TD Ameritrade Beefs Up Personalization With AI

The company launched an AI-powered tool this month that sends investors personalized emails, including tailored educational resources, based on their clicks on the TD Ameritrade website, their customer profile and their investor portfolio. Before, investors would get generic marketing emails that would often be unrelated to their particular investment strategy, Mr. Sankaran said. The tool was created by a team of eight AI experts at the company. Building AI tools in house is preferable to working with a vendor because they need to be customized specifically for the financial sector, Mr. Sankaran said. The same AI engine also identifies news articles from outside sources that might make a particular company's stock price move up or down and affect a TD Ameritrade investor's portfolio.