TLDR: A recent study by Broadridge Financial Solutions Inc. indicates a significant increase in generative artificial intelligence (GenAI) adoption among asset managers, with over three in five now utilizing the technology, up from 40% last year. Firms are making substantial investments in GenAI, primarily for cost reduction, operational efficiency, and enhancing customer and employee experiences.
Generative artificial intelligence (GenAI) is rapidly transforming the asset management landscape, with a new study from financial technology company Broadridge Financial Solutions Inc. highlighting a substantial surge in its adoption. The study, published on September 10, 2025, reveals that an average of more than three in five (63%) of 175 surveyed asset managers are now leveraging GenAI, a notable increase from just 40% in the previous year.
The findings underscore GenAI’s growing priority within the financial sector, with 72% of surveyed financial firms reporting ‘moderate to large’ investments in the technology, also up from 40% last year. This indicates a clear shift from exploratory phases to accelerated implementation across the industry.
Asset managers are deploying GenAI in various capacities to drive value. Approximately 47% of respondents are utilizing AI chatbots to enhance customer service, while 43% are employing AI to improve marketing and external communications. Overall, 26% of firms reported using GenAI models to elevate the client experience.
The primary motivations behind GenAI adoption are multifaceted. The most frequently cited reasons include cost reduction and greater operational efficiency, shared by 29% of respondents. Improving customer experience closely follows at 28%, with enhancing employee experience cited by 19% of participants.
Broadridge’s broader survey, which encompassed 509 global financial technology and operations leaders, found that over two-thirds of all respondent firms were using GenAI. A significant majority of these GenAI users, more than two-thirds, anticipate a return on their investment within two years, with a promising 35% expecting ROI within just six months.
Despite the rapid adoption, some firms remain hesitant. Among those that have not yet embraced GenAI, 57% expressed a desire for the technology to mature further, 45% harbored doubts regarding its return on investment, and 24% cited insufficient budget as a barrier.
Challenges in customer experience also highlight areas where GenAI could offer solutions. More than half (52%) of respondents identified the ability to personalize content as their biggest customer experience hurdle. Furthermore, 59% expressed concerns about improving personalized client engagement due to siloed departments, data, and technology. This is exemplified by the fact that 57% of firms still send print communications to clients who have opted out, even for straightforward choices like going paperless.
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These insights from the Broadridge study emphasize GenAI’s pivotal role in the future of asset management, driving efficiency, enhancing client interactions, and reshaping operational strategies across the financial industry.
