A new Gallup poll conducted in partnership with Edward Jones reveals a striking disconnect in how Americans and Canadians approach artificial intelligence for financial matters. While 18% of U.S. adults and 21% of Canadians have turned to AI tools like ChatGPT or Claude for financial guidance, only 3% of Americans and 4% of Canadians express a high degree of confidence in the advice they receive. The survey, which polled 5,075 U.S. adults and 2,117 Canadians, underscores a persistent trust gap that industry leaders say is actually a positive signal for human advisors.
David Chubak, head of wealth management at Edward Jones, told InvestmentNews that the findings reaffirm the critical role of human advice in an increasingly digital world. “Some like to frame it as the advisor versus the AI machine,” he said. “But the research shows that people are using AI as a supplement, not a replacement, for professional guidance.” Chubak emphasized that AI is a tool that can enhance—not replace—the advisor-client relationship, helping to solve problems and drive better outcomes.
Edward Jones has already deployed AI tools to its roughly 21,000 financial advisors, assisting with scheduling, note-taking, and information sharing. According to Chubak, advisors typically save about four hours per week on administrative tasks, with some seeing even greater time savings. The firm has also invested in AI-powered platforms through its venture arm, Edward Jones Ventures, including estate settlement platform Alix and equity compensation education platform Grantd. Additionally, Edward Jones recently partnered with Carefull, a financial safety platform, to help advisors protect clients from fraud.
The broader wealth management industry is also embracing AI. A PwC report released this week found that financial firms are increasingly tying compensation to AI proficiency. The Orion Advisor Wealthtech Survey revealed that more than half of respondents believe AI and automation will have the biggest impact on firm success by 2026 and beyond. This trend is further highlighted by recent AI-driven consolidation in wealthtech, as firms race to integrate advanced capabilities.
Despite the enthusiasm for AI, the Gallup-Edwards Jones study also explored the concept of “financial fulfillment”—a state where finances support one’s desired lifestyle, security, and control. The research found that financially fulfilled adults are significantly more likely to seek professional advice. In the U.S., 60% of financially fulfilled guidance-seekers have worked with a professional advisor, compared to 33% of those described as “financially conflicted” and just 14% of the “financially stressed.”
Chubak argues that financial fulfillment is not something a tool can deliver. “Financial fulfillment as an outcome is really delivered not by a tool, it's delivered by an experience,” he said, referring to the experience of receiving sound advice, acting on it, and revisiting it over time. That human-centric approach, he believes, is what ultimately drives client satisfaction and loyalty.
For advisors, the message is clear: AI can handle routine tasks and data analysis, but the trust and empathy required for meaningful financial guidance remain uniquely human. As AI-related legal challenges and security concerns mount, the value of a trusted advisor becomes even more pronounced. The survey’s findings suggest that while clients are willing to experiment with AI, they still crave the reassurance and personalized attention that only a human advisor can provide.
