Revolutionizing Trader Support and Risk Management: The Impact of AI on MENA Brokers

At iFX Dubai 2025, Jon Light, the head of OTC products at Devexperts, explored the transformative potential of AI in the MENA region. He discussed how brokers can leverage artificial intelligence to enhance operations, including customer support, localization, risk management, and trader selection.

The Impact of AI on Customer Support

One of the most immediate applications of AI is in trader-facing customer support. Devexperts, with its dedicated AI and machine learning division, implements chatbot solutions to provide real-time, 24/7 support for brokers. These chatbots are trained on internal datasets, including past support tickets and CRM records, allowing them to effectively address approximately 70% of trader queries.

In the MENA region, where quick and clear communication is vital, Light emphasizes the need for authentic interactions. “It’s a no-nonsense market in the MENA region. You need to respond quickly and make the experience authentic,” he stated.

Localization Challenges and Solutions

The MENA region’s diverse linguistic landscape presents significant challenges for localization. AI-driven Natural Language Understanding (NLU) empowers brokers to automatically discern a trader’s preferred language and adapt to regional dialects and cultural preferences. This capability allows brokers to tailor their communication, whether formal or informal, ensuring a more personalized experience for traders.

Dynamic Risk Management with AI

AI is revolutionizing risk management by enabling brokers to transition from static to dynamic B-book operations. Instead of making adjustments a few times daily, AI analyzes broker and trader positions, orders, and market volatility in real-time. Light noted, “AI takes into account broker positions, trader positions, orders in the OMS, market volatility, and risk appetite, allowing for more efficient flow management.”

Identifying Manipulative Trading Behavior

Another significant benefit of AI is its ability to detect manipulative trading practices, such as attempts to exploit platform delays. By identifying these anomalies early, brokers can proactively mitigate potential threats. This capability extends to funded trader programs, where AI distinguishes between genuinely skilled traders and those attempting to game the system. Light explained, “We see traders buying two separate challenges and placing opposite trades to rig the system. With AI, we can analyze their trading behavior early on.”

Advice for Smaller Brokers

Light advises smaller brokers to approach AI adoption with caution. While larger firms may have the luxury to experiment, smaller players should concentrate on solving real business problems before investing in AI technology. “Start with a real problem and find the right AI solution for it. Don’t create a problem just because you think you need AI,” he cautioned.

The Future of Algorithmic Trading

Looking ahead, Light highlighted the potential of AI-driven algorithmic trading. As natural language becomes the primary interface for algorithm design, traders will no longer need coding skills to create strategies. “Start with a real problem and find the right AI solution for it,” emphasized Light, reiterating the importance of targeted AI application.

For more insights from Jon Light, read the full story here.

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