AI Is Changing How Clients Research and Pressure-Test Financial Advice, Pacific Life Survey Finds

• 43% of professionals surveyed providing financial advice say their clients are using AI to validate or challenge financial recommendations
• 42% say AI tools and digital assistants are where their clients most often conduct financial research before engaging
• Financial professionals point to early family conversations and relationships with heirs as key challenges in the transfer of wealth to younger generations

NEWPORT BEACH, Calif.--(BUSINESS WIRE)--Artificial intelligence is quickly reshaping the relationship between financial professionals and their clients. According to a new Pacific Life survey, 42% of respondents say clients most often conduct financial research using AI tools and digital assistance, while 43% say clients are using AI to validate or challenge financial recommendations.

The survey was conducted during Pacific Life’s 2026 Educational Symposium, held September 22–25 in Huntington Beach, California. The biennial event brings together financial professionals to learn from industry experts and one another while exploring emerging trends and best practices.

Beyond AI, the findings point to broader shifts in client expectations and relationships, particularly among younger generations and as families prepare to transfer wealth to the next generation.

AI Reshapes the Financial Advice Conversation

The findings suggest that AI’s influence extends beyond how clients gather financial information to how they engage with financial professionals. While 43% of respondents said clients are using AI to assess financial recommendations, another 21% said clients are bringing inaccurate or misleading AI-generated information into conversations. 15% said clients are arriving with more sophisticated questions and research.

The findings also point to a broader shift in where clients are turning for financial information. AI tools and digital assistants ranked ahead of friends, family, or peer referrals (21%), search engines and traditional financial news sources (16%), social media platforms (16%), and podcasts or short-form video (5%) as the place clients most often conduct their own financial research before engaging with a financial professional.

“The average person has access to more financial information than ever, but more information does not necessarily mean greater clarity,” said Kevin Kennedy, SVP, Chief Sales and Marketing Officer of Pacific Life’s Consumer Markets business. “As AI becomes part of how people research and evaluate financial decisions, the role of the financial professional becomes increasingly important to help clients validate that information, put it into context, and understand what it means for their individual goals and circumstances.”

Younger Generations Bring New Expectations

Those evolving relationships take on added significance as families prepare to transfer wealth to younger generations. When asked how Millennial and Gen Z clients are changing the traditional financial professional relationship, respondents said:

• 28% expect faster, more digital engagement;
• 26% increasingly use AI or other digital tools to research or validate financial advice; and
• 15% are more skeptical of traditional financial advice

Wealth Transfer Challenges Begin Before Assets Change Hands

Twenty-eight percent of respondents cited families not discussing wealth and inheritance early enough as the industry’s biggest challenge when it comes to the great wealth transfer, while 25% cited building relationships with heirs before wealth transfers. Another 15% pointed to heirs being unprepared to manage inherited wealth, and 15% cited different financial priorities between generations.

The transfer of wealth is also affecting financial planning conversations today. When asked which concern is causing clients to reconsider their financial plans most, a fifth (21%) said transferring wealth to the next generation—the most selected response. Inflation and cost of living and tax uncertainty followed at 18% each, while 16% cited geopolitical uncertainty.

“The wealth transfer findings reinforce that successful planning starts well before assets change hands,” said Kennedy. “For financial professionals, this means building relationships across generations and helping families start conversations about wealth and inheritance earlier. At Pacific Life, we're committed to helping these professionals navigate those evolving needs with solutions, expertise, and support grounded in the promises we make and keep, so they can help clients plan with confidence for generations.”

Survey Methodology

Pacific Life's 2026 Educational Symposium survey collected anonymous responses from 113 financial professionals focused on affluent clients. The survey was conducted in person during the event.

About Pacific Life

Pacific Life provides a variety of products and services designed to help individuals and businesses in the retail, institutional, workforce benefits, and reinsurance markets achieve financial security. Whether your goal is to protect loved ones or grow your assets for retirement, Pacific Life offers innovative life insurance and annuity solutions, as well as mutual funds, that provide value and financial security for current and future generations. Supporting our policyholders for nearly 160 years, Pacific Life is a Fortune 500 company headquartered in Newport Beach, California. For additional company information, including current financial strength ratings, visit PacificLife.com.