In a world where technological advancements are reshaping every industry, accounting is no exception. The advent of artificial intelligence (AI) offers accountants and advisors unprecedented opportunities to enhance their services, particularly in the realm of client advisory services (CAS). A recent discussion between accounting and technology experts Brenda Jordan, John Higgins, and Gainor Milky highlighted how AI is revolutionizing the accounting profession, expanding its focus from compliance work to strategic advisory.
This article explores how AI can empower accountants to deliver greater value to their clients, foster stronger relationships, and position themselves as indispensable business advisors. Whether you're a seasoned professional or new to CAS, this guide will provide insights into adopting AI-driven tools and making the critical mindset shift needed to thrive in this new age of accounting.
The Evolution of Client Advisory Services: From Spreadsheets to AI
For decades, accountants have relied on spreadsheets to analyze data and provide insights into their clients’ businesses. However, Brenda Jordan, founder and CEO of Soie Analytics, explains how the landscape has dramatically shifted with the introduction of AI and advanced technology.
"When I was running my own practice, we relied heavily on spreadsheets to identify trends and insights for clients. While effective, it was time-consuming. Now, AI has automated much of that process, giving accountants immediate access to actionable insights and so much more", Brenda shares.
AI tools are transforming how accountants work, enabling them to:
- Automate manual data analysis and reporting.
- Deliver insights faster, with higher precision.
- Provide prescriptive analytics - recommendations on what to do next based on data patterns.
This new paradigm allows accountants to focus less on compliance and more on becoming strategic advisors who help businesses thrive.
Why Embrace AI in Accounting?
Adopting AI isn’t just about keeping up with trends - it’s about survival in a rapidly changing industry. Here are some key reasons why integrating AI into accounting practices is crucial:
1. Increased Capacity and Efficiency
AI reduces the time accountants spend gathering and analyzing data, freeing them to support more clients without additional staff. Brenda describes this as a game-changer: "Automating the process gives accountants the time and capacity to focus on their clients’ strategic needs."
2. Enhanced Client Relationships
AI allows accountants to provide deeper, more relevant insights into their clients’ businesses. By identifying trends, patterns, and potential issues, accountants can have more meaningful conversations with clients, transforming them into trusted advisors.
3. New Revenue Streams
Offering AI-powered advisory services opens opportunities for accountants to diversify their offerings and generate additional income streams. These services can be packaged as monthly advisory calls, industry benchmarking insights, or even weekly client check-ins.
4. Stronger Business Outcomes for Clients
Nine out of ten businesses fail within the first five years, often due to a lack of informed decision-making. Brenda believes AI-enabled advisory can change that: "With the right insights, accountants can help businesses make smarter decisions, improving their chances of survival and success."
Overcoming Barriers to AI Adoption
While the benefits of AI in accounting are clear, many professionals remain hesitant. Brenda and John identified two primary obstacles: fear of change and lack of confidence.
Shifting the Mindset
Fear of AI is common among accountants who have spent their careers focusing on compliance. John explains, "AI isn’t here to replace accountants; it’s here to empower them. By automating repetitive tasks, accountants gain more time to focus on strategy and client relationships."
To overcome this fear, Brenda advises accountants to recognize the value of their professional expertise: "AI can provide data and insights, but it’s the accountants’ personal knowledge of their clients’ context - upcoming product launches, M&A plans, or retirement goals - that makes their advice truly valuable."
Building Confidence in Advisory Skills
Many accountants feel unprepared to transition into advisory roles. John emphasizes the need for training and support: "Practitioners need guidance on how to scope, price, and deliver advisory engagements effectively. This isn’t just about learning a tool - it’s about developing the skills to interpret data and communicate it to clients."
Practical Steps to Incorporate AI into Your Practice
Ready to take the leap into AI-powered advisory? Follow these steps to get started:
1. Start Small
Begin by testing an AI tool, such as Soie Analytics, with a single client. This low-risk approach allows you to learn the software and refine your advisory process before scaling it to other clients.
2. Focus on High-Value Insights
AI tools can provide a wealth of data, but not all of it is equally useful. Focus on identifying key performance indicators (KPIs) that are most relevant to your clients’ industries. Brenda explains, "We provide industry-specific KPIs to help accountants understand what’s most important for their clients."
3. Leverage Industry Benchmarking
Benchmarking lets clients see how their business compares to others in the same industry. Many AI tools allow for internal and external benchmarking, which can guide strategic decision-making.
4. Add a Personal Touch
While AI provides the data, it’s the accountant’s job to contextualize it for clients. Consider creating personalized reports or even short video updates summarizing the insights and their implications. This strengthens your relationship with clients and demonstrates the value you bring to their business.
5. Invest in Training
Even the best AI tools require accountants to understand and interpret the data they generate. Look for training programs that focus on developing advisory skills, such as identifying trends, providing actionable recommendations, and communicating effectively with clients.
The Future of Accounting: A Blend of Technology and Human Expertise
As AI continues to evolve, the role of accountants will shift further away from compliance and toward strategic advisory. Both Brenda and John agree that the human element will remain critical:
"AI can tell you what’s happening and why, but it doesn’t know the context of your client’s business", Brenda notes. "It’s the combination of AI insights and the accountant’s personal knowledge that delivers real value."
For accountants willing to embrace this new model, the opportunities are immense - from driving better outcomes for clients to creating a more fulfilling and impactful career.
Key Takeaways
- AI empowers accountants by automating data analysis, enabling them to focus on strategic advisory.
- Client relationships improve when accountants move beyond compliance to deliver meaningful insights.
- Adopting AI creates opportunities for new revenue streams and greater efficiency.
- Mindset shift is crucial - accountants must overcome fear of change and embrace their advisory potential.
- Start small by testing AI tools with a single client and expanding as you gain confidence.
- Benchmarking and KPIs are essential for delivering industry-specific insights.
- Personalization remains key - combine AI insights with your professional expertise to build trust with clients.
- Ongoing training is vital to develop advisory and communication skills.
- AI will not replace accountants; instead, it enhances their ability to deliver value.
By embracing AI, accountants can transform their practices and help clients not only survive but thrive. This is more than a technological shift - it’s an opportunity to redefine the role of accounting in today’s business world. With the right tools, mindset, and skills, accountants can become indispensable advisors in the age of AI.
Source: "Moving the Needle: Digital Transformation in the Accounting Channel" - Charisma, YouTube, Sep 5, 2025 - https://www.youtube.com/watch?v=DUPoyPN_0r0
