Barclays Moves Marketing Work to India, up to 50 London Roles at Risk

The marketing department of Barclays is getting ready to relocate from London to India. As the bank seeks to reduce expenses and increase its utilisation of artificial intelligence, this change could threaten the employment of as many as fifty people. The in-house advertising business of the British lender will be downsized and outsourced by the end of August.

The London-based content writing team at Barclays will be shutting down as part of the adjustments. From its base in Canary Wharf, the content section of the bank employs about twenty people. A bigger marketing content team in India is likely to take the place of the London positions at Barclays. Automated systems that generate digital copy and advertisements with a higher degree of personalisation will back up the new group. Even though there will be more people on the new team, the bank expects to save money on personnel thanks to cheaper wages.

New Operational Changes at Barclays

Marketing materials, such as promotional content for Barclays' website, will be created with the assistance of artificial intelligence by employees in India. This is all a part of a larger reorganisation in the marketing department of the bank. The plans were initially disclosed to the staff at a meeting held in July of last year. This meeting was attended by approximately 50 employees whose positions were potentially impacted.

With over 30,000 employees spread throughout key cities like New Delhi and Mumbai, Barclays is already well-established in India. For international banks looking to cut expenses without sacrificing size, the country has emerged as a crucial hub.

Barclays on the Spree of Trimming its Workforce

Several members of Barclays' London marketing department were let go or transferred within the company last year. As the transition continues, more contract terminations are anticipated in the months to come. The reorganisation highlights the mounting pressure on big banks to strike a balance between cost control and digital investment.

Not only that, but marketing and communications, which deal directly with customers, are also being transformed by AI tools. A developing pattern in the financial sector is likewise mirrored by the most recent change. Even in corporate positions that have historically been based in London, companies are increasingly using automation tools and offshore teams to streamline support tasks.