AI and the New Average

There has always been a question of average in the industry. Who’s better than average, who’s seen as such, and who gets the attention of the clients everyone wants. 

But AI has changed the definition of average. Like many innovations that have come before it, this tool has made it easier to perform functions that used to take real time and energy. 

By pulling in what’s already been made and pushing out new amalgamations of it, AI has made it faster and cheaper than ever to create passable websites, blogs and client communications. And this has become an attractive option for a wide range of wealth service professionals. 

But when everyone from basic providers to high-end, full-service advisors use the same tools, there is a general drift toward the middle. What we end up with is a more uniform landscape, where opportunities go to the truly distinctive advisor. 

AI hasn’t lowered the cost of quality branding—it’s raised the quality of average brands. So those who want to be seen as better than average need to aim higher than what AI can produce.