17:30-22:00 Integrating AI in Financial Services — Cress discusses the role of AI in transforming financial services at H&R Block, particularly through the development of an AI tax assistant. This tool leverages large language models to enhance the efficiency and accuracy of services offered to H&R Block’s clients. Brands should invest in AI technologies to enhance service, improve customer satisfaction, and maintain a competitive edge in their industry.

27:50-32:15 Navigating Brand Transformation — H&R Block implemented a strategic pivot from a traditional tax service provider to a technology-forward, digitally equipped brand. During this change, Jill explains the necessity of maintaining core values like trust and reliability while innovatively meeting modern customer demands. For sustained relevance and growth, brands must continuously evolve and adapt their strategies to align with changing consumer preferences and technological advancements.

39:00-44:25 Innovative Marketing Strategies — Highlighting a unique campaign, Cress shares how H&R Block created a fake reality show called Responsibility Island to engage younger audiences, particularly Gen Z. This creative approach, inspired by the popular series Love Island, not only captured attention but also educated viewers about financial responsibility in an entertaining way. Brands should consider unconventional and engaging marketing strategies to capture the attention of younger demographics.