Jonathan Tweedie

And you create followership in that team by creating trust and respect within that team and recognition, making sure that everybody is recognized for the contribution that they're making is massively important.

I think what ALA enables us to do is to compound information, compound data, and drive better decision-making as a result of it.

If you can then use that ability to group clients into segments, to be able to talk to them about the sorts of decisions they need to be able to make, and to be able to deliver that to them in a digital format at pace, at a very low cost, you start to solve the problems.

And AI enables us to reduce the cost massively because...

All of that information, all of that data is not being crunched by a room full of associates.

It is being crunched by a machine in seconds.

Now, the trick is then attaching the output to the brand and making sure your brand has the trust it needs and is relevant to the people.

that you're trying to talk to.

And I think this will be our challenge as an industry is to focus on the brand and the relevance.

So how do you take that information and communicate to the people you're trying to provide the advice or support to?

To get that right, you've got to stop thinking about you and you've got to start thinking about them and how they want to consume it.

So I reflect on our own – and not just ours, by the way.

The entire industry writes wonderful reports for clients today.

But they're nearly all focused on the information we need to give to the client and how to protect and caveat all the advice you're giving to them.

Whereas actually what I think AI will enable us to do is to create an environment where we can develop the advice specifically for you.

And we can show you what it looks like in your world and in the way you think.

So we talked about it a little bit earlier on and said, when we talk about how we plan for our wealth journey, and by the way, no one plans for their wealth journey.

But when people are in that environment, we always talk to them about risk.

And when I talk about risk, what we actually mean is standard deviation.

Now I start talking to us about standard deviation, they close over and go, I haven't got a clue what you're talking about and why would that be remotely relevant to me?