FILE PHOTO: Commodity Futures Trading Commission Chair Gary Gensler testifies at a Senate Banking, Housing and Urban Affairs Committee hearing on Capitol Hill July 30, 2013. REUTERS/Jose Luis Magana (UNITED STATES - Tags: POLITICS BUSINESS)/File Photo
WASHINGTON (Reuters) - The U.S. Securities and Exchange Commission (SEC) will seek input on whether digital customer engagement innovations used by financial firms should be governed by existing rules or may need new ones, commission chair Gary Gensler told Reuters.
While the SEC's thinking on the subject is at an "early stage," its rules may need updating to account for an artificial intelligence-led revolution in predictive analytics, differential marketing and behavioral prompts designed to optimize customer engagement, he said.
Limited time offer:
Just RM5 per month.
