AI Can Be Helpful, But It’s Not a Substitute for Picking Up the Phone

Recently, we’ve seen something that’s becoming increasingly common. Directors and business owners speaking to us with a plan in mind, which we believe that they’ve found online or generated using AI.

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It usually starts with a familiar phrase:

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 “I heard there’s a way to…”

“Someone said we could just…”

“I’ve been told if we do this…”

And we understand why, when a business is under pressure, the instinct is to look for solutions. Particularly when finances are tight, it’s tempting to research, ask questions online, and try to find a route that avoids cost or buys time.

AI makes that feel easier than ever. It can produce confident, well-structured answers in seconds. On the surface, those answers often sound logical and reassuring.

The difficulty is that restructuring and insolvency situations rarely have neat,theoretical solutions.

They depend on context.

They depend on timing.

They depend on the behaviour of creditors.

They depend on the directors’ conduct and the company’s history.

They depend on risk.

These are things AI simply can’t see.

We’ve recently seen situations where directors have followed ideas that sound workable in theory but don’t hold up in practice. Conversations stall. Positions become entrenched.

Matters that could have been resolved quickly become more complicated and, ultimately,more costly.

We’ve also seen the opposite, situations where a short conversation at the outset could have provided clarity, reassurance and a sensible route forward.

That’s the key difference.

AI can summarise general information, it cannot apply professional judgement to your specific situation.

In restructuring and insolvency, small misunderstandings can have significant consequences. Decisions made at the wrong time, or based on incomplete information, can affect directors personally, change outcomes for creditors,and limit the options available.

That’s why early conversations matter.

Often, the questions we’re asked at the start are straightforward:

• Can I close the company this way?
• What happens if I stop trading?
• Do I have personal risk?
• Can the business be saved?
• What are my options?

These aren’t questions that need a complex strategy. They need context, experience and a practical discussion.

Sometimes the answer is reassuring, sometimes it’s not the answer you were hoping for, but either way, you have clarity and clarity allows you to move forward.

We’re not suggesting AI doesn’t have a place. It can be a useful tool for understanding terminology, preparing questions, or organising thoughts, but it should be the starting point, not the decision maker.

If you’re facing pressure in your business, or simply trying to understand your options,the most effective step is often the simplest one:

Pick up the phone, ask the question and speak to a human, as we’d welcome a discussion.

We find that having a short discussion with you can prevent you from feeling unnecessarily stressed and potentially avoid costly missteps.

At Certus we are always happy to talk things through, even if you’re not sure whether you are ready to take formal advice.