“Our advice is to always focus on improving outcomes for investors, and that may mean using AI to help free up time that can be dedicated to supporting clients,” Wilkinson wrote. “But for advisers to use AI in ways that truly lead to better outcomes, they need to understand and trust it.”

To begin using AI effectively, Wilkinson recommends establishing a “north star”—a clear, mission-aligned objective and governance framework for AI set by leadership. For advisors new to AI, the focus should be on practical productivity wins, such as using AI tools to support client interactions, automate meeting prep, record notes, and draft follow-ups. These actions can enhance efficiency and deepen client engagement.

Data capabilities and vendors are key

A strong data foundation is also critical. Inconsistent data can limit AI’s potential. “Beyond simple data collection from a CRM system or related tool, data classification and architecture are critical components to any enterprise AI strategy,” Wilkinson wrote. “Advisers must ensure they have a system that designates access levels for all information, from simple emails to personal client data.”
Another important factor is vendor selection. Wilkinson recommends considering existing technology and data infrastructure as well as prioritizing platforms that integrate well and protect enterprise data privacy. She also emphasizes “human-in-the-loop” governance and quality control to prevent errors and ensure compliance.

Assist, augment, and action

Looking ahead, Wilkinson outlines three stages of AI adoption: assist, augment, and action. The industry is well into the “assist” stage, as advisors are already leveraging algorithmic models to estimate Social Security income and health care costs in retirement.
In the future, advisors will enter the “action” stage, in which AI agents execute tasks like portfolio monitoring, rebalancing, and routine client service, allowing advisors to focus on strategic planning and relationship building with their clients.
“Success with AI starts with clarity of purpose and responsible governance,” Wilkinson concluded. “Advisers who embrace these principles will not only streamline operations but also free up time for what matters most: guiding clients through complex financial decisions with confidence and care.”

Notes:

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_{Publication date: March 2026}

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