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

FCA reveals first group of financial firms to take part in AI testing

FCA reveals first group of financial firms to take part in AI testing

To deploy ‘safe and responsible’ AI

Cristian Angeloni
clock 03 December 2025 • 1 min read
Providers have 'clear role' to help advice firms with AI governance support

Providers have 'clear role' to help advice firms with AI governance support

Less than 5% of advisers have a full AI policy

Isabel Baxter
clock 02 December 2025 • 3 min read

Fighting financial fraud requires cutting-edge tech – and more besides

'Financial fraud has come a long way since Bruce Wayne's day'

Steve Andrews
clock 28 November 2025 • 4 min read