Why Edward Jones’ agentic AI trial comes with limits

Edward Jones is beginning to test agentic AI to make its marketing more efficient. The financial institution has recently entered into a handful of multi-year pilots with multiple AI companies, but is hesitant to commit long-term before seeing results. It’s a quiet, measured approach that speaks to a larger industry trend: agentic AI is still in its probationary period.

Within the last few months, Edward Jones has launched pilots spanning both generative and agentic AI with “very large industry players,” according to Hema Widhani, chief brand, experience and marketing officer at Edward Jones. Widhani declined to name the specific AI partners. 

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.

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