AI Tops List of Financial Adviser Concerns — But Adoption Remains Low
Last updated Jul 29, 2025
New research reveals financial advisers view artificial intelligence (AI) as the biggest challenge and a key opportunity in their industry. However, adoption rates remain surprisingly low despite this recognition.
Key Takeaways
- AI and automation are seen as the top upcoming challenge for financial advisers.
- 56% of advisers believe AI could support their business in the future.
- Only 39% currently use AI in any form; 61% do not use it at all.
- Most AI use focuses on administrative and back-office tasks (36%).
- Advisers see future AI potential in marketing, planning, lead generation, and client communication.
London, 29 July 2025 — Research by Unbiased, a leading UK financial advice platform, shows a clear tension in the sector. When asked about the biggest upcoming challenge, 29% of advisers identified AI and automation, outranking rising business costs (16%) and client acquisition (13%). At the same time, over half (56%) believe AI holds promise to support their business down the line.
Adoption Still Trails Recognition
Despite acknowledging AI’s potential, most advisers haven’t integrated it into their workflows. Only 39% report using AI in some capacity, leaving 61% not using AI at all. Among those who do use AI, the majority apply it to administrative and back-office functions (36%). Other uses include client communication (14%) and financial planning or reporting (12%). Just 5% use AI for lead generation.
Future Potential Focuses on Growth, Not Just Efficiency
The research highlights a shift in how advisers see AI’s future role. While administrative tasks remain the top opportunity (19%), advisers are increasingly interested in marketing (15%), financial planning (12%), lead generation (12%), and sales and client nurturing (11%). This suggests advisers are beginning to view AI as a tool for business growth and client engagement, not just operational efficiency.
“AI is moving fast — and financial advice firms that don’t engage with it risk falling behind,” said Matt Cockayne, Chief Revenue Officer at Unbiased.
“Right now, most use cases focus on back-office efficiency, but the real opportunity lies in how AI can improve client engagement and drive business growth.”
He added that while there’s clear interest in innovation, hesitation remains due to the profession’s focus on trust and personal relationships. Adoption will depend on creating AI tools that advisers find intuitive, compliant, and genuinely useful.
Financial professionals looking to explore AI tools and training can visit Complete AI Training’s finance-specific AI tools to see practical applications tailored to the industry.
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