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

Ammonite co-founder says AI suitability report tool could 'triple' adviser capacity

Ammonite co-founder says AI suitability report tool could 'triple' adviser capacity

Planbot launched by former adviser duo

Jen Frost
clock 26 February 2026 • 3 min read
Anthropic's latest AI plug in could 'trigger golden age of digital advice'

Anthropic's latest AI plug in could 'trigger golden age of digital advice'

AI firm launched wealth management plug in in US adviser space

Jenna Brown
clock 26 February 2026 • 2 min read
Adviser AI usage more than doubles in last year

Adviser AI usage more than doubles in last year

Rises from 29% to 60%, SOTAN findings reveal

Isabel Baxter
clock 25 February 2026 • 3 min read