AI has shifted from being a buzzword to a practical tool accountancy firms are actively using to enhance the client journey. What was once seen as futuristic technology is now firmly embedded in everyday processes – from answering client queries to predicting future needs. But how exactly are they putting AI to work, and what impact is it having on the way clients experience their services?
Drawing on findings from Moneypenny’s Hello to Loyalty: The Accountancy Client Experience Report, let’s explore how companies are adopting AI, what benefits it brings, and where the opportunities still lie.
According to our research, 52% are already using AI tools to support client experience. That’s more than half the sector making active use of AI in some form, whether through automation, predictive analytics, or smarter communication platforms.
This adoption level shows that AI has moved beyond early experimentation. Organisations are now applying it in targeted ways that free up their teams, reduce manual admin, and ensure faster, more consistent client service.
However, it’s also important to note that 48% are not yet using AI at all. For many, this hesitation comes down to budget constraints, uncertainty about return on investment, or a fear that technology might undermine the human relationships at the heart of accountancy.
The report highlights several areas where companies are turning to AI to improve client experience:
No – and it shouldn’t. Those seeing the most success with AI are those that use it to support, not replace, their people.
By automating routine tasks such as sending reminders, capturing enquiry details, or answering basic queries, AI frees accountants and client service teams to focus on high-value work. That might be giving tailored advice, managing complex cases, or simply having more time to nurture relationships.
In other words, AI takes care of the repetitive jobs that don’t require emotional intelligence, leaving humans to do what they do best: build trust.
Retention is a huge theme in the report, and AI is becoming a powerful tool for keeping clients loyal. With 32% using AI to predict client needs, it’s possible to spot red flags early.
For example, if a client stops engaging with communications, or if their queries become more frequent but less positive, AI systems can flag this behaviour for proactive follow-up. Similarly, predictive analytics can help identify opportunities to offer additional services at just the right time, strengthening the relationship and preventing clients from drifting to competitors.
This kind of foresight simply isn’t possible at scale without technology.
While adoption is growing, nearly half aren’t yet using AI. The reasons include:
The reality, however, is that AI doesn’t have to mean wholesale change. Starting small – for example, automating reminders or using AI to analyse feedback allows organisations to test the waters, build confidence, and expand over time.
From our insights, those making AI work best tend to follow five golden rules:
At Moneypenny, we’ve seen first-hand how AI can transform client experience when it’s used thoughtfully. Our AI Voice Agent provides a conversational, natural-sounding service that feels like speaking to a real person. It can capture enquiry details, qualify leads, and even integrate seamlessly with human receptionists to ensure no call or query is missed.
The result is a system that combines the efficiency of AI with the warmth and professionalism of our UK-based receptionists. This means faster responses, smoother processes, and happier clients – all without losing the personal touch that defines your service.
The report suggests that the future will be about blending technology with human expertise. Those that embrace AI will be able to deliver faster, smarter, and more personalised service, but they’ll also need to ensure their people are confident and equipped to add value where AI can’t.
With clients expecting more than ever before, the message is clear: AI isn’t optional anymore. It’s a practical tool for driving loyalty, efficiency, and growth. Those that act now will be the ones who stay ahead.
At Moneypenny, our AI Voice Agent and highly trained receptionists work hand in hand to deliver faster, smarter, and more personalised client experiences. Speak to our team today on 0333 202 1005 to discover how we can help your company harness AI while keeping the human touch.
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