Using AI to Find Investing Stories with Perscient Co-Founder Ben Hunt - Masters in Business Recap

Podcast: Masters in Business

Published: 2026-01-09

Duration: 1 hr 40 min

Guests: Ben Hunt

Summary

Ben Hunt, co-founder of Perscient, discusses how AI and narrative theory are revolutionizing investment strategies by identifying market-moving stories. He explains the importance of narratives in finance and how AI can track these to provide valuable insights.

What Happened

Ben Hunt, co-founder of Perscient, delves into his journey from academia to finance, citing his fascination with narrative theory as a key driver. He explains that markets are influenced not just by numbers, but by the stories and narratives that shape perceptions and behaviors. Hunt's interest in financial narratives was particularly piqued by the Federal Reserve's communication strategies post-Great Recession, highlighting Ben Bernanke's use of 'forward guidance' as a turning point.

Hunt reveals how Perscient utilizes AI to sift through global publications, identifying emerging narratives that could influence market movements. The company processes over 200 billion tokens to detect these narratives, allowing investors to capitalize on previously unnoticed opportunities during the discovery phase of trades.

He underscores the role of media and technology in amplifying narratives, which has shifted the focus from just financial data to the stories that CEOs tell to boost company valuations. Hunt observes that while the core of many investment narratives remains constant, the platforms and methods of storytelling have evolved significantly.

Discussing AI's role in narrative analysis, Hunt emphasizes the necessity of 'context engineering' to prevent AI from 'hallucinating' and ensure it acts as a precise linguistic calculator. This involves directing AI with human oversight to accurately map and measure market narratives in real time.

Hunt also touches on geopolitical narratives, such as the shifting perceptions of immigration in the U.S. and the impact of 'America First' policies on global economic growth and trade. He notes that narratives around gold and treasuries have shifted, with these assets no longer viewed as the ultimate safe havens.

In the broader geopolitical context, Hunt discusses the narrative violence in U.S. politics and the implications of the 'End of Pax Americana.' He highlights how countries are repatriating assets away from the U.S., slowly altering the global economic landscape.

Finally, Hunt offers advice to recent grads on building intellectual capital before diving into the investment world and emphasizes the importance of focusing on investment processes over seeking definitive answers. His insights are grounded in a deep understanding of narrative theory and its application in modern finance.

Key Insights