Why AI Should Support Brokers, Not Replace Them

Technology’s impact on how we all do business is being discussed and pored over like never before - and for good reason. Seemingly in the blink of an eye, AI has changed everything. Few will be able to think of another technological advancement that advanced so quickly, and infiltrated every element of the economy.

Inevitably, the question of whether this is good for us as a society emerged. The risks of getting this wrong are already clear to see, but what makes the question so hard to answer however, is that when it works, it really works.

Utilised effectively, AI can substantially improve performance. A Thomson Reuters report from mid-2025 revealed that firms with visible AI strategies are twice as likely as those with more informal or ad hoc adoption to see AI-driven revenue growth. What’s more, a McKinsey survey showed 64% of organisations say AI is enabling their innovation, while academic research from Cornell University found that 91% of SMEs using AI report that it directly boosts their revenue.

Within specialist finance and property investment, we’re sure similar results have been found among participants. But we must remember that our industry has been built on human relationships: Brokers, and the lenders who serve them, should never forget that.

While AI can help, the evidence suggests that (for now at least) technology cannot match our ability to express empathy, creativity, or adaptability. These are all qualities that are essential within the specialist lending sector.

We must always think globally, but act locally. Or to be more specific, we must be open to new advancements, without losing sight of our core priorities. A case in point: a survey of homebuyers found that 68% would rather go in branch to get their mortgage advice, while only 2% of respondents would prefer to turn to robots. Separate analysis shows that 65% of borrowers wouldn’t go through the homebuying process without the support of a broker.

There is also the bottom line to contend with. The technology available to us is amazing, but it isn’t perfect. When things go wrong, costs mount. Deloitte was forced to pay money back to the Albanese government after several errors were discovered in an AI-reliant report. Air Canada was found liable as its chatbot gave out incorrect information. According to the Centre for Economics and Business Research, negative customer experiences with AI services may have cost UK retail firms as much as £8.6bn in 2025.

As we all move forward, we’ll need to figure out how to incorporate the benefits of AI into our day-to-day, while keeping the risks contained. How exactly could this take shape for brokers? Perhaps, AI could be used to automate admin related tasks such as messaging and reminders for clients. It could help with organising one’s workflow, or identifying overly burdensome functions that could be removed entirely.

When it comes to parts of the job that involve interacting with clients, the human touch should be prioritised. Ultimately, we all want AI to make our lives easier — but that shouldn’t mean replacing the elements that make our careers worthwhile.

Making the trip to catch up with a client over a coffee in the middle of winter may feel burdensome when that 6am alarm rings - but brokers would miss it if it was gone.

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