Efficient doesn't mean fair: AI, advice, and the price & value test

'Under Consumer Duty, fair is the standard'

clock • 6 min read

AI isn't going away but that doesn't mean we should adopt it uncritically, writes Scott Daniels. Here, he looks at what happens to the price of advice if the cost to serve has decreased...

I recently spoke at the CISI Paraplanning Conference, where the panel explored the role of artificial intelligence (AI) in paraplanning. Now, I don't know about you, but I'm starting to get whiplash from the sheer volume of AI headlines. Depending on who you listen to, it's either going to save the world or destroy it. So instead of feeding the hype, I took a step back and asked a more grounded question: how does the use of AI in financial planning intersect with the Financial Conduct Authority's Consumer Duty, particularly the price and value outcome? I'm not talking about how AI ...

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

Adventures in AI: Managing security and data risks

Adventures in AI: Managing security and data risks

Part two in a series...

Mike Morrow
clock 06 January 2026 • 4 min read
How digital advice apps can help bridge the advice gap and deliver targeted support

How digital advice apps can help bridge the advice gap and deliver targeted support

'This is not about replacing advisers, it's about extending their reach'

Rowan Whittington
clock 05 January 2026 • 3 min read
AI was 'headline act' this year

AI was 'headline act' this year

PA looks at what AI did for advice this year and what more to expect

Sahar Nazir
clock 22 December 2025 • 4 min read