Morgan Wilson on AI in accounting: automate notes, keep judgement human
Morgan Wilson, Founder & Director of creditte Pty Ltd, works with a Brisbane-based accounting and advisory firm serving Australian small and medium business owners. The conversation explores where AI can take on administrative work, why tax research still calls for human judgement, and how AI assistants are beginning to feature in client enquiries.
Use AI for administrative tasks such as meeting notes, but keep professional judgement at the centre of client tax advice. Morgan Wilson also recommends setting firm-wide AI and client data rules before staff adopt separate tools.
What’s the quick origin story of your business, and what makes what you do genuinely different from the other options your customers are looking at?
I always wanted to own a business. Accounting was meant to be the backup plan. I worked at a few firms I didn’t enjoy, then took a CFO role with a client where I could do things my way. That turned into creditte, which I started in Brisbane in January 2021. I’d spent years building goodwill in my network, so we opened with support already in place.
What’s different is what happens after the tax return. Most owners pay for compliance and never get advice. We still work the way I did in that CFO role. We act as the finance function for small and medium businesses, from start-up right through to selling.
Where does most of your new business come from today, and where do you wish it came from?
Most new clients come through people. Existing clients, brokers and other advisers who’ve seen how we work.
I’d like more to come from owners who find us through what we publish, especially owners getting ready to buy or sell a business. That’s where we add the most value. Referrals are great, but they only reach as far as your network.
What’s one thing you’ve actually handed over to AI in the last year, and one thing you tried it on and went back to doing the human way?
Handed over: meeting notes. AI records and summarises our team meetings, so I spend the meeting listening instead of typing.
Went back to the human way: tax research. We tried AI as a research tool and it gets you almost there. But on a client’s tax position, almost isn’t enough. Nothing beats professional judgement.
Have you noticed a change in how customers find you or what they already know before they reach out? Is anyone arriving through AI assistants like ChatGPT yet?
Yes, and it’s started. We’ve had enquiries come through ChatGPT, Claude and Gemini. Three so far, so it’s early. Referrals still do the heavy lifting.
What I expect to change first is the opening conversation. Owners will arrive with an AI answer already in hand. My job will be telling them which parts fit their business and which parts don’t.
If you were advising someone in your industry on all of this for the next 12 months, what would you tell them to actually do, and what would you tell them to ignore?
Do three things. Pick one AI setup for the whole firm and set your client data rules before anyone starts. If everyone builds their own, you end up with six versions of the truth inside a month. Hand AI the admin, like meeting notes, and keep the judgement for people. Then move your time toward advice. Compliance is where AI gets close. Advice is what clients will still pay a person for.
Ignore two things. The tool of the week. Nobody gets better results from having another login. And the panic about AI search. Being worth referring still matters more than being recommended by a chatbot.
Thank you to Morgan Wilson and the team at creditte Pty Ltd for sharing what actually worked with Leaders Perception readers.
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