AMF Study Finds AI Is Now Mainstream in French Financial Markets. What Does It Mean for The industry?
An AMF study shows AI is rapidly becoming standard in the French financial sector, with most firms already using or planning to use it, while regulators focus on how these systems are governed, supervised, and explained to clients.
In early February, the Autorité des Marchés Financiers (AMF) published a comprehensive study showing that artificial intelligence is no longer experimental in the French financial sector. According to the AMF, 90% of supervised financial entities already use AI or plan to do so in the short term, with more than half of AI use cases already in production.
For investment firms, including brokers and trading platforms, the message is clear. AI adoption is accelerating, but regulators are watching closely how these tools are governed, supervised, and explained to clients.
Where Investment Firms Are Using AI Today
The study shows that investment service providers are among the most active adopters of AI. However, most use cases remain internal rather than client-facing.
Typical applications include:
| Automation of internal processes such as reporting, analysis, and documentation |
| Market and regulatory research, including summarising financial news and regulatory publications |
| Compliance and AML monitoring, especially transaction monitoring and anomaly detection |
| Customer support tools like chatbots or virtual assistants, mainly for basic information requests |
Direct AI-driven investment decision-making or client-facing advisory tools remain limited and tightly controlled, with human oversight consistently applied.
What the AMF Is Concerned About
While the AMF recognises efficiency gains, it highlights several structural risks that are particularly relevant for brokers and investment firms:
| Governance and accountability, responsibility for AI outcomes always remains with senior management |
| Data protection and confidentiality, especially when using third-party or cloud-based AI models |
| Governance and accountability, responsibility for AI outcomes always remains with senior management |
| Governance and accountability, responsibility for AI outcomes always remains with senior management |
The AMF notes that many firms rely on off-the-shelf generative AI solutions provided by a small number of global vendors, increasing concentration and third-party risk.
Why This Matters for Brokers and Client-Facing Firms
Even though most AI tools are currently used behind the scenes, the regulatory expectations already apply.
For firms offering execution-only services, CFDs, or digital trading platforms:
- AI tools used in onboarding, client communication, pricing support, or compliance are fully subject to MiFID II conduct rules
- If AI influences client interactions, firms must ensure it does not create misleading impressions or unbalanced information
- Any AI-assisted content provided to clients must be accurate, explainable, and reviewed by humans
The AMF explicitly reminds firms that using AI does not reduce regulatory obligations, including the duty to act in the best interests of clients
Uses reported by retail investors who use AI
What Investment Firms Should Do Now
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