In a compliance world that demands precision and transparency, PerformLine understands the importance of balancing innovation with an organization’s specific risk posture. In this episode, we’re joined by Paul Wilmore, Chief Operating Officer, and Bogdan Arsenie, Chief Technology Officer at PerformLine, to explore how the company is thoughtfully deploying AI—without getting caught up in the hype.
Together, Paul and Bogdan break down how PerformLine’s dual approach to AI is empowering compliance teams with transparency, control, and cutting-edge innovation.
We discuss:
- Why PerformLine offers both AI and non-AI systems and how it supports transparency and control
- The value of GenAI in tasks like content classification, document summarization, and layout interpretation
- How PerformLine uses AI to improve efficiency in web crawling and multi-product extraction at scale
- What truly sets PerformLine apart in the AI-first vendor landscape
Show Notes:
- Connect with Paul: https://www.linkedin.com/in/paul-wilmore-6b1646/
- Connect with Bogdan: https://www.linkedin.com/in/bogdanarsenie/
- Connect with Rhonda: https://www.linkedin.com/in/rhonda-mcgill/
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About COMPLY: The Marketing Compliance Podcast
The state of marketing compliance and regulation is evolving faster than ever, especially for those in the consumer finance space. On the COMPLY Podcast, we sit down with the biggest names in marketing, compliance, regulations, and innovation as they share their playbooks to help you take your compliance practice to the next level.
Episode Transcript:
Rhonda:
Hey there COMPLY Podcast listeners, and welcome to this week’s episode. This episode is a conversation between Paul Wilmore, Chief Operating Officer, and Bogdan Arsenie, Chief Technology Officer at PerformLine. They share how the company is using AI in smart, practical ways to support compliance. You’ll hear about PerformLine’s approach to AI, where it’s making a real impact, and how they’re keeping transparency and control front and center. Thanks for listening, and enjoy.
Paul:
Hi, my name’s Paul Wilmore. I’m the Chief Operating Officer here at PerformLine. I’ve been with PerformLine for about three years now. Prior to that, I was the Chief Marketing Officer for Barclays US Consumer Business. While I was there, I was also a very happy client of PerformLine.
Today I’m joined by Bogdan Arsene, our Chief Technology Officer, and we’re here to talk about a really important topic: artificial intelligence.
It’s making all the business headlines right now, and we’re very actively leveraging AI to continue to improve our marketing compliance platform. But it’s also interesting to hear what our clients have to say about it as well. Looking forward to this discussion, Bogdan.
Bogdan:
Absolutely.
Paul:
Let me start off with a question here. PerformLine takes a unique dual approach to offering both AI and non-AI systems. Can you walk us through the reasoning behind that and why it’s so important in the compliance space?
Bogdan:
Yeah, absolutely. So we know that compliance requires absolute transparency and predictability. That’s why our deterministic rules engine keeps decisions clear, auditable, and consistent.
At the same time, the past three years have created an unbelievable opportunity for Gen AI-based solutions that offer us flexibility, interpretation, and efficiency for tasks that are traditionally very manual. But we know not every organization or compliance team is fully comfortable embracing AI-based or model-based solutions.
Our standard product offering has no model use whatsoever except for optical character recognition. The entire platform is available without any model or Gen AI use as part of the service or supporting services. This dual approach means we are able to offer you total control over how and where we apply AI-based solutions—balancing innovation with your exact risk posture and model of risk posture in general.
Paul:
Not all clients are created equal. Some of them are embracing AI very quickly, and others are a little bit more hesitant.
Bogdan:
Yeah, and also I think there’s a difference between desire versus the operational processes required to start accepting AI solutions and being able to understand the risks associated.
Paul:
Yeah. Why is Gen AI such a useful tool for compliance monitoring?
Bogdan:
So, generative AI is excellent at assessing context and how a consumer would visualize and understand marketing language within large, unstructured data sets. This capability makes it extremely valuable for compliance tasks, which often involve precise interpretation and detailed review of source content.
For instance, generative AI allows us to quickly categorize web content and extract structured data from complex visual layouts on web pages and documents, and even summarize lengthy compliance documents. In practical terms, generative AI significantly cuts down manual review effort and provides scalability and consistency—something that’s hard to achieve with human review alone.
Paul:
Clearly an incredibly powerful tool that’s solving a lot of really complex problems. It’s just amazing. I know PerformLine is currently focusing on AI to build products. I know two of the use cases are web crawl classification and multi-product extraction.
Are those two initiatives underway? What challenges do we face with these use cases, and how is Gen AI making a meaningful difference?
Bogdan:
Yeah, so these two processing tasks historically required a lot of human intervention. They were very labor-intensive and prone to inconsistency from human to human review.
Web crawl classification requires reviewing massive amounts of web content at incredible speed. The biggest challenge is the variability, complexity, and sheer scale—millions of URLs. Generative AI helps by quickly interpreting the full context of a webpage, understanding both its structure and the content itself.
