Artificial intelligence (AI) is no longer a future concept, it’s reshaping how accountants, tax professionals, and business advisers work today. From automating routine tasks to transforming research methods, AI is creating new opportunities to save time and deliver higher value insights.

The profession is beginning to rethink not just how information is found, but how much trust can be placed in the results.

Why AI matters now

Surveys across the accountancy profession show how quickly adoption is rising. A recent Intuit study found that 98% of accountants used some form of AI to help clients in the past year, and Deloitte reports that over 80% of finance professionals believe AI tools will become standard practice within five years.

For a sector built on precision, compliance, and trust, these numbers signal a clear shift: AI is moving from experimental to essential.

The reason is simple - time. Traditional research methods often require hours of keyword searching, cross-referencing legislation, and consulting multiple commentaries. AI, particularly with new semantic and generative capabilities, allows professionals to query information in plain language and receive clear, summarised answers in seconds. For busy accountants, this speed can mean reclaiming hours each week.

From search to summarisation

What sets this new wave of AI apart from older tools is its ability to understand context, not just keywords. Instead of combing through pages of results for the right match, AI-powered platforms such as Croner-i’s AI Overview deliver concise summaries built from expert-authored content. Each insight is linked directly back to its authoritative source, ensuring clarity, but also trust.

This distinction matters. Generic consumer AI tools can generate plausible sounding but unreliable answers. In accounting, where compliance and client outcomes are at stake, accuracy is non-negotiable. As Deloitte’s Court Watson, partner in risk and financial advisory recently emphasised, ‘Trust is the cornerstone of any successful AI implementation in finance and accounting’.

Trusted AI in practice

Leading firms are already showing how AI can blend efficiency with reliability. Croner-i, for example, combines advanced AI with decades of expert-curated content, meaning professionals don’t just get faster answers, they get fact-checked, verifiable ones. Its alliance with KPMG UK illustrates the shift: when KPMG staff use Croner-i AI, every AI-generated insight comes with a direct link to tax law, case commentary, or analysis. That kind of transparency builds confidence in the results and reassures both professionals and their clients.

Beyond research, AI is also automating document review, data entry, and form completion. By reducing manual effort, accountants can redirect their focus toward strategic advisory work, client relationships, and higher value decision-making.

Looking ahead

The AI shift in accounting and business research isn’t just about technology, it’s about redefining professional practice. The most successful firms will be those that harness AI responsibly: pairing machine efficiency with human expertise, ensuring accuracy through trusted sources, and keeping client confidence at the centre.

For accountants and advisers, the opportunity is clear: embrace AI as a tool for faster, smarter research, but only from platforms designed with professional trust in mind. In a sector where precision is everything, that balance of speed and reliability will define the next era of success.

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About the author

Jude Fletcher is director of search and generative AI, Croner-i