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While many brokers have dabbled in artificial intelligence (AI) – experimenting with ChatGPT prompts, testing AI transcription software or trying basic automation – AI and digital marketing expert Adam Franklin warns that too few are embedding these tools into the daily rhythm of their businesses.
The difference between trying AI and actually making it work at scale is stark. “Curiosity opens the door, but capability builds the system,” Franklin said. “It’s one thing to ask ChatGPT a question; it’s another to integrate AI into your client follow-up, compliance checks and marketing in a way that’s strategic, ethical and compliant.”
Franklin said the pattern is easy to spot. “Often a broker hears about a competitor automating client onboarding, tries to replicate it, but without a clear process, results are patchy, compliance concerns creep in and the team reverts to old habits.”
The result is what he called the “curiosity-capability gap” – a cycle of tech FOMO followed by quiet abandonment. Early movers, on the other hand, are turning AI into a genuine competitive advantage, delivering faster client service, running leaner operations and keeping a marketing presence running without constant input.
Franklin, who is an AI and digital marketing expert and facilitator for the new AI Edge for Mortgage Brokers program taking place on 15 September in Sydney, said the key is starting with tangible, low-risk wins.
“I’ve seen brokers reclaim an hour a week just by automating one repetitive task,” Franklin said. “That builds confidence. Soon, you’re saving 10 hours a week, which frees you up for higher-value work like relationship building and strategic planning.”
Franklin said that momentum compounds, but timing is critical. “With aggregators now piloting AI tools for their broker networks, the brokers who already have the skills to integrate and adapt those tools will leap ahead. Those still at the dabbling stage will be playing catch-up.”
To address this capability gap, The Adviser and Broker Daily’s sister brand, Captivate Q, has launched AI Edge for Mortgage Brokers, a one-day, hands-on workshop designed to help brokers embed AI into their businesses.
The series will debut in Sydney on 15 September at QT Sydney, with Melbourne, Brisbane, Perth, and Adelaide dates to follow.
Program director Louisa Thomas said the workshop is about helping brokers move from experimentation to confident, compliant execution.
“AI is no longer a side project -– it’s becoming part of how leading brokerages operate every day. Those who build capability now will be the ones with the genuine competitive edge.”
Spaces are strictly limited to 40. More information and tickets are available at www.aiedge.au/mb.