Amid the myriad advances in technology currently being harnessed by the accounting industry, Chris Wicker is head of partner sales at Xero Americas, stresses the need for the profession to strike a balance between adopting new innovations and maintaining a human focus. He says that AI, machine learning and automation should not be seen as ends in themselves, but as ways to enable firms to move beyond compliance work such as basic tax filing, to more complex business advisory services. He notes research showing how practices that offer advisory services earn 67% more revenue than firms providing compliance services alone.

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