Artificial intelligence (AI) is “here now”, and it is a “cause for concern if firms are not already using AI”, according to Personal Finance Society vice president and Morgan Williams & Co financial adviser Dan Williams.
Speaking during a panel titled AI in action – practical strategies for success at the PA360 2025 conference, Williams told delegates that financial advisers who are not already embracing AI risk being left behind as the technology increasingly reshapes client engagement, workflows and regulatory processes. "Advisers must now view AI as an essential part of their professional toolkit. It is not coming for your jobs," he said. "People talk as if it's new, but we've had elements of AI in our lives for decades." Williams added that the real potential of AI in financial planning will em...
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