Den artificiella intelligensens påverkan på värdeskapande i traditionell investeringsrådgivning : En kvalitativ fallstudie av en större svensk rådgivningsaktör inom privat förmögenhets- och kapitalförvaltning

Sammanfattning

The rapid development of artificial intelligence (AI) has the potential to drastically change markets and value propositions. In the market for financial advisory, AI-tools can be used to automate analysis, yielding faster and more accurate financial risk analyses, prognoses and recommendations. While previous research has largely focused on AI-driven investment analysis and technological performance, less attention has been paid to how AI affects the value-creating activities in traditional relationship-based financial advice services. The aim of the study is to understand how value is created in traditional investment advisory services, and how this is affected by the use of AI in analytical and advisory work. The study is based on a qualitative case study of a Swedish investment advisory firm, drawing on semi-structured interviews with advisors, analysts and individuals in managerial or AI-related roles. The findings show that value creation in investment advisory services is not based on analysis creation alone, but on how that knowledge is interpreted, contextualized and communicated in relation to the customers’ situation. AI can contribute to value creation by improving efficiency but may further shift the basis of value creation from producing analysis to making it relevant and trustworthy for the customer. The study concludes that AI should be understood as a supporting resource rather than an independent source of value. Its contribution depends on how it is integrated into advisory practices without weakening the relational value, trust and human judgment that distinguish traditional investment advisory services.