AI — the catalyst and solution to advisory

Artificial intelligence is both the catalyst and the solution for accounting firms transitioning into advisory-focused shops.

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This rapidly developing technology is fundamentally changing the profession, and those who don’t keep up with the tech risk falling behind — not only behind other firms — but their own clients, according to Madeline Reeves, founder and CEO of the consulting agency Fearless Foundry.

“The moment for advisory now is really compelling, and it’s because AI is coming on the heels of everybody in terms of the work that they do,” Reeves told Accounting Today. “AI is pushing the envelope on these sorts of services, and it’s offering a solution as well.”

“There was a period for many years where firms could ignore the advisory conversation and say, ‘That’s not for me, that’s not what I offer, that’s not what my clients value,'” she continued. “But that conversation evaporated in the past year.”

(Read more: “Advisory services: Pruning for growth”)

Fearless Foundry hosts a series of nationwide conferences called Advisory Amplified, which aims to be more accessible by offering tickets at a lower price in cities closer to home. It also emphasizes a women-led speaker lineup and handpicked technology vendors.

Last year, over 400 firms participated. This year, Reeves is aiming for over 600 participants across six cities from Sept. 22 to Oct. 9. Those cities are Raleigh, Nashville, Minneapolis, Phoenix, Seattle, and Boulder, Colorado. The 2026 tour will focus on three themes: AI in action, advisory for teams, and building the firm you believe in. 

Reeves sees the learning curve firm leaders face when choosing, implementing and developing AI tools. So this year, the tour is focusing on AI’s tactical and practical uses, with hands-on workshops doing direct builds with vendor products. 

“I hear stories of firms over and over again who have clients showing up on their doorstep self-preparing things using AI tools and saying to the firm, ‘Why aren’t you doing this work for me, or why did I discover this on my own, or why am I having to ask you as my accountant for that?'” Reeves said.

Reeves added, “Firms who haven’t entered into the advisory fray yet are running the risk of being caught on their heels in client conversations.”