customer and improving the experience instead of getting caught in revision cycles.”

Both leaders emphasized that Norm strengthened human oversight rather than replacing it. “What we found is that the reviewers started to trust it,” Ashley said. “They realized it was protecting their time.”

Lilly agreed: “The accuracy is incredible, almost 100%. That’s what gives reviewers peace of mind”

Beyond efficiency, the system has created a consistent standard across reviewers and campaigns. “Every compliance comment now reflects the same interpretation of policy,” Ashley noted. “It makes sure we’re compliant, consistent, and fast.”

A Model for Responsible AI

For Prudential, Norm Ai has become a model for responsible innovation.

“We can innovate responsibly and move faster while protecting the brand and the customers who depend on us.” - Lilly Raymond

The company continues to expand its use of Norm Ai into advisor communications and digital publishing, building on a foundation that keeps creativity and compliance in balance. By embedding Norm Ai’s logic into its marketing workflows, Prudential has transformed a growing compliance bottleneck into a scalable, governed system of record for AI-era marketing.

“Norm Ai lets us move at the speed of AI without losing the rigor that defines Prudential,” Ashley said. “It’s the foundation that keeps creativity and compliance in balance.