Integrating AI into advice without losing the human touch

Reinforcing trust through AI-enhanced personalisation

clock • 4 min read

Tony Wilkson recommends taking a balanced approach to the use of AI in advice and outlines some practical ways to integrate the tech without losing client trust...

In an era where financial markets face extraordinary volatility due to geopolitical tensions, financial advisers find themselves navigating dual challenges: interpreting complex market data while maintaining client trust through this challenging environment. On one hand, the integration of artificial intelligence (AI) into client services offers advisers powerful analytical tools and capabilities, but it also potentially risks depersonalising the very relationships that form the foundation of effective financial advice.  It's hard to escape the current news cycle, where President Trum...

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 Technology

Paraplanners turn to AI amid rising workloads and regulatory pressure

Paraplanners turn to AI amid rising workloads and regulatory pressure

Harnessing AI and digital tools to boost efficiency

Isabel Baxter
clock 13 November 2025 • 2 min read
More than half of advisers are testing AI and regtech

More than half of advisers are testing AI and regtech

AI viewed as both an opportunity and risk by compliance officers

Isabel Baxter
clock 06 November 2025 • 2 min read
Adventures in AI: Separating hype from reality

Adventures in AI: Separating hype from reality

Taking the ‘eh?’ out of AI

Mike Morrow
clock 29 October 2025 • 4 min read