For decades, it was enough to look into the manager’s eyes, or recognize the voice on the phone to believe that this was the right narrative about his money. Confidence was due to the continuous relationship, reinforced by “embedded” tariffs that the customer only discovered much later. This hegemony began to crack when the first digital wave empowered Brazilian investors to change the bank’s table through computer screens.
The most visible showcase of this rupture was XP: by connecting more from self -employed investments and accumulating R $ 1.3 trillion In assets in custody until the 1st TRI/25, the platform transformed the independent advisor to counterweight the banking promise of “better profitability”. These professionals-many former banks-began to translate the product shelf to the ordinary investor just when savings was no longer enough.
While the banks still explained the CDI, and the finfluencers, that is, financial influencers, on YouTube and Instagram, were already guiding the conversation about Crypto, BDRs and Treasury. One of the B3 quoted by the CVM shows that 75% of the Brazilians took the first step in the market taking into account influencers content. In the US, the fine has identified that from generation Z uses directly “influencers” as a regular source of financial learning.
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Now a third voice enters the conversation: Artificial Intelligence. According to Retail Investor Survey 2025 da Betterment, 53% Investors already use Generative AI at least once a month to investigate assets, although they only trust it to make the final decision. The reason appears in: 65% They prefer to keep a human at the wheel of finance, even if the machine promises larger returns. The most desired combination becomes “going to the draft, people to the OK-FINAL”. In other words, the algorithm became a wallet curator. In Brazil, the most asked question on the theme “Investment Advisor” at ChatgPT is: “Is my advisor right”? The platform has gained “exempt” status by investors.
This triad – banks, influencers/advisors and IA – can cooperate virtuously. AI summarizes 40 pages reports on three lines; The influencer translates jargon into the public accent; Advisor validates strategy, risk and allocation before the purchase order. Everyone wins if the transparency chain is clear and signed below.
The problem is that it was able to optimize assets also falsify high definition faces. Deepfake attacks on companies grew between 2022 and 2023, with losses that already exceed US $ 200 million Only in the 1st TRI/25. If an investor already has difficulty differentiating honest analysis from “publi” advisor In the live video is real or pixel. Now imagine if it’s an influencer from Ai, victim of a Deepfake. Who recognizes?
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Another clipping shows that of the Millennials and Gen Z would have to deliver the entire wallet to a botalmost triple the proportion between boomers. Climbing already pressures regulators: AI ACT’s “high risk” algorithmic scoring and scoring scoring, in force since August 1, 2024, with fines of up to 7% of global revenues; In Brazil, the Senate approved on December 10, 2024 creates a similar classification system and is still under analysis in the House.
There is no shortage of studies and regulators trying to fill this vacuum. The CVM in a public hearing a self -regulation proposal that requires that Finfluencers reveal bonds paid with supervised institutions. Outside, the iosco in May/25 a set of good practices which recommend, among other measures, standardized disclaimers and vigilance of conflicts of real -time interest. The platforms themselves run to close the siege: the youtube in July 15, 2025 Its monetization rules to punish “inactic” content generated by AI, while Tiktok that Branded Finance Content is labeled and filed in a public library since July 1st.
The wire that sews all these layers remains the same scarce commodity as always: trust. Traditional banks still hold it in the customer’s affective memory; influencers and advisors conquered it by language and agility; AI needs to deserve it with algorithmic transparency. Currently, platforms like chatgpt enjoy exemption perception by most users, but exempt, are not. Anyone who can orchestrate these voices, delivering machine speed, feed clarity and fiduciary responsibility, will probably dictate the world’s next narrative of investment.
