Advisers urged not to ignore Generative AI/ChatGPT

‘Think about how you could use it, but don’t just use it for the sake of it’

Isabel Baxter
clock • 1 min read

With ChatGPT now having 170 million plus users, AdviceBridge chief commercial officer Bruce Ely-Johnston urges advisers to think about the benefits of artificial intelligence (AI).

Recent numbers show ChatGPT has more than 13 million users daily and these figures are "constantly growing," said Ely-Johnston. Humans that adopt AI and those that upskill will survive, he believes. Ely-Johnston argued that AI will "make people more effective, create a better and faster experience". "Think of your clients, your team, and your business," he advised. However, despite its benefits, Ely-Johnston warned that advisers should think about how they could use AI but to not just use it for the sake of it. He also noted that AI "won't replace people in the main." This...

To continue reading this article...

Join Professional Adviser for free

  • Unlimited access to real-time news, industry insights and market intelligence
  • Stay ahead of the curve with spotlights on emerging trends and technologies
  • Receive breaking news stories straight to your inbox in the daily newsletters
  • Make smart business decisions with the latest developments in regulation, investing retirement and protection
  • Members-only access to the editor’s weekly Friday commentary
  • Be the first to hear about our events and awards programmes

Join

 

Already a Professional Adviser member?

Login

More on Your profession

Who really owns the digital client relationship? From ownership to orchestration

Who really owns the digital client relationship? From ownership to orchestration

The battle for the digital layer

Tessa Lee
clock 23 February 2026 • 5 min read
Why more financial advisers should post on TikTok

Why more financial advisers should post on TikTok

‘In 2026, financial advisers should take another look at TikTok’

Joe Jordan
clock 23 February 2026 • 4 min read
Treasury's AR consultation: Extending the FOS' scope a 'concern'

Treasury's AR consultation: Extending the FOS' scope a 'concern'

‘FOS needs to be overhauled as it is’

Isabel Baxter
clock 19 February 2026 • 4 min read