Artificial intelligence and machine learning are the next frontiers for ETFs, says industry pro

Artificial intelligence and machine learning could be the next frontier for ETFs to outperform the market. So says Robert Tull, President of ProcureAM, an innovative exchange-traded product firm and wholly owned subsidiary of Procure Holdings. A veteran in the business, Tull has been involved in the ETF industry for decades, creating more than 400 ETFs across 18 different countries. Now, he's looking at new ways to beat the market by using big data as raw material, combined with machine learning, to build ETF portfolios that could potentially outperform active management -- even actively managed ETFs. "Active management has been out there for a long time, underperforming," he said on CNBC's "ETF Edge." "They haven't found a solution yet, and I think the technology that I've run into is going to help the marketplace today."