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AI and marketing coach Adam Franklin said the industry is still in its “adoption phase”, with most brokers using AI for speed and efficiency rather than redesigning their firms to be AI-first.
Broker Daily sat down with Franklin ahead of his upcoming keynote speech at the Better Business Summit 2026 to discuss where brokers are gaining traction with AI and where they risk falling behind.
Franklin trains advisers, brokers, accountants, and agents to grow and streamline their businesses using AI through his ‘Replicate Yourself’ system. He has coached hundreds of private clients and taught thousands of students through his online courses and programs.
From digital marketing to AI
Having spent over 20 years in industry, initially helping firms adapt to emerging digital and social media channels, Franklin said he has witnessed firsthand how quickly technology cycles reshape professional services.
“When we started, it was very much focused on digital marketing – social media, YouTube, all of those platforms were coming into the mainstream business world. We would help businesses adapt to using those tools productively,” he said.
Franklin’s introduction to mortgage broking came 11 years ago through the Better Business Summit.
“That gave me a real affinity with the mortgage broking world. I’ve worked closely with brokers ever since,” he said.
“As technology has evolved, my business model has evolved with it. And AI is where most people are certainly hearing about at the moment. The industry is embracing it to different degrees.”
Speed is the starting point
Just like many other industries, Franklin said AI hit the broking world fast.
Franklin said most brokers began their AI journey with simple productivity gains.
“That’s a logical place to start, especially with marketing content or writing emails,” he said.
“In fact, the entire industry is in the adoption phase rather than the maturity phase. What I’m seeing is that brokers are sort of experimenting with it a lot at the moment, whereas only a small number are really redesigning their business to be or their business model to be AI first.”
Tasks such as summarising documents, drafting emails, generating meeting notes, and automating elements of workflow are common entry points.
Franklin stressed this should not be underestimated.
“Brokers can use AI to reduce admin time and improve their responsiveness, which then frees them up to focus on the relationship side of things and the high-trust activities,” he said.
“These are activities that brokers are more keen to do, and they add more value to the client experience.”
However, he believes the real opportunity lies beyond speed.
“What I’m seeing is that brokers are experimenting with it a lot at the moment, whereas only a small number are really redesigning their business model to be AI first,” he said.
“What AI has done is give brokers more bandwidth. That’s opening the door to what I think is going to be more impactful – retention and operational intelligence in the business.”
Broking remains fundamentally human
Despite concerns that AI may dilute personal service, Franklin said that the core value proposition of broking remains unchanged.
“The human touch of broking won’t be going, and it shouldn’t,” he said.
“If AI handled the admin and the number crunching, you’re still responsible as the broker for compliance and regulation. It’s your neck on the line.
“AI won’t replace advice. It won’t replace judgement. It won’t replace trust. That’s where the broker comes into their own.”
Beyond efficiency gains, Franklin said AI’s greatest leverage may lie in strengthening broker judgement rather than replacing it.
“It’s not about abdicating your thinking,” he said.
“I think we can use AI as a thinking partner – challenge me, look for my blind spots, be devil’s advocate. Let’s have a conversation about the bigger picture.
“It’s that thinking and judgement where the real leverage lies.”
Pitfalls
While uptake is accelerating, Franklin warned that governance frameworks are not keeping pace.
“The biggest mistake is rushing into it without the guardrails in place,” he said.
“AI is often just an enthusiastic cheerleader. It will encourage you, even if it’s not compliant.”
He said brokers must ensure AI tools are configured with appropriate regulatory and business parameters, particularly in a tightly regulated environment.
“At the moment, brokers are adopting AI tools faster than they’re adopting proper governance,” Franklin said.
Issues such as prompt governance, data privacy, and liability need to “go hand in glove” with adoption, he said.
“You can’t be too gung-ho without also having the privacy, governance and compliance side keeping up,” Franklin said.
Late adoption v early immersion
Franklin also differentiated between older and more experienced brokers who are adopting AI into their workflows and what he called “AI natives”, who are entering the industry with AI already embedded in their professional lives.
“AI natives see the world through a different lens because they’ve grown up with digital,” Franklin said.
“They’ve grown up with these tools. It’s natural for them, as opposed to other generations who may wonder where this all fits in.
“It’s interesting, because AI is often being adopted from the ground up, rather than the top down. I would encourage businesses, give the younger generation the flexibility to drive some of these initiatives, because that’s what may transform your company, and that’s where you’ll learn things.”
Many of these themes will be covered in depth at Franklin’s keynote speech at the Better Business Summit, where he will explore how brokers can use AI for both speed and strategy.
“The Better Business Summit is fabulous as a platform,” he said.
“People can hear from a range of thought leaders, but the speakers, the exhibitors, they’re all super specific for the industry, and everyone’s very approachable and relatable.
“Hundreds of people coming together for the day, learning from each other and celebrating excellence. It’s a tremendous atmosphere, a tremendous learning experience and a tremendous networking opportunity.
“That’s one thing AI will never replace.”
You can hear more from Adam Franklin and how brokers can build an AI-first business at the Better Business Summit 2026, run with the support of principal partner NAB.
The Better Business Summit will return in March and April 2026, bringing a five-state roadshow designed to help brokers sharpen strategy, lift performance, and stay ahead as competition intensifies across residential, commercial, and specialist finance.
Running across Brisbane, Adelaide, Perth, Sydney, and Melbourne, the summit will feature a full-day agenda led by senior industry figures, elite performance leaders, and digital and AI specialists, with each event capped at 500 attendees.
Click here to book your tickets and don’t miss out!
For more information, including agenda and speakers, click here.
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