从信息推送到决策赋能，AI时代券商投顾价值重估

Core Insights - The brokerage industry is undergoing profound changes driven by two main factors: the upgrading of investor demands for personalized and real-time decision-making support, and the rapid development of artificial intelligence technology reshaping business models and service ecosystems [1][2] Investor Demand and Advisory Upgrade - Since 2025, investors have demanded a comprehensive upgrade in brokerage advisory services, focusing on product selection, service content, and overall service experience [2] - There is a significant increase in diversified and global asset allocation needs, with clients shifting attention to commodities, alternative assets, and overseas markets due to low interest rates [2] - Investors now seek full-process investment support, requiring not just products but also professional advice and continuous service, especially during market volatility [2] AI Application in Brokerage - The application of AI in the brokerage industry has transitioned from tool assistance to business restructuring [3] - By 2025, AI competition in wealth management will focus on three core areas: building an "intelligent agent" driven service matrix, providing deep personalized decision-making based on user data, and creating an integrated service loop that combines AI understanding, human-machine collaboration, and intelligent execution [3][6] - For instance, Guotai Junan Securities launched a new AI-driven app that redefines customer service models and enhances the investment journey through innovative features [3] Differentiation in AI Advisory - Despite double-digit growth in AI tool users among brokerages, the industry faces challenges of homogenization in AI advisory services [5] - The core issue lies in the lack of significant differentiation in underlying technology, data sources, investment strategies, and final output portfolios [5] - True differentiation is not just about the presence of features but also about ease of use, interaction experience, and precision of data services [5] Talent and Workflow Transformation - The core of brokerage business transformation is talent, necessitating skill upgrades and redefinition of traditional advisory roles [6] - Brokerages are focusing on enhancing the rigor and accuracy of AI advisory tools through extensive training and integration with financial investment models [6] - The advisory team is evolving into three roles: AI strategy trainers, human-machine collaboration designers, and complex client relationship managers, balancing technical and humanistic solutions [7]