AI is already inside retail finance

There is a version of the AI-in-finance story that is almost entirely reassuring. Algorithms that make markets more accessible. Platforms that give ordinary investors tools once reserved for institutions. Personalisation that, at its best, helps people understand what they are doing and why.

That version is real. And it points to the more interesting question: not what AI can do in financial services, but what firms choose to design it to do....