As AI systems become more advanced at emulating human behaviors and media, they erode authenticity, a key pillar of trust and the bedrock of all successful financial advisor practices. When chatbots, deepfakes, and AI-written text seamlessly impersonate real people, it fosters an atmosphere of misinformation and deception, hardly a successful recipe for a happy client. Without transparency around AI, people lose faith in what is genuine versus artificially manufactured online; to maintain trust in an AI-driven world, advisors need new safeguards and a vigilant mindset to ensure that the authenticity and integrity that’s been so instrumental to their success stays safe.

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Author: Sarah Morton, Jordi Visser

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