ATLANTA — Emory University’s Goizueta Business School has launched a new research center focused on the growing role of artificial intelligence in the financial industry.

The Center for AI in Finance will examine how the technology can influence financial decisions, support businesses and prepare students for careers in the industry.

The center has already funded several research projects, including studies exploring how AI can improve financial marketing and ways to reduce the risk of AI being used to manipulate financial markets and harm investors.

Center Director Tucker Balch says the technology is changing the responsibilities of finance professionals and the skills they need.

“We’re looking to integrate with industry, our local industry in the Atlanta area, also education; so we’re teaching our students how to be prepared to use AI as they go out into the market,” Balch said.

While artificial intelligence continues to expand across industries, Balch says human judgment remains important when it comes to investment strategies.

“We’re discovering that humans are actually good at it, and that computers are not bringing a whole lot more to the investing table; where we find AI helps is at the margins, whether there’s new ideas in finance, and how we can help our customers,” Balch said.

The center also plans to host a conference next spring, bringing together researchers, business leaders and policymakers to discuss the intersection of artificial intelligence and finance.

WSB Radio’s Ashley Simmons & Veronica Waters contributed to this story.