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AI is changing how accounting firms work, but successful adoption starts with understanding what clients value, where technology can help and how to protect the human relationships at the heart of accountancy.
Artificial intelligence is creating new opportunities for accounting firms, but adopting the technology successfully requires more than simply introducing new tools. In the first part of Karbon's AI masterclass, host Twyla Verhelst and guest Matthew May explore what small business owners think about AI and how firms can use technology to deliver greater value.
The session draws on research involving 350 small business owners to examine client expectations and the role of accountants as AI becomes more widely used. The central message is that technology should strengthen client relationships, not replace them.
For practices planning their AI strategy, several principles stand out:
Start with client expectations: Understand how clients feel about AI and what they want from their accountant before deciding where to introduce it.
Automate routine work: Use technology to handle repetitive tasks and administrative volume, freeing up time for more valuable client conversations.
Protect the human element: Trust, professional judgement and a clear point of contact remain important differentiators.
Connect technology to outcomes: Measure success by improvements in service, efficiency and client value, rather than simply the number of AI tools adopted.
For firms preparing for 2027 and beyond, the challenge is to combine practical automation with personal, proactive advice.
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