In our latest AI webinar, we were joined by Billie McLoughlin from 2020 Innovation to talk about a topic most firms are quietly struggling with: where to start with AI.
Not how it works. Not where it’s going. But how to get moving—without a specialist, a roadmap, or a six-month implementation plan.
Here’s what we learned.
Your clients are already using AI (even if you’re not)
AI adoption isn’t starting in your firm. It’s starting with your clients.
As Billie pointed out, “We’re in this weird space now where our clients are using AI before we are. They're using it in their emails, in their searches, in their conversations—and they’re getting confident answers, even when those answers are wrong.”
It’s fuelling a new wave of inbound questions. Clients are showing up with a version of the answer already formed—and your team now needs to validate, correct, or contradict it.
The impact on juniors is real
This shift puts pressure on younger staff.
“You’ve got new team members trying to answer client questions that sound informed, but are built on totally incorrect assumptions,” Billie said. “It knocks their confidence.”
That’s why firms need internal tools that surface accurate answers fast—so juniors don’t feel like they’re guessing, and seniors aren’t dragged into every conversation.
Most firms are stuck in the middle
According to Billie, most firms aren’t ignoring AI—but they’re also not doing much with it.
“You’ve got firms who are dead against it. You’ve got firms all in. But most are in this awkward space in the middle. They’re open to it, but they don’t know where to begin.”
That hesitation is understandable. There’s a sense that if you’re not using AI at scale, it’s not worth doing at all.
But Billie was clear: “Start with the small stuff. Get a win on the board. That’s where it begins.”
Easy wins are the way in
So what’s a good starting point?
“Note-takers,” said Billie. “Honestly, one of the first things I recommend is trying something like Fathom. It’s a quick win. You use it once in a team meeting, and the team sees the benefit straight away. That’s when the culture shift starts.”
Small pilots matter. Billie recommends starting with one client, then three, then six. It’s a safe way to build confidence without overcommitting.
Clients want advice—but send nothing
One of the biggest tensions AI could help solve?
“Clients want proactive advice. But they don’t send any data,” said Billie. “It’s like they think we’ve got a magic mirror.”
That contradiction—high expectations, zero prep—leaves firms reactive and burnt out. The solution isn’t more chasing. It’s designing tools and workflows that bring the right data in early, and help teams model options quickly.
Planning now beats panic later
The goal isn’t full automation. It’s confidence.
“Tax is moving so fast. Even product roadmaps from three months ago are out of date,” Billie noted. “If you wait until everything’s perfect, you’ll miss what’s useful now.”
Instead, she says, firms should pick a single use case and start experimenting. Whether it’s comparing salary/dividend splits or testing a pension strategy, the point is to stop relying on spreadsheets and start showing the impact clearly.
“Clients want to see the difference. If you can show it—live, in a meeting—that’s where they feel the value.”
AI isn’t the answer. But it’s a better way to ask the question.
AI won’t replace your tax knowledge. But it can close the gap between what clients expect and what your team can deliver—quickly, clearly, and confidently.
Start small. Stay curious. And let your team experiment.
🧠 Want to try AI in one real scenario?
Start with one client.
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