It accurately classifies each page, allowing us to consistently match it to the correct compliance rules.
Multi-product data extraction faces similar challenges, especially with pages featuring multiple products and dense, visually complex layouts such as Schumer boxes. Traditional extraction methods struggle to accurately isolate individual product details in the rich marketing content a consumer might see.
Generative AI overcomes this by holistically interpreting the webpage, quickly identifying and extracting accurate structured product information regardless of how complex the layout might be. Layouts constantly change across brands and web pages.
Generative AI doesn’t rely on markups such as HTML or CSS to interpret the webpage—it does it contextually and consistently gets it right. This means compliance data is extracted faster with fewer errors, allowing our reviews to scale efficiently while maintaining high accuracy and consistency.
Paul:
I mean, it’s solving things that you just can’t do manually and at scale.
Bogdan:
The consistency is obviously incredible. From one human to another, there’s always variability, right?
Paul:
Yeah. It’s really taking challenging tasks, breaking them down, and doing them accurately at scale and incredibly quickly.
Bogdan:
Yeah, and when you have the opportunity—like we do—to put it in a deterministic system, it allows us to have the best of both worlds: explainability plus interpretation.
Paul:
Love it. Looking ahead, how do you see AI transforming the way clients interact with PerformLine’s platform?
Bogdan:
Yeah, I think this is the one thing I’m most excited about. Our future roadmap emphasizes transforming user experience on the platform, making it more adept and easier to use.
Tools like our planned Dashboard Assistant will intelligently highlight critical compliance issues, reduce information overload, and accelerate decision-making. This assistant will act as a smart guide, helping users quickly find and act on what’s important.
Also, the intelligent rule creation capabilities we’re piloting now in our operations team will dramatically simplify the creation of effective compliance rules from source content like brand guidelines and UDAP regulations. It will combine industry expertise, historical compliance data, and Gen AI language assistance to make compliance setup easier, more intuitive, and faster to roll out.
In short, Gen AI augmentation will reduce complexity and make compliance work faster, simpler, and far more productive than today.
Paul:
So these tools are really going to help our clients interact with our platform today. That’s awesome.
We’ll end here with one last question, Bogdan: with so much discussion about AI in the market today, what would you say sets PerformLine apart from other vendors who claim to be AI-first?
Bogdan:
Yeah, it’s become a gold rush of AI-based solutions. But the application of generative AI is only as effective as the quality, depth, and scale of the data behind it. That’s the foundation—and it’s often underestimated.
PerformLine is not new to AI. We’ve been incorporating model-based solutions since 2018 in our business intelligence product—well before the recent wave of hype around generative AI. What really sets us apart is the foundation we’ve built over the past 18 years.
We’ve deployed unmatched compliance data infrastructure. We’re not just applying AI to generic inputs—we’re applying it to structured, labeled, high-volume compliance data across every major consumer channel. We have the absolute best-in-class tools for pulling in compliance data: deep web crawling, rich social media integrations across all core networks, and massive email datasets.
While others might be demoing AI with staged inputs that look incredible, we’re incorporating generative AI into our deterministic rules system directly—offering transparency and explainability.
This solves real compliance problems. We’re delivering pragmatic, production-ready AI tools that work on day one because they’re built on everything we’ve already solved in compliance.
And we give you the ability to pick and choose the tools tailored to your risk profile. That’s the difference. It’s not about being AI-first—it’s about being compliance-first and knowing exactly where AI fits into the overall solution to make it stronger and easier to use across your operational network.
Paul:
At the end of the day, there’s no substitute for 18 years of experience.
Bogdan:
Absolutely.
Paul:
As we think about how we make these models smarter—what we build them off of and what we train them on—it’s that data set, that rich data set, that can be applied to many different types of industries. Correct?
Bogdan:
Yeah. We have trillions of compliance observations, and that’s what we’re using to power the innovation we’re rolling out.
Paul:
Yeah, Bogdan, it’s just super exciting how fast this is moving—how this tool is really going to help us build our platform better and help our clients interact with our platform in a more structured, intelligent, and easier way.
I’m super excited to see where all of this is going. Thanks a lot for joining us, Bogdan. Thanks for your insight into the AI world and what PerformLine is doing. I’m really looking forward to giving an update in a couple of months about where our AI journey is going.
Bogdan:
Yeah, we’re incredibly excited. Of the four projects we talked about today, there are a dozen more we’re working on. The next two years are going to be the most exciting in compliance in the past decade.
Paul:
Who would’ve thought compliance would be super exciting? But it is. Thanks a lot for joining us today. Look forward to seeing you in the near future.
Bogdan:
Thank you.
Rhonda:
Thanks for listening to this week’s episode of the COMPLY Podcast! As always for the latest content on all things marketing compliance you can head to performline.com/resources. And for the most up-to-date pieces of industry news, events, and content be sure to follow PerformLine on LinkedIn. Thanks again for listening and we’ll see you next time!
