Jason Hurwitz reveals AI’s future in the industry as low customer trust shows resistance

The majority of UK financial firms are adopting artificial intelligence, but are customers ready to be advised by a machine?

Jason Hurwitz, CEO of STAR Asset Finance, explains why human expertise remains critical in an AI-driven finance market despite the technology’s benefits.

A 2026 parliamentary report suggests around 75% of UK financial services firms are now using artificial intelligence. The sector is “substantially outpacing” others in AI adoption, with use cases ranging from fraud detection and customer education to personalised financial advice.

However, while customers are increasingly seeing financial providers adopt AI, many remain wary about relying on it for advice. A YouGov poll found that 61% of Britons would switch provider if human support were removed.

While the research focuses on consumer sentiment, the issue of trust is also likely to have implications for commercial lending, where relationships, judgement and an understanding of individual business circumstances remain important.

Jason Hurwitz, newly appointed CEO of STAR Asset Finance, which specialises in asset finance for UK SMEs, believes the industry needs a philosophy of responsible innovation that balances the benefits of technology with the value of human decision-making.

For Hurwitz, AI will inevitably change asset finance, but rather than diminishing the role of brokers and finance professionals, it should enable them to deliver greater value to customers.

“Yes, the asset finance industry is being changed by artificial intelligence. Its role in improving efficiency, accelerating decision-making and delivering a more responsive customer experience is undeniable.

“The question is what this means for the future of asset finance brokers and human expertise. For me, that expertise remains essential in supporting the businesses we work with.

“AI won’t replace brokers; it will reshape their role and raise expectations. The value of human expertise has never been limited to processing applications and introducing customers to lenders. We interpret individual circumstances, understand commercial objectives and navigate complex lending criteria.

“The human of it all sits at the top of advice, structuring finance in a way that works best for the customer.”

“While artificial intelligence can support the process by analysing information and automating initial assessments, it cannot replicate human judgement. Building trust and establishing relationships are critical to the sector and remain distinctly human.”

Three principles for adapting to AI

With YouGov polling suggesting just 19% of Britons are comfortable receiving AI-generated financial advice, Hurwitz identifies three principles that could help the finance market capitalise on the technology’s benefits while addressing customers’ concerns.

Adopt the immediate benefit – eliminating admin

“Reducing repetitive and time-consuming administration is one of the most obvious benefits of artificial intelligence in the here and now. Human experts should not be spending significant amounts of time gathering information, re-entering data and working across different lender systems.

“Data capture, standardising applications and proposal matching can all be streamlined by technology. We want to free up more time for brokers to understand customers’ wider plans, advise on funding strategy and structure complex transactions. The broker should be the strategic adviser, not the AI.”

Don’t remove personal contact

“Over-automation risks removing the reassurance and clear explanations customers value when making important financial decisions. Striking the right balance is essential.

“AI has the potential to personalise customer journeys by identifying patterns in data, but that should support brokers in anticipating funding requirements, tailoring recommendations and responding more quickly.

“Brokers using the technology effectively will be better placed to meet the challenge of compressed timelines and growing expectations for tailored solutions, while continuing to invest in their expertise, sector knowledge and customer relationships.”

View AI as an enabler, not a threat

“The most successful finance brokers will combine technology with their lived human experience. They can improve efficiency while continuing to provide context, clarity and strategic direction.

“AI can help identify immediately available options, but it is the broker who explains those options, understands the customer’s priorities and demonstrates the true value behind the advice.”

For Hurwitz, the future of asset finance is therefore unlikely to be a choice between technology and people. Instead, AI offers an opportunity to remove administrative burdens and accelerate processes, allowing brokers and finance professionals to devote more time to the areas where human expertise adds the greatest value – understanding businesses, building relationships and providing informed advice.