• AI is set to enhance trading strategies, but human judgment will remain essential, says Cardalda.
• Trading conditions matter to all traders, but true differentiation comes from localized, multilingual communication that builds stronger connections.
• Exness emphasizes trust and human connection to complement its technological innovation.

As artificial intelligence continues to transform industries worldwide, the trading world is evolving right alongside it. But for Alfonso Cardalda, Chief Marketing Officer (CMO) at Exness, algorithms won’t be the ones defining the future of trading. He says that while AI will help traders in designing smarter strategies and working more efficiently, it won’t replace the intuition and experience that lie at the heart of human decision-making.

Pere Monguió, co-CEO at FXStreet, sits down with Cardalda in Amman, Jordan, to talk about the evolution of trading and the industry in general.

How will AI change trading in the next few years?

I wouldn’t say AI will change trading; the trading ecosystem is built with multiple elements that need to work together. Definitely, any new technology that can be used, not only from an operator's point of view, but also for traders, will generate an impact.

The trading industry is growing very fast, and we are entering a period of consolidation. The big players are growing a lot, while the middle and small players are struggling somewhat.

I believe that artificial intelligence will play a role, but there are other elements that are at least as important or even more.

Will humans still trade, or will algorithms take over?

There will always be humans trading. AI can help traders develop better strategies, but entering and exiting the market still requires human knowledge. You need to learn how to move in and out. So, definitely, it's going to change, but I think that the good trader still has this human element that is not going to change in the future.

How can traders prepare for this new era of AI?

Traders are already adapting. They are quick learners, always looking for tools that improve their Return-on-Investment (ROI). At Exness, we have a massive responsibility to simplify the ecosystem and bring simplicity into the way traders operate. Markets are complex enough not to add more complexity, and AI, potentially, will bring more simplicity.

How does Exness balance innovation with the human touch?

At Exness, we focus on three key elements: product innovation, the human factor and trust. We are a product company: everything that we do is connected to ensure that the consumers, in this case, the traders, have the best platform, the most stable platform, and also the best trading conditions.

The human factor is key, because in recent years, we have been discussing technology and artificial intelligence. However, when you delve into research with consumers, there is always one point in common: the presence of a person behind it. When there is a problem, we can meet you and we can talk to you. This is important because I'm seeing a lot of transition in the way that you talk to the consumers. From a customer support perspective, chatbots and other platforms, along with artificial intelligence, are helping to reduce volume and increase efficiency. But it is not a tool that always makes the client happy, which is why the human element is extremely important.

Another key element in this ecosystem is trust. You need to build trust, and you do that through technology and having a product that people can use, allowing them to withdraw and deposit money quickly. For Exness, it is extremely important to protect our consumers' funds, and we always do.

Why is Exness expanding in the MENA region?

The MENA region is growing 30%-40% year-on-year and will continue to do so until 2028. Trading is global, but it must be localized, and we always want to be close to the consumer. We are a data-driven company, and, for us, it is crucial to understand the needs of the consumer. Why a consumer chooses one brand over another is often connected to what we can offer them.

How do traders change between regions, and how do you adapt your offering to that?

Trading conditions are extremely important for traders, and the value proposition is quite flat across the board; all traders are looking for the same. But the important part is the way you interact with them, how you connect with them. That's why we have people and teams that speak different languages and communicate across different channels. It's not only an exercise of translation, it's an exercise of localizing the content.

How does Exness approach client retention?

It’s very simple, it’s called product. We have a product superiority, that's why our Introducing Brokers stay with us longer than with any other broker. It's just a matter of the quality of our product, our retention is based on the quality of our product. The better experience and trading conditions you have, the more you see how retention increases radically.

What’s next for Exness? Are new verticals like prop trading on the roadmap?

We’re not planning to launch new verticals or reinvent the wheel. Our focus is maintaining a healthy business, protecting our ecosystem, and continuing to deliver quality. We want to continue being very close to the community, to our traders.

We monitor industry trends, but our goal is to keep doing what we do best.