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

The AI advantage in fund selection: Four ways it can support advisers

The AI advantage in fund selection: Four ways it can support advisers

AI agents and the future of fund selection

Patrick Jones
clock 11 February 2026 • 5 min read
FCA urged to provide clearer AI guidance amid review

FCA urged to provide clearer AI guidance amid review

Review to consider impact by 2030 and beyond

Jen Frost
clock 09 February 2026 • 6 min read
Aveni launches online AI academy for advice firms

Aveni launches online AI academy for advice firms

Advisers under ‘increasing pressure’ to adopt AI effectively

Isabel Baxter
clock 06 February 2026 • 2 min read