How pension scheme members use generative AI chatbots
Pension schemes are launching GenAI chatbots for their members. Find out what the data tell us about how people use them, and what support they need.
Read the research
Delivering better outcomes
for members
I help clients navigate the intersection of pensions, communication, and artificial intelligence.
About Me
Hello, I'm Thomas.
For the last decade, I've helped trustees, employers, and providers use communication to deliver better outcomes for their members.
While working for Quietroom I led communication strategy, user research, and content design for some of the UK's biggest DB and DC pension schemes. And during my time at the NatWest Group I implemented high stakes changes to DB and DC benefits, managed pension and benefits communications, and designed and delivered an award winning financial wellbeing strategy.
I specialise in AI. I study how it changes the way people find information and make decisions about their pension. And I help clients reach their audience in an AI-first world.
I've worked with clients to improve how their websites and communications perform with AI search, summaries, and assistants. I've also red-teamed pension chatbots, evaluated how computer-using agents handle member portals, and trained pensions professionals to use AI assistants effectively.
Inside Quietroom, I led on AI strategy, evaluated the capabilities of LLMs, built AI-powered tools for the team, delivered training on how to use AI, built and sold new product lines, and reinvented workflows to be AI first.
I'm always keen to share what I've learned, and to hear from other people. If you fancy an AI chat then please do get in touch.
AI Training
For the great majority of people, the ceiling of what's possible with AI assistants is not how good large language models are - it's their ability to use them well.
Working with AI assistants is unlike anything many people have done before. It's a fundamentally different way of working that asks a lot of our ability to experiment, innovate, think critically, delegate, articulate what we're looking for, and turn ambiguous processes into well defined workflows.
I've partnered up with the pensions industry group NextGen to offer free online training on how to use AI assistants like Copilot effectively at work.
Watch the training
Thought Leadership
I test large language models, evaluate the capabilities of AI assistants, and research the ways that AI-powered search, assistants and apps are changing what members need from pension schemes.
Is your website ready for AI agents?
OpenAI's new agent can browse the web and complete tasks for you. Here's what I learned from testing it on the UK's biggest pensions websites.
Read the articleHow AI will change the way people read pension communications
Members are reading AI-generated summaries of communications. What does this mean for the channels you use and the way you write?
Read the articlePodcasts and webinars
I host podcasts and webinars, and appear as a guest on shows across the pensions industry to talk about AI, member engagement, and communications.
Spotify
Scottish Widows
Workplace Pensions Podcast
AI x Workplace Pensions - What can schemes do to improve what members see?
AI is changing how people engage with pensions – whether they’re seeking advice, researching pension schemes, or making workplace decisions. In our latest podcast Robert Cochran is joined by award winning expert Thomas Joy who explains what this means for advisers, employers, and members, and how pension schemes can stay ahead in a fast-moving world.
Listen to episode
Soundcloud
Herbert Smith Freehills
Pensions Podcast
AI and Member Engagement
AI is changing the way members find, consume, and make decisions with information. Nearly half of Google searches now generate an AI overview, and ChatGPT is currently the 6th most visited website in the world - getting more visits a month than Amazon, Linkedin, and Netflix. Listen to our conversation to find out what this means for how pension schemes should communicate with their members.
Listen to episode
Soundcloud
Herbert Smith Freehills
Pensions Podcast
The AI Revolution - Trustees and Providers
Artificial intelligence is upon us, but are schemes ready? Listen to our conversation to find out how trustees and providers are using AI, and what AI means for how they communicate with members.
Listen to episode
Webinar
Broadstone
The Broadcast
AI - A Growing Challenge for Trustees and Providers
AI is quickly reshaping the pensions landscape. This panel discussion explores how trustees and providers can keep up with the pace of change, and what AI means for how they communicate with members.
Watch the replay
YouTube
NatWest Group
The Money Show
Meet the Customer Experience team
At the NatWest Group I created a financial wellbeing podcast called the Money Show. Every fortnight, I spoke to people across the bank to share the great work they're doing to help colleagues and customers make better decisions with money.
Listen to an episodeVideos
I act, film and edit videos, and run webinars.
Delivering writing training
I co-hosted a 10 episode video boxset to train employees at
the UK's biggest wealth manager to create more effective
communications.
Watch the first episode
Promoting employee benefits
I planned, filmed and edited a promotional series to get
influential colleagues across the NatWest Group to share how
they're using their benefits.
Watch the video
Sharing AI insights
I run webinars on how AI is changing user behaviour and what
this means for the way that pension schemes communicate with
members.
Watch a recording