Edward Frank Morris, once living in poverty, used ChatGPT and AI tools to earn a 30% return during the ARM IPO. Now CEO of Enigmatica, he builds custom AI agents, teaches globally, and champions prompt engineering. He sees AI as a thought partner, proving that with the right mindset and tools, anyone can turn insight into impact.
Edward Frank Morris, the CEO of AI consultancy firm Enigmatica, has become a symbol of how grit, curiosity, and artificial intelligence can change a life—and a balance sheet. In 2023, while global investors scrambled to navigate the complexities of the ARM IPO, Morris quietly posted a stunning 30% return using AI tools like ChatGPT and Gemini. It was a rare feat, triple his usual yield, but not a lucky break. It was the product of a methodical, human-centric approach to AI investing.
“I used ChatGPT to summarize financials, assess risk, and challenge my thinking,” Morris said in an exclusive interview with Gulf News. “It didn’t just support the process—it elevated it.”
What makes Morris’s journey particularly remarkable is where it began. Raised in poverty in Cagayan de Oro, Philippines, and later in a UK council estate, Morris grew up relying on his mother’s disability benefits and a carer’s allowance. He studied journalism at Solent University—not finance or computer science—and had no formal training in technology. Yet that same storytelling background helped him develop a unique relationship with artificial intelligence: one where narrative, ethics, and human empowerment drive the tools, not the other way around.
“I don’t use AI to replace thinking,” he said. “I use it to sharpen it.”
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Morris refers to ChatGPT as his “financial adviser in his pocket”—accessible through messaging apps like WhatsApp and Telegram. But he no longer uses it for just quick insights. Instead, his prompts are long, multi-layered, and often feed into custom-built research agents powered by ChatGPT, Gemini, and DeepSeek.
“Generative AI can now generate entire due diligence reports,” Morris explained. “But its value depends entirely on how you use it. Even the best tool is useless if you're asking the wrong questions.”
He credits his consistent gains since the ARM IPO to adopting more advanced prompting strategies—like Chain-of-Thought prompting and multi-step reasoning workflows. These techniques allow him to extract deeper, more contextual insights from AI models, and to do so quickly and efficiently.
“No CEO has time to spend four hours a day chatting with an AI,” he said. “That’s why I build systems—so clients can act on insights, not just read them.”
Today, Morris is far more than a solo investor. He teaches Prompt Engineering and Generative AI at institutions ranging from Oxford University to Taras Shevchenko University in Ukraine. His work has graced the front page of the Financial Times, the NASDAQ Times Square billboard, and appeared in Forbes multiple times.
Yet despite this global success, he maintains a grounded view of AI. “Too many people let AI think for them. That’s dangerous. It should feel like a collaboration, not a delegation.”
For everyday users hoping to harness AI the way Morris has, his advice is clear:
Subscribe to ChatGPT Plus or similar advanced models.
Use it daily.
Refine your prompts continuously.
Always add context and challenge assumptions.
“You don’t need a PhD or a coding background,” he said. “You need persistence and the willingness to think critically—both with and against the AI.”
Morris believes the future of investing—and of leadership—will be shaped by those who can navigate the space between human judgment and machine intelligence. He views prompt engineering not as a technical skill, but as a new form of literacy for the modern world.
“You might start with one simple prompt,” he said, “but if you keep refining it, keep learning, you can build something extraordinary. Sometimes, from one prompt… you build an empire.”
From council flats to IPO wins, Edward Frank Morris is proving that the right question, posed to the right AI, can lead to the kind of answers that change lives.
