Quarterly Outlook
Q4 Outlook for Investors: Diversify like it’s 2025 – don’t fall for déjà vu
Jacob Falkencrone
Global Head of Investment Strategy
Global Head of Investment Strategy
Every generation of investors has lived through a story of dominance. Railroads, oil majors, post-war industrials, dot‑com pioneers: each reshaped the global economy and captured an outsized share of returns. Today, the story centres on a small group of mega‑cap technology companies that define the AI era. They have lifted equity markets, boosted index valuations, and turned innovation into the market’s main growth engine.
The rise of these leaders is not accidental. It reflects how policy, liquidity, and digital scale have converged. But as in every cycle, the balance between concentration and dispersion will eventually shift. Investors who recognise that transition can stay aligned with growth while avoiding the narrow risks that come when market power rests in too few hands.
AI arrived at a moment of extraordinary liquidity and low capital costs. Years of accommodative policy had built an environment where scale was rewarded. The companies best positioned to deploy AI—those with global reach, data, and computing capacity—expanded faster than the market itself.
At the same time, technology became the channel through which much of the world’s productivity gains were realised. The result: a handful of firms accounting for a disproportionate share of global earnings growth. In effect, AI accelerated a pre‑existing concentration trend, turning big tech into infrastructure for the digital economy.
Investors benefited enormously. But as the gap between the largest and the rest widened, diversification within indices quietly diminished. Even balanced portfolios now depend on a few companies whose influence rivals entire sectors.
Technological revolutions rarely begin broadly. The early gains accrue to the firms that combine capital, talent, and distribution. In the industrial age, that meant railways and steel. In the information age, it meant internet platforms. In the AI era, it means semiconductor leaders and cloud providers that control compute and data.
This concentration is part of innovation’s normal rhythm. Capital flows first to proof of concept, the companies proving a new technology can generate profit. Once adoption spreads and competition builds, returns start to normalise. That transition from concentration to diffusion is where the next wave of opportunity forms.
Concentration doesn’t just emerge from technology, it is reinforced by macro conditions.
When any of these conditions reverse, when policy tightens or competition rises, the market’s centre of gravity begins to shift. Recognising that pivot early is a macro investor’s edge.
AI’s long-term economic impact will come from productivity. The first phase of the boom rewarded enablers, the chipmakers and platform providers. The next will depend on how deeply AI raises efficiency across industries.
History suggests that once a general‑purpose technology diffuses, productivity gains broaden while profit concentration narrows. Electricity and the internet followed that path. AI is likely to do the same.
Sustained productivity growth changes everything: wages, inflation, policy responses, and equity leadership. As output per worker rises, margins can expand across sectors, from logistics to healthcare to finance. The market moves from a handful of dominant innovators to a larger set of adopters and integrators. This is the macro foundation of the next diversification cycle.
Leadership will not disappear; it will evolve. The current giants may remain essential, but new winners will emerge in areas where AI meets real‑world constraints: energy, infrastructure, industrial automation, and cybersecurity.
Energy is critical because AI consumes power at unprecedented rates. Infrastructure will matter because data centres, grids, and supply chains must scale to match digital growth. Automation will matter because every productivity cycle ultimately feeds into manufacturing and logistics. And cybersecurity will matter because connected systems multiply vulnerability.
As capital flows into these areas, the market’s leadership will broaden. Investors will no longer rely solely on software platforms for exposure to the AI economy. They’ll find it across sectors that combine digital and physical productivity.
Monitoring these signals helps investors anticipate when concentration may start to unwind.
Long‑term investors can prepare for this evolution without abandoning innovation exposure.
This approach keeps portfolios exposed to innovation while restoring diversification that pure market‑cap weighting has eroded.
AI’s influence reaches beyond markets. As productivity and automation reshape labour demand, fiscal and monetary policy may adapt. Lower inflationary pressure could extend economic cycles. At the same time, energy demand and infrastructure bottlenecks could generate new sources of investment and volatility.
For investors, that means equity leadership will rotate alongside sectoral shifts in growth, pricing power, and capital intensity. Technology will remain central, but its definition will expand—from software to systems, from code to capacity.
This diffusion is healthy. It signals that AI’s economic value is being realised across the global economy, not confined to a handful of platforms.
Every major technological revolution follows a similar arc: concentration, diffusion, maturity. Investors who recognised that arc in earlier eras—moving from railways to industrials, from mainframes to personal computing, from internet pioneers to cloud providers—captured long compounding trends.
The next chapter will look familiar. AI is the enabler, but leadership will shift toward those who integrate it into tangible productivity. The future of diversification lies in owning both the code and the capacity.
The Magnificent 7 remain anchors of global equity markets, but their dominance will not define the entire AI era. Over time, growth will broaden as the technology they champion becomes part of every industry’s toolkit. The same macro forces that built concentration—liquidity, policy, and scale—will eventually fuel dispersion as investment spreads outward.
For investors, the goal is not to predict when leadership changes but to stay positioned for it. A balanced global portfolio rooted in innovation, but diversified by region, sector, and factor, offers the best path to capture AI’s long‑term promise without taking concentrated risk.