The accounting profession is on the verge of a fundamental transformation. We've seen big shifts before like cloud accounting and automation, but artificial intelligence is an entirely different game.
AI isn't just another tool to add to your tech stack. It's an accelerant, fundamentally changing how firms operate, deliver value and grow. And the firms that embrace this evolution — "AI-X" firms (for "artificial intelligence excellence") — won't just survive, they'll thrive by being market shifters.
A market shifter is more than just an early adopter. It's more than being ahead of the curve, it's actively driving the curve forward. Market shifters aren't waiting for best practices to emerge. They're testing, learning and iterating in real time, paving the way for others to follow.
Think about how cloud-based firms in the early 2010s transformed their businesses. They weren't just adopting new software; they were reimagining workflows, pricing models and service delivery. The same is happening with AI right now. AI-X firms are the market shifters of this next era.
If you want to be an AI market shifter, you need to ask yourself:
- Am I actively experimenting with AI in my firm, or am I waiting for others to figure it out first?
- Am I willing to rethink my business model based on what AI enables?
- Do I see AI as just another tool, or do I recognize its potential to fundamentally reshape the profession?
The firms that answer these questions with a spirit of innovation will set the tone for the future.
The accounting profession has been here before
When cloud technology disrupted traditional firms, it created a divide between the firms that adopted it early and those that resisted change. Those firms that embraced the cloud gained efficiency, attracted better clients and grew faster than their legacy competitors.
The same thing is happening now but at an even greater speed. AI is not a slow-moving wave. It's a tsunami.
By 2030, AI won't just be an optional efficiency tool, it will be embedded into every aspect of accounting. AI will be seamlessly integrated into tax prep, audit procedures, financial forecasting and client advisory services. The firms that start adapting now will have a massive competitive advantage. Those that hesitate? They'll be playing catch-up in a world that has already moved on.
Why best practices are holding you back
A common mistake firms make is relying too much on best practices instead of next practices.
Best practices are helpful, but they're backward-looking and reflect on what has worked in the past. They create incremental improvements, not exponential transformation. If you're waiting for AI best practices to be written, you're already behind.
Instead, the firms leading the AI revolution are the ones developing next practices. These are strategies and processes that haven't even been defined yet. They're testing AI tools, training their teams and refining workflows before their competitors even start.
Here's how you can start moving beyond best practices:
- Adopt a beta mindset. Start testing AI tools now, even if they aren't perfect yet. The learning curve is steep, but early adopters will gain an edge.
- Create an AI strategy. Don't just implement tools randomly. Map out how AI will fit into your firm's long-term vision.
- Train your team. AI isn't just a leadership decision. Your entire team needs to understand how AI can help them work smarter.
- Be willing to pivot. AI will evolve rapidly. Firms that stay flexible and adaptive will have the most success.
These are survival skills in an AI-driven world. And the firms that embrace them will be the ones redefining what it means to be an AI-X firm.
What an AI-X firm looks like
An AI-X firm operates with a fundamentally different approach to business. It leverages AI to transform workflows, decision-making and scalability. Instead of spending time on repetitive tasks, these firms automate processes, allowing CPAs to focus on higher-value advisory work. Decision-making becomes more strategic and data-driven, with AI analyzing trends, predicting client needs and enabling firms to deliver personalized services with greater accuracy.
Scalability is no longer tied to headcount. AI tools enhance efficiency. That allows firms to take on more work without constantly expanding their teams. But beyond technology, the true hallmark of an AI-X Firm is its culture. It embraces innovation, fosters continuous learning, and remains agile in the face of change.
The AI-X Firm doesn't just use AI — it thinks differently about business, growth and client service.
Shape the future of your firm
The firms that get started with AI today will define the future of the profession. This isn't a wait-and-see moment. It's a take-action moment. Start by asking yourself: What can I automate today? What can I test tomorrow? What's stopping me from experimenting with AI right now?
If you're ready to shift your mindset and start moving toward AI-powered excellence, you're already ahead of 90% of the profession. Don't be the firm that looks back five years from now realizing you missed the opportunity. Be a market shifter. Be an AI-X Firm. Lead the future.
