Perspectives from the Profession: The Realities of AI in Accounting and Advisory
If you're asking, "Where do we start with AI?" flip the script. Don't start with tools. Start with a problem worth solving - one that can be measured in revenue, cost, risk, or time.
That's been LBMC's operating system for years. AI isn't treated as a side project. It's a structured way to improve core business systems - CRM, marketing technology, data analytics - without breaking what already works.
Build From the Inside Out
"Our journey began with a focus on optimization through tools we already trusted," says Suzanne Reed, LBMC's CMO. Platforms like Introhive, Propense.ai, and Vertical IQ help teams spot client opportunities, personalize outreach, and predict needs - all in service of stronger relationships.
LBMC also boosted marketing operations with Clearview Social and internal automations that keep leaders visible on LinkedIn without adding workload. The result: more authentic visibility for people and a more connected client experience.
LBMC AI Flow: Turning Curiosity into Strategy
Many teams jump straight to tools. LBMC starts with clarity. Led by Jon Hilton, LBMC's AI Leader, AI Flow begins with a single question: What problem are you trying to solve? Discovery workshops then align capabilities with strategy, data, and outcomes.
- Define the business problem and value target
- Inventory available data and access constraints
- Map people, process, and systems where AI can help
- Decide what to test first - and how you'll measure it
"Most firms start in the wrong place," says Hilton. "They jump to tools before understanding their challenges. The right approach begins with clarity - knowing your pain points, what data you have, and where AI can truly create value."
Guardrails and Governance
LBMC limits AI-generated content to 20% or less, validates every data point, and monitors SEO impact. Marketing and IT work in lockstep to protect privacy and security. As Hilton notes, "There's no shortcut to responsible innovation; it takes structure, testing, and a lot of learning along the way."
For leaders building governance, the NIST AI Risk Management Framework is a useful reference point for policies, controls, and accountability.
Where AI Is Delivering Real Value
LBMC's thought leadership engine uses AI for speed and synthesis - not for autopilot. "We're not just using AI to generate ideas," says Reed. "We use tools like ChatGPT and proprietary research workflows to synthesize complex financial, tax, and business data faster than ever before - but everything still runs through human validation."
The team also uses generative tools to tailor communications by platform - optimizing copy to fit channel specs and audiences. It boosts speed and precision while freeing people to focus on strategy and storytelling. As Reed puts it, "AI is not the nirvana everyone thought it would be. You still have to know what good looks like. If you don't understand the business or the client problem, the output won't make sense. AI is only as smart as the person using it."
This mindset has earned national recognition for authenticity and responsible brand building. LBMC's program - supported by Introhive, ChatGPT, and internal models - has been awarded for quality and influence, helping clients and professionals make better decisions with confidence.
2026: Narrow the Focus, Raise the Bar
Executives keep asking: What should our AI strategy be? Hilton's advice: narrow in on one or two business problems and look where data, people, and process intersect. That's where AI moves the needle.
AI Flow workshops often serve as the starting point. Leaders leave with a clear plan to automate financial data workflows, improve sales enablement, and tighten marketing attribution - all mapped to measurable outcomes.
Leadership Matters More Than Tools
AI will require stronger leadership in 2026. The C-Suite needs to move from curiosity and tinkering with ChatGPT and Co-Pilot to high-value use cases where AI agents run parts of core processes. "If AI is relegated to IT and CIO to lead by themselves, the likelihood of failure or little progress grows quite high," says Hilton.
- 4-8 hour AI Flow Strategy Workshop with key stakeholders
- Output: vision, mission, prioritized use cases, and a roadmap for 2-3 initiatives in 2026
- Timeline: weeks, not months
As Reed adds, many firms already have AI embedded across their stack. The opportunity is to unlock it strategically - not start from scratch.
The Human Equation: AI as an Amplifier of Trust
LBMC's philosophy is simple: AI should make us more human, not less. Pair expertise with intelligent systems to improve efficiency, find insights, and strengthen relationships - the real drivers of trust and growth.
"AI allows us to ask better questions," says Reed. "Clients want to know how to use it responsibly, where it drives ROI, and where to rely on human judgment. That's where we come in."
Turn Intent Into Outcomes
Ready to align AI with core business goals? Explore LBMC AI Flow or schedule a discovery workshop:
- Contact LBMC: lbmc.com/contact
- Email Jon Hilton, Shareholder and Practice Leader, LBMC AI: jon.hilton@lbmc.com
- Email Suzanne Reed, Chief Marketing Officer: suzanne.reed@lbmc.com
About LBMC
LBMC is one of the Southeast's largest accounting and business consulting firms and a nationally recognized top 40 firm serving 11,000+ clients across healthcare, manufacturing/distribution, real estate, and technology. Recognitions include USA Today Top Recommended Firm, 2025 Fortune Best Workplace in Consulting & Professional Services, and six-time national Certified Great Place to Work.
Founded in 1984, LBMC is an industry leader across audit, tax, advisory, technology, human resources, and wealth advisory. The firm leverages advanced business intelligence and AI to drive growth, efficiency, and strategic insight for clients.
Team: 1,000+ professionals. Offices in Nashville, Chattanooga, Knoxville, and Memphis, Tennessee; Louisville, Kentucky; and Charlotte, North Carolina; plus remote teams. Call 615-377-4600 for more information.
Optional Resources
- For executive upskilling, see curated AI programs by role: AI Courses by Job
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