Artificial intelligence may transform the financial advice profession, but the one quality it cannot replicate is human trust, according to leadership expert and educator Colin James.
Speaking at the 2025 Bombora Advice Conference, James told delegates that advisers’ ability to build authentic, trust-based client relationships will become the defining advantage in an era where technology delivers speed, precision and near-instant data.
“The moat that will protect your relevance isn’t your data or content—it’s the depth of your client relationships,” he said. “Your humanity, your judgment and your empathy will become even more important.”
From Trust to Transformation
James described trust as the new competitive currency, urging advisers to strengthen—not surrender—their human edge as artificial intelligence reshapes how clients seek and receive advice.
“Clients will expect immediate answers, 24/7 service and personalised insights,” he said. “But they will still turn to advisers for confidence, for understanding and for the reassurance that only comes from human connection.”
…those who rely solely on technical expertise risk being displaced by automation
He warned that those who rely solely on technical expertise risk being displaced by automation, while those who combine technology with emotional intelligence will thrive.
The Relentless Pace of Change
To illustrate the speed of technological disruption, James cited insurer Generali, which has reduced its average claims processing time to 30 seconds using agentic AI—systems capable of independent decision-making. Australian giant Suncorp Group, he added, is following suit with its own AI transformation program.
“The big end of town is moving fast,” he said. “Processes that used to take weeks are now measured in seconds. The expectations that will flow from this – speed, responsiveness, constant availability – will ripple right through the advice industry.”
Yet, he emphasised, technology’s benefits come with a challenge: maintaining the personal trust that underpins all advice relationships.
For advisers, James proposed a model of “adaptive leadership”—the combination of clarity, confidence and curiosity needed to stay effective in uncertain times.
“Confidence is an act of equality,” he said. “It means recognising that no one is better than you and no one is less than you. Curiosity—the willingness to ask ‘what if?’ – is what keeps us open to change.”
Five Truths of the AI Era
Referencing AI pioneer Harmeen Mehta, James outlined five “truths” advisers should consider as they navigate change:
- AI will kill best practice – established processes will become obsolete faster than ever before.
- Unlimited interns – advisers will soon have access to AI assistants that can research and analyse information instantly.
- Trust without understanding – professionals will rely on systems they can’t fully explain, requiring new forms of judgment.
- AI will mirror you – the technology will reflect users’ own biases and thinking patterns.
- Adaptability quotient (AQ) – success will depend not on IQ or EQ, but the capacity to adapt and learn quickly.
“These truths can be confronting,” he said, “but they’re also liberating. Advisers who learn to work with AI as a colleague rather than a threat will gain new levels of efficiency, insight and creativity.”
Communication as the Human Advantage
James also highlighted communication as a skill that will define the adviser’s role in the AI era. AI tools, he said, can support training and development, but it is advisers’ ability to connect, persuade and reassure clients that ensures their continuing value.
“Our ability to communicate—to make sense of complexity and convey confidence—will be our lasting human contribution,” he said.
James urged advisers to view artificial intelligence not as an existential threat but as a partner in progress.
“We can default to fear and resistance,” he said, “…or we can get curious. The advisers who adapt, who stay open and who build trust will not just survive this change—they’ll lead it.”
