How Barclays Uses Creators to Build Trust in a Regulated Category
Barclays and Iris Americas combined AI-assisted creator selection, transparent storytelling, and repeatable formats to earn trust in financial services.
At the 2026 ANA Creator Marketing Conference, Chris Irwin of Barclays U.S. and Jill Smith of Iris Americas shared how creator-led storytelling — supported by AI tools, transparent proof points, and long-term partnerships — helped Barclays earn trust and drive participation in a highly-regulated category.
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