Daily AI Use Among Financial Advisors Doubles, Yet Confidence Gaps Persist: Horsesmouth Survey
Financial advisors are expanding AI use from simple content creation to strategic planning, client engagement, and operational efficiency. Confidence is rising, yet compliance hurdles and uncertainty about workflow integration remain key obstacles.
NEW YORK, August 19, 2025–(BUSINESS WIRE)–Daily use of artificial intelligence (AI) tools among financial advisors has doubled in the past year, with advisors reporting significant gains in speed, efficiency, and communication quality. But despite the momentum, nearly one in five advisors still do not use AI—and only 11% describe themselves as very confident in applying it to their work.
The annual Advisor-AI usage survey of more than 400 members of Horsesmouth, a leading provider of educational resources for financial professionals, details a picture of financial professionals integrating AI tools like ChatGPT, Copilot, Claude, Gemini, and Perplexity into their practices.
The study paints a picture of an industry in motion: Power Users are surging ahead, Dabblers are testing the waters, and Sideliners—those yet to try AI—are slowly declining in number.
“AI isn’t just a novelty anymore,” said William T. Nicklin, CEO of Horsesmouth. “It’s becoming embedded in the daily workflows of a growing number of advisors. That said, many advisors still lack confidence or clear paths to integration. Our job is to help close that gap.”
Key Finding #1: Daily Use Doubles, Non-Use Shrinks – The share of advisors using AI multiple times per day jumped from 9% in 2024 to 24% in 2025.
– The share of non-users dropped from 38% to 22% year-over-year.
– Nearly two-thirds of advisors now use AI in an iterative, back-and-forth manner, indicating a shift from one-off queries to conversational problem-solving.
“No longer starting from a blank page,” one advisor wrote. “AI gives me momentum on writing, presentations, and even structuring meetings.”
Key Finding #2: Use Cases Expand Beyond Writing – 43% use AI to draft client emails and communications, and 29% enhance client meeting notes with it.
– Advisors also use AI to simplify complex financial topics (25%), create educational content (25%), and brainstorm marketing strategies (24%).
– Emerging uses include personalized summaries, compliance documentation, and social media content, reflecting a move toward full-practice integration.
“We’re seeing advisors move beyond copywriting into real planning, client engagement, and strategic operations,” said Sean Bailey, editor-in-chief of Horsesmouth and creator of its AI education programs. “That’s using AI as a co-intelligence, not just a tool.”
Bailey says the most important mindset shift for advisors is understanding what it means to be “AI forward, not AI first.”
“We’re a human-first profession,” Bailey said. “Clients come to financial professionals for our judgment, not our tech stack. AI should enhance our clarity, not override it. That’s the guiding principle behind our AI for Advisors program. We train advisors to lead with their values and expertise and then bring AI in to support better decisions, stronger communication, and more meaningful client work.”
Key Finding #3: Confidence Grows—but Gaps Remain – 44% of advisors now feel confident in their AI skills (up from 34% in 2024), yet only 11% describe themselves as “very confident.”
– The most requested training topics include prospecting, business automation, and marketing—tied to growth and efficiency.
– Top barriers cited remain compliance/privacy concerns, lack of time, and uncertainty about how to fit AI into existing workflows.
Bailey added: “The leap from dabbling with AI to being a Power User doesn’t require coding or tech skills—it’s about learning to think with AI, asking better questions, and applying it with judgment. Our programs help advisors build that fluency.”
Ongoing Support and Education To help bridge the adoption and confidence gap, Horsesmouth continues to offer The AI-Powered Financial Advisor, a four-week virtual training program specifically designed for financial advisors. The course has helped hundreds of advisors move from hesitant experimentation to confident, compliant, and strategic AI use.
Bailey said the four-week training program, The AI-Powered Financial Advisor, is built to help advisors move beyond experimentation and fully integrate AI into the day-to-day rhythm of their practice.
From tools like ChatGPT and Copilot to Claude and Gemini, the course shows advisors how to use AI to enhance client engagement, streamline marketing, and improve operational efficiency. “It’s all about giving advisors practical, repeatable skills they can apply immediately to save time, boost results, and stay ahead of the curve. The whole program is 100% focused on how advisors should be applying AI to their practices,” Bailey said.
Coming This Fall: AI for Advisors Pro AI for Advisors Pro is a year-round training and support program from Horsesmouth that helps financial advisors turn AI into a growth engine. Members get expert-led training, ready-to-use prompts and tools, and weekly live help to apply AI across marketing, client service, and operations—saving hours each week while boosting results.
For more information on the 2025 AI Usage Survey and to explore advisor AI training resources, visit:
About Horsesmouth Horsesmouth helps financial professionals educate their clients and grow their businesses. The company serves financial advisors, planners, agents, accountants, and other financial services professionals. The Horsesmouth team is guided by extensive primary research and over two decades of experience at the nexus of financial education, marketing, and technology. Horsesmouth is headquartered in midtown Manhattan.
