Columnist

The importance of human insight in an AI world

We all know by now that artificial intelligence (AI) can be a powerful ally in running a business.

The right tools can slash time spent on routine tasks like data analysis and basic document preparation, freeing up time for more thinking and value-added work.

But if businesses outsource almost everything to AI, risks could emerge. 

You may save time and money initially but soon lose control over the nuance, the design and, worse still, the human insight that makes your business what it is. 

These are the things that matter most, especially in knowledge-based professions like law and finance that rely on trust, judgement and experience.

At Blu Sky, we have implemented AI technology to help cut down on our internal admin time, but only as a tool that amplifies human capability, rather than replacing it. 

AI can flag a possible compliance issue or draft a client report in moments, but it’s human expertise, analysis and empathy built on years of experience that can make the difference between sound advice and serious consequences.

When teams rely on automated outputs alone, they risk becoming detached from what matters to their customers. 

They miss having a sense that a real expert is listening, interpreting and guiding them towards the right solutions. 

That weakens trust, and we simply can’t let technology create distance in human relationships at a time when society is becoming more and more divided.

AI currently lacks context. 

It can’t appreciate a regional nuance or a local regulatory subtlety that could tip the scales in a high-stakes decision. 

Only you – as someone working within that business, or as a trusted consultant – can.

This isn’t to say AI isn’t valuable.

But it is clear that AI works best when used intentionally and thoughtfully as an assistant for hard-won human knowledge and skill, while also protecting confidential data. 

There are ways firms can harness AI wisely and keep human insight front and centre; consider developing AI tools in-house or with trusted partners, so that you can guide design, align ethics and preserve your values and data security.

Let AI handle repetitive admin, but free your teams to focus on interpretation, strategy and client connection. This is where the real value of a business lies.

Finally, be transparent with clients, partners and suppliers about AI’s role in your business. 

Help them understand where technology supports your work, but make it clear that final understanding and decision-making always comes from human expertise.

There’s a reason why the North East is known as one of the friendliest and trusted regions in the UK; we thrive on meaningful person-to-person interaction.

And that’s just as true for our business community. 

Audits, contracts and financial plans all matter, but they deliver the greatest impact when wrapped in a conversation, and when delivered by someone who understands your business history, your goals, your industry and the local business landscape.

AI can be transformative. 

It can reduce cost, speed up delivery and free up time to do more valuable work. 

But if we let it take over without the human purpose, context and voice that underpin our businesses, we risk losing what makes us truly indispensable. 

Let’s keep human insight at the centre of everything we do.

Jon Dudgeon is co-founder and chief executive of North Shields, Newcastle and London-based accountancy and business advisory firm Blu Sky

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