eToro, a social-investing fintech, is embracing generative AI to revolutionize processes in Wall Street and enhance the customer experience. Generative AI, a subset of AI that uses large language models to create new content, has gained significant attention since the introduction of ChatGPT in November 2022. With its ability to ingest vast amounts of information and generate diverse outputs such as screenplays, recipes, and more, generative AI has attracted the finance industry’s interest in leveraging its potential.
eToro, known for its CopyTrader product that allows users to view and replicate others’ investing strategies, is exploring how generative AI can be incorporated into its social feed. This integration aims to provide users with more advanced and creative capabilities, such as combining portfolios from different users or analyzing the prevalence of large bitcoin positions among the user base. While eToro did not disclose the number of investors currently utilizing CopyTrader, it is actively exploring the implementation of generative AI to enhance user engagement.
Not only will eToro leverage generative AI for customer-facing products, but it also plans to deploy the technology within its marketing and compliance departments. In marketing, eToro is testing the use of AI to automate translations of marketing materials into different languages. Considering eToro operates in 100 markets, this automation will significantly streamline the expensive and complex manual translation process. Additionally, in compliance, eToro aims to present important disclosures in a more engaging manner. By leveraging generative AI, eToro hopes to transform these typically dry and monotonous disclosures into compelling content that adheres to regulatory requirements, such as making them sound poetic or professorial.
However, while eToro recognizes the immense opportunities offered by generative AI, it also acknowledges the associated risks. The CEO of eToro’s US division, Lule Demmissie, emphasizes the importance of setting up proper guardrails with this technology as it becomes more autonomous. Mitigating risks will require a mindset shift and ensuring diverse perspectives are involved in shaping generative AI’s outputs. Demmissie mentions the moral hazards and biases that can emerge from generative AI, highlighting the importance of cultural inclusivity to avoid leaving any users behind.
eToro states that although it is still evaluating which generative AI applications to pursue, it is committed to navigating the advantages and potential challenges associated with this technology. By embracing generative AI, eToro aims to optimize internal processes, enhance the customer experience, and create a more inclusive and engaging environment for all involved.
In summary, eToro is harnessing generative AI to transform Wall Street processes and improve the user experience. By incorporating this technology into its social feed, marketing, and compliance departments, eToro aims to revolutionize internal operations and engage its global user base effectively. While the company acknowledges the risks and challenges associated with generative AI, it remains committed to striking a balance and ensuring that all users are included in the decision-making process, both culturally and ethically. Through innovation and inclusivity, eToro seeks to maximize the potential of generative AI in the financial industry.
