Seven in ten UK SMEs act on AI-generated financial, tax or business advice before consulting their accountant, according to a survey of 500 UK businesses commissioned by Ravical.
The research suggests a shift in how smaller companies seek guidance on financial decisions. AI tools are becoming an early source of advice, while accountants are brought in later. Only 5% of respondents said they rarely or never act on AI advice before speaking to their accountant.
That change appears to be reshaping expectations of the accounting profession. Just 33% of respondents said they see their accountant as a genuine strategic partner who brings ideas and insight, while 91% said they had considered switching accounting firms in the past year.
Businesses also indicated they would spend more for broader support. The survey found that 92% would pay more for a fuller range of advisory services if those services better matched their needs.
Changing role
The findings suggest many SMEs now distinguish routine compliance work from broader business advice. Respondents said they wanted faster responses, more planning and more proactive contact from accountants when issues arise.
Anonymous comments in the survey reinforced that demand. Businesses said they wanted "forward-looking advice, not just compliance", and for their accountant to "reach out with useful advice when they see something important" rather than waiting to be asked. Another response cited a need for "Faster responses to questions, especially when dealing with time-sensitive financial decisions".
Joris Van Der Gucht said the profession faces a tougher competitive environment as AI becomes embedded in everyday decision-making.
"Clients are now going to AI first," said Joris Van Der Gucht, Founder and CEO of Ravical. "For an accountant, that is a harder place to stand. You become the second opinion, and you have to be better and faster than the tool the client already used. That pressure is only going to grow as businesses lean on these tools more."
Automation pressure
The survey also found that respondents expect software and AI to take on a larger share of compliance work, which has long underpinned many accountant-client relationships. Nine in ten SMEs said compliance tasks could largely be handled by software or AI within the next few years.
More than a third, or 35%, said they believe that level of automation is already possible. That matters for firms whose work is still centred on filing, reporting and other recurring administrative tasks rather than broader advisory services.
The results were reported as consistent across company sizes and sectors. Respondents included owners, directors, CFOs and financial managers at businesses ranging from sole traders to companies with more than 250 employees.
Ravical commissioned Censuswide to carry out the research among UK businesses that currently work with an accounting firm. The figures suggest that while many SMEs are willing to rely on AI for an initial answer, they still expect accountants to provide judgement, speed and ideas that software alone cannot offer.
One of the clearest signals in the data is that dissatisfaction does not appear to stem from unwillingness to pay. Instead, the gap seems to lie between what businesses say they need from advisers and what they believe they are receiving from their current firms.
The strongest demand was for more timely, proactive advice tied to business decisions rather than compliance alone. At the same time, 90% said compliance work could largely be automated by software or AI within the next few years.