The era of one size fits all investing may be ending. In a Bloomberg interview, Public.com Co-CEO Jannick Malling outlined how artificial intelligence is transforming the way retail investors build portfolios in 2026.
The core shift is straightforward: Investors no longer need to settle for pre packaged ETFs. AI now enables anyone to create bespoke indices tailored to their specific investment thesis.
From Binary to Bespoke
Malling highlighted a fundamental change in market structure. Traditionally, investors faced a binary choice between self-directed trading and fully managed portfolios. AI introduces a third path.
With tools like Public’s Generated Assets feature, users can create custom indices using natural language prompts. Examples include queries like “companies that perform well when inflation stays above 3%” or “CEOs who are active on social media.”
More sophisticated combinations are also possible. Investors can request the top quartile of Nasdaq and S&P 500 stocks while excluding companies vulnerable to tariffs. The AI analyzes company filings, market data, and performance metrics to compile a personalized stock list.
The End of Homogeneous Portfolios
Malling pointed to a core inefficiency in traditional investing. Millions of people purchase identical financial products despite having vastly different goals, risk tolerances, and market views.
AI eliminates this constraint. Each investor can now own a portfolio that reflects their unique perspective on the market. This represents what Malling calls a “big, big theme” for 2026.
Axios reported that Public plans to launch an AI-powered wealth manager in early 2026. The tool will automate actions like investing idle cash when balances reach certain thresholds, buying dips in specific securities, and identifying tax-loss harvesting opportunities.
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Real Adoption Numbers
The adoption data suggests this is not theoretical. When Public launched its AI research assistant Alpha, nearly half of all conversations led to a transaction within 24 hours. Users are not just exploring they are acting on AI-generated insights.
Generated Assets launched in May 2025 and has since expanded its capabilities. The tool creates indices containing 10-15 stocks in approximately 30 seconds, with real-time tracking and historical benchmarking against the S&P 500.
The platform allows investing with as little as $0.01 per share, dramatically lowering the barrier to personalized portfolio construction.
Implications for the Industry
The broader implications extend beyond a single platform. If bespoke indices become mainstream, traditional ETF providers face a structural challenge. Why buy a generic thematic ETF when you can create a custom index that precisely matches your investment criteria?
Asset managers may need to compete on execution, tax efficiency, and research quality rather than product design alone. The democratization of index creation shifts power from institutions to individuals.
Malling summarized the trajectory clearly: This is the first step toward a future where AI plays a bigger role in automating and managing investments. The question is no longer whether AI will reshape retail investing but how quickly.
