Case Study: Adoption of Generative AI in Wealth Management at Morgan Stanley


Morgan Stanley, a leading global financial services firm, has embarked on the journey of integrating generative AI into their business operations. The firm is focusing particularly on its wealth management sector, piloting an AI platform currently used by more than 900 advisors and planning a wider rollout in the third quarter.

Key Observations

  1. Morgan Stanley’s AI tool, developed through OpenAI, allows users to access, process, and synthesize extensive content from the firm’s research.
  2. Morgan Stanley Co-President Andy Saperstein believes that embracing AI tools is critical for organizations to remain competitive. He is convinced that AI will redefine how advisors work and interact with clients.
  3. The firm plans to appoint a new head of wealth management for its AI and Machine Learning Platform, reflecting the high strategic importance of AI in its future operations.
  4. As AI and machine learning take root in the financial sector, other industry players, such as JPMorgan Chase & Co. and Raymond James Financial, are also integrating similar technologies into their operations.

Deep Dive: Generative AI at Morgan Stanley


Morgan Stanley launched its AI tool in partnership with OpenAI, touting it as the wealth industry’s first integration of the OpenAI product. This platform allows users to access and process vast content from Morgan Stanley’s own research, covering companies, sectors, asset classes, capital markets, and geographies.


The AI tool was piloted with more than 900 advisors, approximately 6% of the company’s roster. The goal is to roll out the tool to all 15,000+ advisors in the third quarter. The advisors will use the platform to ask questions and process vast amounts of data, with answers delivered in an easy-to-understand format.

Ahead of its broader rollout, Morgan Stanley has advertised a job opening for a new head of wealth management for its AI and Machine Learning Platform, demonstrating a significant commitment to these technologies.


While the firm has not yet shared specific results from the AI tool’s implementation, Co-President Andy Saperstein has expressed strong confidence in the transformative power of AI. He believes it will change the way advisors work, access intellectual capital, and serve clients.

Challenges and Barriers

The integration of AI tools also comes with certain risks and challenges:

  1. Risk management and data security: Ensuring the data’s integrity, security, and protection is a paramount concern, as the AI platform comprises both vendor and homegrown applications and data stores.
  2. Erroneous responses: There are concerns about generative AI generating fraudulent or erroneous responses, known as AI “hallucinations.” This issue requires robust safeguards, developed in collaboration with legal, risk, and compliance teams.

Future Outlook

Morgan Stanley’s bet on AI is part of a broader trend in the wealth management sector. Mary Callahan Erdoes, the CEO of JPMorgan Chase & Co.’s Asset & Wealth Management division, has referred to AI as the “holy grail” of asset management.


As Morgan Stanley prepares to roll out its AI tool to its entire advisor roster, the firm is betting heavily on the transformative potential of AI in the wealth management sector. While the initiative is not without its risks, the firm’s proactive approach to implementing AI offers a valuable case study of technological innovation within the financial services industry.

Morgan Stanley to Roll Out AI Software to All Brokers in Third Quarter

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