Artificial Intelligence – Balancing Innovation and Human Connection

Currently, the primary concern for most executives appears to be the impact of artificial intelligence on their businesses.

We’ve been collectively considering where ETC is on this curve, if that’s the best description, and what and how we need to move further into the world of AI to see how it can assist ETC and our clients.

At ETC, we believe in the power of building genuine relationships. We make it a priority to connect with clients and potential customers, taking the time to meet face-to-face. This personal approach allows us to truly grasp their ethos, identify their challenges, and experience the unique atmosphere of their workplace.

By cultivating an understanding and empathy with our clients, we can tailor our advice more personally. This human connection is something AI cannot replicate, and it will always remain at the heart of what we do at ETC.

That said, we also recognise that automation and artificial intelligence have the potential to bring real efficiencies to our business — particularly in reducing repetitive, lower-level tasks. 

The goal is simple: to make our processes smarter without detracting from client satisfaction or diluting, and drawing out the customer journey. Whilst being mindful that AI is only as good as all the information sources that it uses. 

Finding the Right Balance

Our approach is considered -  it’s essential that we look to “automate” as many of the lower level tasks as possible,  whilst at the same time remember we are a service provider and it’s vital that our clients are able to reach out and speak to a real person, without having to battle through bot after bot.

Sometimes, the spoken word is what matters most.

By working with our Systems Accountant and IT provider, we’ve reviewed what systems we already have in place and where AI can bring truly meaningful value. 

The conclusion? Interestingly, but perhaps not altogether surprisingly, - the most effective path forward combines existing tools with AI-driven support to improve accuracy, efficiency, and insight.

Proceeding with Caution

However, we remain vigilant about the risks. Automation introduces new dependencies — and new vulnerabilities. Many recent cyber incidents have stemmed from weaknesses among third-party suppliers, including those providing AI tools. Security will always be a top priority at ETC, and we’re working closely with our IT partner to ensure every implementation is safe and compliant.

Looking Ahead

I’m genuinely excited about what AI can do for ETC and our clients. We expect to see significant improvements in areas like document management and data analysis — creating a fully-secure and more seamless experience for customers and empowering our team to deliver deeper insights and greater value.

Ultimately, our vision is to integrate AI responsibly, using it to support efficiency and help our clients grow — without ever losing the human touch that defines ETC.

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Focus on growing your business — let our experts handle the numbers

Outsourcing your accounting gives you access to experienced professionals who specialise in your industry, ensuring your finances are managed accurately and efficiently. 

At ETC Finance, we provide tailored financial strategy advice and support for businesses in hospitality, leisure, media, and retail — helping you unlock new opportunities while you concentrate on what matters most: running and growing your business.

Contact us today for a no-obligation, free consultation

enquiries@etcfinance.co.uk  |  0207 305 5660