AI Emerges as Essential Tool for Retail Investors, Says eToro CEO

Feb 18, 2026, 2:38 AM
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Artificial intelligence (AI) is rapidly transforming the investment landscape, with eToro's CEO Yoni Assia stating that it is becoming an essential tool for retail investors. Recent survey data reveals that about 40% of US retail investors are either currently using or are open to using AI tools to guide their investment decisions.
Younger investors, in particular, are leading the charge in embracing AI technology. The eToro survey indicates that 69% of investors aged 35 to 44 are willing to trust AI tools, such as ChatGPT, for stock selection and trade execution. In contrast, only 35% of those over 55 expressed similar openness to AI technologies.
Despite the enthusiasm for AI as an investment tool, there is a notable hesitance regarding investments in AI stocks themselves. Only 11% of surveyed investors plan to increase their investments in AI-related stocks, despite a significant surge in AI stock performance, including companies like Nvidia, which has seen a year-to-date gain of 188%.
The potential of AI in wealth management is underscored by the observation that 34% of respondents believe that a chatbot could outperform a human fund manager in picking investments. This sentiment reflects a growing confidence in AI's capability to handle investment decisions traditionally managed by humans.
As investment firms adapt to these technological advancements, experts anticipate that AI will streamline operations and enhance personalized investment strategies. Carl Robertson, Global Chief Marketing Officer at FNZ, notes that AI and machine learning are critical for creating hyper-personalized wealth management services tailored to individual investors' needs and objectives.
The integration of AI into the wealth management sector is not merely about replacing human advisors but enhancing their capabilities. Assia highlights that AI can eliminate inefficiencies in investing, allowing human advisors to focus on building relationships with clients. This aligns with the trend towards using AI for administrative tasks, freeing up more time for personal interactions with investors.
Investment firms are urged to lay the groundwork for digital transformation, especially as the demand for AI-enhanced services grows. This includes adopting modern, digital platforms that can leverage AI and machine learning to optimize client engagement and operational efficiency. The expectation is that as these technologies evolve, they will become integral to the investment process, providing insights and analysis that were previously unattainable.
The trend towards AI in investing is also mirrored in the broader financial landscape, where firms are beginning to explore the applications of generative AI to enhance client experiences. Assia mentions that eToro is already experimenting with generative AI to improve its services, including its customer support operations and investment recommendations, despite the need for careful implementation to ensure ethical considerations are met.
Looking ahead, the role of AI in wealth management is likely to expand. With the potential to enhance both the efficiency of investment processes and the quality of client interactions, AI is poised to reshape the future of retail investing. However, the implementation of these technologies must be accompanied by appropriate governance and ethical standards to protect investor interests and maintain trust in the financial system.
In summary, the integration of AI into retail investing is not only enhancing the capabilities of individual investors but also transforming the wealth management industry. As retail investors increasingly turn to AI for guidance, firms must adapt and innovate to meet this growing demand while ensuring that human relationships remain at the forefront of investment strategies.

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