In The scope of investments, the personalization assisted by AI manifested early through the robbo-advisors. These digital platforms use algorithms to automatically build and manage investment portfolios adapted to the individual risk profile, financial objectives and the temporal horizon of each user.
A recent example of the use of these tools is that of Vanguard Digital Advisor, which combines algorithmic investment technology with access to human advice when necessary, democratizing access to the management of sophisticated and personalized portfolios.
The career to monopolize financial personalization (and supremacy) is already in full swing, transforming the global panorama of the sector.
In it Higher step of this dispute are large international bankssuch as JP Morgan Chase, Citibank, BBVA or Santander, which have resources and a vast customer base and historical data. To them are added Pujantes Digital Banks like revolution or cloud, All competing with each other and with technological giants – the so -called big techs– Among which Amazon, Google, Apple and Microsoft stand out, known for their skill in the analysis, use (and monetization) of data, as well as their ability to improve the experience of digital users.
Even without bank licenses or the support of being great technological ones, they also participate in this career to capture customer interest through the use of artificial intelligence tools The calls Fintechssuch as Paypal, Stripe or Block (formerly Square).
To incorporate artificial intelligence into its platforms, Large technology and financial institutions mainly have two ways: develop their own models “As Microsoft’s co -pilot, Google Gemini or Meta calls,” or establish alliances with leading companies in language models and generative.
In the latter case, for example, Bny Mellon, the main custodian bank in the United States, signed a multiannual agreement with OpenAI in February 2025 to integrate models such as Chatgpt Enterprise on its internal platform, while Paypal has opted for a functional integration with Claude, the Anthropic model.
Sometimes, as in the case of JP Morgan Chase These strategies can be combined, integrating internal and external solutions as the case of use That is pursued.
Specific applications
A recent example of individualized approaches in the use of generative the world of financial companies has launched it Anthropic, with a specific tool baptized “Claude for Financial Services”-CFS-, presented in Society on July 15, 2025.
The formation of this platform illustrates the complexities of integrating and structuring the multiplicity of actors that today populate, feed and compete in the world of data and AI. Specifically “Claude for financial services” is based on a collaborative effort that includes various layers.
First and from the point of view of infrastructure CFS has added two of the 3 main service providers of the “cloud”, Amazon (AWS) and Google (Google Cloud). Besides, Incorporates companies dedicated to managing, processing and extracting value of its large -scale data and content like Palantir, Box or Databricks already market information providers as S&P global or Morningstar.
Finally, they are part of the same ecosystem prepared by Anthropic Great consultants such as PWC, KPMG or Deloitte specialized in regulatory compliance and in modernizing and developing the new and powerful AI agents that are gaining space throughout the financial universe.
Among the customers who use this new platform launched by Anthropic There are some of the largest financial companies in the management of funds and insurance on the planet. The manager of the largest sovereign wealth background in the world (NBIM, which manages the Pension Fund of the Government of Norway) that uses this tool to optimize the administration of its investments through AI, and global companies Like AIG, New York Life who use it for personalized insurance subscription.
A fast race, but without a clear compass
This launch is part of a board where no player can fall asleep and where everyone constantly moves their pieces without being very clear how the game will be defined. Microsoft had already launched an application similar to Anthropic called “Copilot for Finance” in 2024 that companies like visa use, while Google It has followed a different strategy by deciding, for now, not to launch a specific platform of financial services, but Integrate its AI, Gemini tool with existing products (Workspace and Search), enabling their API for external developers that create financial tools.
With one Integration and customization vision, Elon Musk also promotes strategic convergence of its artificial intelligence company XAI (through Grok) and its financial services (known as XMoney) to offer custom products through the X platform (formerly Twitter)
To complete the stage, Chinese companies of AI do not fall behind in this career for financial customization. In February of this year Depseek, through its Deepseek-R1 model, made global digital intermediaries such as Tiger Brokers They offer personalized financial services to retail investors, allowing attendees such as TigergPT to analyze the risk profile, investment history and user preferences to generate custom recommendations and explanations in natural language.
For his part, the Chinese giant, Ant International, has developed generative and predictive In its Falcon FX tool, aimed at companies with international operation. On July 18, ANT signed an agreement with Citibank for Genergize personalized coverage strategies to companies with the aim of reducing costs and minimizing exchange risks.
Some conclusions
Various financial regulators As the European Markets and Securities Authority have warned that “despite its innovative potential, IA tools can generate investment recommendations that could be inaccurate or misleading and that can lead to bad investment decisions and important economic losses ”
Under any scenario, extreme customization, enabled by AI, promises to transform our lives deeply. From consumption experiences adapted to our most specific tastes to financial services that dynamically adjust to our economic situation, The AI has the potential to optimize decisions and simplify processes, releasing time and resources that we used to dedicate repetitive tasks or the search for information.
In this sense democratizes access to sophisticated investment strategies Already a quality advice that was previously reserved for high -patrimony investors.
However, This hyper-personalization is not exempt from risks, especially due to absence, in many cases, of a clear regulatory frameworkand to the domain of a few companies that handle a massive proportion of our private information to maximize their profitability.
The security of this information becomes critical, since any data gap could have devastating consequences for the financial and personal life of individuals (and companies).
In addition, by giving more and more data to feed these personalized systems, we expose ourselves to constant surveillance and the subtle manipulation of our decisions, not only in consumption but also in more sensitive areas such as politics or health. The concentration of power in a few companies, which control vast data ecosystems, could lead to information monopolies and an unprecedented power asymmetry between service providers and users.
Concepts like digital gap, informative asymmetries or cognitive sovereignty already They are part of our daily experience and constitute challenges to think and face cooperatively and democratic.
Carlos Weitz. Former president of the National Securities Commission and Technological Finance Professor. University of Buenos Aires.
Source: Ambito
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