FP Markets: AI Is Making Brokers More Efficient — but What About Traders?

AI is being adopted across the financial industry, but its practical value depends on the use case. At Forex Expo Dubai 2026, John Lewis, Chief Marketing Officer at FP Markets, spoke to us about where AI is already delivering measurable benefits for brokers — and where expectations have yet to be backed up by results.

John says the brokerage business has changed over the past few years, both in its use of technology and in its approach to marketing. Where brokers once focused mainly on client acquisition, today there is a growing emphasis on trader retention, automating client engagement and building long-term relationships.

Another important change is the growing role of compliance. Marketing teams need to factor in the requirements of different regulators when planning and running campaigns. When it comes to trader expectations, John highlights trust, safety of funds, fast withdrawals and reliable customer support. For FP Markets, a good reputation and positive client feedback are important indicators of service quality.

The interview also explored the practical use of AI. The company already uses AI to improve the efficiency of its internal processes, including operations and compliance. John believes these tools can significantly increase employee output.

He is more cautious, however, about using AI in trading itself. There is not yet enough evidence that AI-based strategies deliver better results for traders. An objective assessment will require looking at how these strategies actually perform. John also expects younger traders, who have grown up using AI in everyday life, to be at the forefront of its adoption in financial markets.

Watch the interview with FP Markets to hear more about brokers’ changing marketing priorities, client trust and the practical use of AI.