As AI becomes embedded in financial planning, this session challenges advisers to take a closer look at how they manage conflicts of interest in practice—whether actual, perceived, or emerging. Through practical case studies, it shows how commercial incentives, relationships and technology can shape decisions in ways that aren’t always obvious. The session makes one thing clear: AI can produce content, but it cannot assess appropriateness, context, or consequences. Strong advice isn’t defined by efficiency—it’s defined by the judgement to recognise risk, and act in the client’s best interests.

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