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UBS has positioned AI as a core part of its technology and innovation agenda. In April 2025, Lila Tretikov (formerly of Microsoft and the Wikimedia Foundation) joined the board, strengthening governance oversight over its digital agenda. Starting in early 2025, UBS began creating realistic digital avatars of its analysts to deliver research insights via video. This innovation addresses two needs: client demand for multimedia content and analyst efficiency. UBS produces around 50,000 research documents per year, but traditionally, only 1,000 were converted to video due to limited studio time. With the automated avatar approach, UBS aims to scale up to 5,000 videos annually.  

Operational investments emphasize secure data platforms and controlled model usage. In 2024, UBS launched an internal initiative called AI Kettle, a global program designed as a sandbox and competition to accelerate AI learning across the firm. In parallel with such programs, UBS has been hiring selectively in AI and data roles and partnering with tech providers (like Microsoft for Azure/OpenAI services) to infuse the organization with cutting-edge knowledge.