Trust has always been the foundation of strong client relationships. But in a world where AI and large language models (like ChatGPT) are becoming increasingly popular, the need to show clients they can trust you has never been more important.
Clients have long had the facility to search online and to access instant answers, generic advice, and now also have automated solutions at their fingertips. Yet, despite the hype around AI, and the promises of misleading adverts, what most clients still crave is something machines can’t offer – human judgment, empathy, support and reassurance that their unique circumstances are understood.
I have long stressed that evidencing your dependability and trustworthiness is one of 7 key ways that you can stand out from your competitors. This is also a key way to stand out from AI-driven accounting, bookkeeping, financial and tax advisory facilities too
So how do you build and maintain trust when your clients are being bombarded with encouragement to use these AI-powered tools?
Why trust is now more vital than ever
Even now AI can crunch numbers and answer basic tax queries, Ok, it’s not always reliable – although this its failings here are invariably due to poor prompting practices (just as spreadsheets seemed unreliable before we learned about best practice here).
AI will never be this ‘bad’ again. All AI-led systems are constantly learning and improving. Just imagine how much more reliable they will be in a few years – even more so when we learn to prompt them properly. Or maybe we won;’t need to do that – they will have learned how to interpret what we really want when we ask simple questions?!
What AI cannot do now and will struggle to do for a good few years at least, is to offer tailored, relevant and personalised advice relfecting our personal understanding of a client’s situation, needs or preference, or the subtle details that matter most.
Certainly for now at least, clients still want to know that their accountant understands their situation, provides sound judgment, and isn’t simply repeating what a chatbot might say.
For accountants, trust is built on far more than technical competence. Clients need to believe you:
- Understand their business and financial goals.
- Offer advice tailored to their specific needs—not just generic solutions.
- Communicate clearly and honestly, without relying on jargon or AI-generated language.
- Will be there when things get complex or go wrong.
In a world where anyone can access AI, your ability to demonstrate these qualities is your biggest competitive advantage.
Three types of trust to focus on in an AI era
1 – Social trust: What others say about you matters more than ever
With clients increasingly seeking reassurance before making decisions, social proof is essential. Online reviews, testimonials, and recommendations will carry more weight than AI-powered claims of expertise. So…
- Ask happy clients for Google reviews and LinkedIn recommendations.
- Ensure that your activity on social media and Linkedin evidences relevant insights and that you engage professionally.
- Build a network of advocates who can vouch for your reliability and expertise.
2 – Evidentiary trust: Prove your expertise
AI might be clever, but it can’t replace years of professional experience or offer nuanced advice. Demonstrating your expertise is crucial.
If potential clients can see you know your stuff, they’ll trust you far more than any machine-generated response. So…
- Share practical insights and case studies that show how you’ve helped other clients.
- Highlight your professional qualifications and experience.
- Stay visible on platforms like LinkedIn, contributing to discussions in your field.
One caveat I would add here is to avoid giving away your hard-won knowledge for free in effort to provide your expertise to a prospective client. It’s a common temptation but could end up backfiring as it leads clients to assume you don’t charge for your advice (That must be true because you don;’t charge for giving advice to non-clients!)
3 – Relational trust: Stay human and engaged
One thing AI will never be able to do is build relationships. Trust grows through personal connection and consistent engagement.
Stay visible and involved, especially with your existing network. If clients feel a genuine connection, cared for and supported, they’ll stick with you—no matter how advanced AI becomes. So…
- Keep in touch through regular phone calls, messages, newsletters and personal updates.
- Attend networking events or host webinars where clients can hear from you directly.
- Show your personality online – let people see you as approachable and relatable.
Practical steps to maintain trust in an AI-driven world
Trust takes time to build but can be lost quickly. Here’s how to protect it:
- Be responsive – Clients may be tempted to try AI tools if they don’t hear from you. Stay available and approachable.
- Set clear expectations – Don’t overpromise. Underpromise and overdeliver to maintain credibility.
- Be transparent on fees – Surprise invoices damage trust. Be clear from the start.
- Show your human side – Clients want advice from a real person, not an algorithm. Be personal and empathetic.
- Embrace tech wisely – Use AI to enhance your service, not replace personal interaction. Tools are great for efficiency, but the relationship is where trust is built.
Final thoughts
In a world where AI is evolving fast, you have an opportunity to stand out by being seen to be more human, more visible, and more trustworthy. Ensure your website lets prospects see the face behind the practice as it is YOU who will be competing for attention and business, not your firm’s name!
AI might provide quick answers, but it’s no match for real-world experience, personalised advice, and genuine relationships.
The more consistently you show up, engage, and add value, the stronger your client relationships will be—and no AI can compete with that.
