For our new report, Finding Space in a Crowded Market, JPES analysed more than 1,200 pieces of publicly available investment content from 15 asset managers, published during the first half of 2026.

Five themes dominated the conversation: AI & technology; rates, inflation & macro; emerging markets & China; income, credit & yield; and geopolitics & trade.

The most concentrated was AI & technology, which appeared in 28% of all the content we analysed; but digging deeper into the AI-specific content showed far more nuance in the way that asset managers were choosing to address it.

While some asset managers have been prolific on a wide range of AI themes, others are clearly focused on building a differentiated position by examining AI in distinct ways, such as Credit & Financing; Capex and Infrastructure; or Software disruption.

As the report investigates, a crowded topic doesn’t mean there is no room to differentiate. By focusing content on a more specific investment question, connecting it to actual portfolio decisions and possibly even drawing on expertise across investment teams, firms can offer interesting, even unique, perspectives.

Finding Space in a Crowded Market explores where asset managers are concentrating their content, how firms are approaching the same subjects differently, and what this means for building a more distinctive investment voice.

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