Empathy is Everything…

So Scale it with AI!

Competition for firm clients is growing rapidly, and it isn’t the firm down the street. It’s the fintech disruptors and big tech vendors who are moving faster, thinking bigger and using AI to deliver client experiences accounting professionals never dreamed possible.

But we have something the big guys don’t: empathy and an innate ability to connect with humans and build relationships. Our clients aren’t just our clients; they become part of our family. We attend their kids’ weddings, cry with them at funerals and celebrate their big wins. Fintech and big vendors can’t come close to this level of empathy and involvement.

Now imagine being able to scale empathy across your client base — to make every individual in your book of business feel seen, heard and understood. To be the truest form of a trusted advisor. It’s possible when you embrace AI to turn unstructured data into powerful clarity and rid workflows of manual, repetitive tasks so staff can focus on delivering a rich client experience every time.

Fintech and tech vendors may be moving quickly to build powerful, automated platforms, but we can do something they can’t — offer clients a trusted advisor in the truest form. This is why the AI-X (Artificial Intelligence Xcellence) movement matters, because it’s about thriving well into the future by leveraging your greatest strength—your humanness.

Transformation is in full swing

The ground is shifting under our feet. The train has left the station. We’re well past the final countdown…and any other metaphors that are fitting. Firms are consolidating at a record pace, and technology is gobbling up compliance work that used to fill our days (and our billable hours). The profession is just too far down the transformation road to keep ignoring a new way forward — AI-first advisory!

We’ve known for years that strategic advisory represents a key differentiator. But with fintech and other vendors gaining ground with powerful, automated platforms that support advisory services, firms have to take the next big step by integrating AI to automate and streamline services.

We’re in full swing, and too many firms still haven’t gotten up to bat.

AI elevates, not eliminates

There’s a lot of fear out there that AI is coming for our jobs. It’s time to move past this fear and realize that AI helps elevate humans, not eliminate them.

AI isn’t here to make us obsolete; it’s here to make us better at being human. Think of AI as your business best friend (BBF). That person who always listens, gives great advice and challenges you to see things differently. The goal isn’t just to automate tasks. It’s to transform workflows, shift our focus to what matters and unlock more creative coaching, deeper data analysis and, most importantly, more meaningful client relationships.

Here’s how the smartest firms are using AI to scale what matters most:

• Transform workflows: AI simplifies complexity. By automating routine tasks, firms can move from compliance to high-value advisory work, freeing up time to focus on client needs and strategic growth.

• Creative coaching: The real magic happens when you coach AI to work for you. It’s not about coding; it’s about using your unique insights, experiences and intuition to guide AI’s outputs. The best results come from thoughtful prompts and fresh perspectives, not technical wizardry.

• Data analysis: AI can turn mountains of unstructured data like emails, transcripts and call notes, into actionable insights. Imagine AI flagging missed pricing opportunities or recommending a better tone for a tough client conversation. That’s real-time coaching that helps teams grow, right in the flow of work.

Scaling empathy with AI

Here’s where it gets really interesting. The most powerful data in your firm is in the conversations, decisions and leadership patterns happening every single day. AI can analyze these touchpoints, scoring advisory conversations for tone, empathy and clarity.

Imagine uploading a client call transcript and getting instant feedback: “You scored a 7.2 out of 10 on relational clarity and here’s how to improve next time.” Emotional intelligence is no longer a soft skill; it’s measurable, coachable and scalable.

Think about how Amazon predicts what you’ll buy before you even know you need it. Now imagine your firm’s AI knowing not just your client’s financials, but how they want to be spoken to — their style, their language, their emotional cues. That’s intelligent empathy at scale!

It’s not just about advisory. It’s about showing up in a way your client can actually hear you, building trust and loyalty that no fintech app can touch.

The three pillars of AI-X

When you think about AI-X in definitive pillars, it’s far easier to digest. Consider creating three foundational AI GPTs to support you and your team at every level of client experience.

1. Leadership GPT: Emotional AI coaching for partners and managers, helping leaders show up with more empathy and insight.

2. Advisory GPT: Scoring conversations and client outputs, providing reflection and feedback to elevate every client interaction.

3. Practice GPT: AI-powered tools for pricing, onboarding and firm decision-making to drive driving efficiency and profitability.

These aren’t just ideas. They’re live and working today in AI-first firms.

Lean into AI to scale empathy and set your firm apart

The future belongs to firms that lead with empathy, powered by AI. Advisory is about relationships, not just recommendations. AI is your partner in scaling those relationships, making every touchpoint more personal, insightful and impactful for every client. This is your invitation to lead…to become more human, not less, in the age of AI.

So come on over! Join the AI-X movement. Dream bigger. Use AI to scale what makes you truly different: your empathy, your creativity and your ability to connect. That’s how you future-proof your firm and stay ahead of the competition.