A new survey by Horsesmouth, a provider of educational resources for financial professionals, indicates a significant increase in daily artificial intelligence (AI) tool adoption among financial advisors, with usage more than doubling in the past year as applications extend beyond basic tasks.
The annual Advisor-AI usage survey, conducted among over 400 members of Horsesmouth, reveals a notable shift in how financial professionals integrate AI tools such as ChatGPT, Copilot, Claude, Gemini, and Perplexity into their practices. The share of advisors using AI multiple times per day surged from 9% in 2024 to 24% in 2025, while the percentage of non-users decreased from 38% to 22% year-over-year. Nearly two-thirds of advisors now engage with AI in an iterative, conversational manner, moving from one-off queries to more dynamic problem-solving.
One advisor noted, “No longer starting from a blank page. AI gives me momentum on writing, presentations, and even structuring meetings.”
AI’s utility is expanding beyond simple writing tasks. The survey found that 43% of advisors use AI to draft client emails and communications, and 29% employ it to enhance client meeting notes. Other common applications include simplifying complex financial topics (25%), creating educational content (25%), and brainstorming marketing strategies (24%). Emerging uses encompass personalized summaries, compliance documentation, and social media content, signaling a trend toward comprehensive practice integration.
Sean Bailey, editor-in-chief of Horsesmouth and creator of its AI education programs, commented on this evolution: “We’re seeing advisors move beyond copywriting into real planning, client engagement, and strategic operations. That’s using AI as a co-intelligence, not just a tool.” Bailey emphasizes an “AI forward, not AI first” mindset, stating, “We’re a human-first profession. Clients come to financial professionals for our judgment, not our tech stack. AI should enhance our clarity, not override it.” This principle guides Horsesmouth’s “AI for Advisors” program, which trains advisors to leverage AI to support better decisions and communication while leading with their values.
Despite the growing adoption, confidence levels still vary. While 44% of advisors now report feeling confident in their AI skills, up from 34% in 2024, only 11% describe themselves as “very confident.” The most frequently requested training topics are prospecting, business automation, and marketing, indicating a focus on growth and efficiency. Persistent barriers to AI integration include compliance and privacy concerns, lack of time, and uncertainty regarding how to fit AI into existing workflows.
William T. Nicklin, CEO of Horsesmouth, acknowledged these challenges: “AI isn’t just a novelty anymore. 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.” 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.”
To address the adoption and confidence gaps, Horsesmouth offers “The AI-Powered Financial Advisor,” a four-week virtual training program designed for financial advisors. This course aims to guide advisors from hesitant experimentation to confident and strategic AI utilization. Additionally, Horsesmouth plans to launch “AI for Advisors Pro” this fall, a year-round training and support program intended to help financial advisors integrate AI into their marketing, client service, and operations for improved efficiency and results.
Horsesmouth, headquartered in midtown Manhattan, assists financial professionals, including advisors, planners, agents, and accountants, in educating clients and expanding their businesses through educational resources.
