Financial advisors who lean too hard on artificial intelligence to write client messages may be trading short-term automation for long-term trust, according to new research from T. Rowe Price. The asset manager’s latest practice management report examines how clients respond when they sense a message wasn’t written by a real person. The findings carry a warning for advisors tempted to let software handle communication on emotional topics, such as condolences or congratulations.

Key Takeaways

• Unpersonalized, generic machine-written messages can trigger distrust, research shows.
• Small personal details, like a client’s name, still shape long-term loyalty.
• Routine tasks tolerate automation better than personal milestones do.

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Strong advisor-client relationships are built on authenticity, transparency, and human judgment, according to the T. Rowe Price report. One impersonal email or an overly formal greeting can undo years of careful relationship-building, a concept behavioral scientists call negativity bias.

Pew Research Center survey data cited in the report found that 71% of U.S. adults said they would think less of a candidate’s speech if they learned artificial intelligence helped write it. That number dropped to 38% for something lower stakes, like a pop song. The data suggests people apply tougher standards to communication tied to trust and identity.

Research from the New York Institute of Technology, cited in the report, found that over-relying on automated messages for emotional topics can trigger what researchers called “moral disgust” in the people receiving them.

Small details carry weight too. The report points to a simple example: an automated system addressing a client who has always gone by “Bill” with the more formal “William.” It won’t end a relationship on its own, but it chips away at the familiarity advisors spend years building.

The Limits of Automation in Practice

T. Rowe Price’s guidance draws a clear line. Advisors can use automation for routine, transactional tasks, like service confirmations or scheduling, without much pushback. The risk comes when automation creeps into personal milestones or replaces an advisor’s own voice entirely, the report noted.

The firm recommends advisors avoid putting their signature on a fully AI-written note. Instead, use time saved through automation to invest in phone calls or handwritten notes.

Before handing a task to AI, the report suggests advisors ask themselves one question: Would this feel personal if I were the client? If the answer is no, the report advises rethinking the approach.

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