"These internal AI agents function as "always-on digital teammates" for the company's branches, she said. Their capabilities include things like monitoring workflows, pulling and automatically summarizing information, drafting content, generating recommendations and initiating next steps."
"We take this approach because current AI tools cannot yet deliver the nuance, emotional clarity, and sense of humanity our brand requires," Widhani said."
"I'm not certain whether that happens or not, but you've got to set really high ambitions on these things because I do think AI is an adoption journey," she said."
Edward Jones is testing agentic AI through multi-year pilots with major AI companies to enhance marketing efficiency. These AI agents function as digital teammates for branches, handling workflow monitoring, information summarization, content drafting, recommendations, and task initiation. However, the company maintains human control, requiring employees to refine and finalize AI-generated work before deployment. Chief Brand Officer Hema Widhani emphasizes that current AI tools lack the nuance, emotional clarity, and humanity Edward Jones's brand requires. The company aims to make its marketing organization AI-enabled by year-end while taking a cautious, measured approach typical of the broader financial services industry toward agentic AI adoption.
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