How are accountancy firms using AI to improve client experience?

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. 

How many accountancy firms use AI in 2025? 

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. 

What are the most common uses of AI in accountancy practices? 

The report highlights several areas where companies are turning to AI to improve client experience: 

• Automated reminders and follow-ups (46%) – Helping firms stay on top of deadlines and maintain consistent communication without placing extra burden on staff. 

• Analysing client feedback (46%) – Using AI to spot trends and patterns in feedback, helping firms act on insights quickly. 

• Answering common client queries (44%) – Chatbots and AI-driven voice agents handle repetitive questions, freeing teams to focus on more complex issues. 

• Personalising communications (38%) – Tailoring emails, updates, and advice to individual client needs, rather than sending generic content. 

• Onboarding new clients (35%) – Automating parts of the onboarding journey to make it smoother and more efficient. 

• Predicting client needs and risks (32%) – Using data to anticipate when a client might require additional services, or when they’re at risk of disengaging. 

Does AI replace the human touch in client service? 

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. 

How does AI help prevent client churn? 

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. 

What’s holding firms back from adopting AI? 

While adoption is growing, nearly half aren’t yet using AI. The reasons include: 

• Budget concerns – Smaller firms in particular worry about the cost of implementation. 

• Lack of confidence – Some practices are unsure how AI fits into their workflows. 

• Fear of losing personalisation – Many worry that technology could depersonalise the client journey. 

• Uncertainty about ROI – Accountancy practices want to be sure their investment will pay off. 

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. 

What are the best practices for using AI in client experience? 

From our insights, those making AI work best tend to follow five golden rules: 

1. Start small – Choose one use case, like automated follow-ups, and build from there. 
2. Keep it human – Use AI to handle routine tasks, but make sure clients always have access to a real person. 
3. Train your data – AI is only as good as the information it learns from, so invest in quality inputs. 
4. Monitor and refine – Regularly check AI’s performance and make improvements based on client feedback. 
5. Be transparent – Let clients know when they’re interacting with AI and reassure them that human support is available. 

How is Moneypenny helping firms harness AI? 

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. 

What’s next for AI in accountancy practices? 

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.