By Lisa Namm, LBMC Director of Brand and Public Relations
When people ask how to “get started with AI,” we often tell them: Don’t start with the tool — start with the problem.
At LBMC, we’ve learned that AI adoption isn’t a one-time project — it’s a strategic mindset rooted in curiosity, structure, and measurable impact. Over the past five years, our teams have been leveraging AI within existing systems — CRM platforms, marketing technology, data analytics — well before AI became the headline of every business conversation.
Building from the Inside Out
“Our journey began with a focus on optimization through tools we already trusted,” says Suzanne Reed, LBMC’s CMO and a national growth, client experience and MarTech expert.
“Platforms such as Introhive, Propense.ai, and Vertical IQ now help our teams identify client opportunities, personalize outreach, and predict needs more effectively. These solutions enhance, not replace, the human relationships that drive our growth. We’ve also advanced our marketing operations through Clearview Social and internal automation that helps our leaders stay visible and engaged on LinkedIn without increasing their workload. The result? More authentic visibility for our people and a more connected client experience.”
LBMC AI Flow: Turning Curiosity into Strategy
Recognizing that many organizations were asking, “Where do we even begin?” we created LBMC AI Flow, a practical framework to help clients assess, plan, and execute their AI journey responsibly. Led by Jon Hilton, LBMC’s AI Leader, AI Flow starts with one question: What problem are you trying to solve?
From there, we guide executive teams through discovery workshops designed to align AI capabilities with business strategy.
“Most firms start in the wrong place,” says Hilton. “They jump to tools before understanding their challenges. The right approach begins with clarity — knowing your pain points, what data you have, and where AI can truly create value.”
Guardrails and Governance
As enthusiasm for AI grew, so did our commitment to responsible use. We developed internal guardrails that limit AI-generated content to 20% or less, ensuring accuracy, compliance, and authenticity. Every data point is validated, and we continually assess the impact of AI-driven material on SEO performance.
Our approach has also included close coordination between marketing and IT to ensure privacy and cybersecurity remain top priorities. As Hilton notes, “There’s no shortcut to responsible innovation; it takes structure, testing, and a lot of learning along the way.”
AI in Practice: Where It’s Driving Real Value
While the hype around AI often focuses on what’s possible, our focus remains on what’s practical. AI has become an integral part of LBMC’s award-winning thought leadership engine — from strategic content creation to client intelligence.
“We’re not just using AI to generate ideas,” says Reed. “We use tools like ChatGPT and proprietary research workflows to synthesize complex financial, tax, and business data faster than ever before — but everything still runs through human validation. We’ve seen AI dramatically accelerate the research phase for our thought leadership, helping us find patterns, connect insights, and turn raw information into something meaningful for readers and clients.”
LBMC’s marketing team has also experimented with generative AI to tailor communications based on platform specifications — optimizing ad and post copy for specific channels, dimensions, and audiences. This allows for speed and precision while freeing up creative capacity for strategy and storytelling.
But Reed cautions that efficiency alone is not the goal. “AI is not the nirvana everyone thought it would be,” she explains. “You still have to know what good looks like. If you don’t understand the business, if you don’t understand the client problem, then you can’t expect the output to make sense. AI is only as smart as the person using it.”
That mindset has earned LBMC national recognition for authenticity and responsible brand building in communications as well as top 3 Employee Brand Ambassador program. The firm’s thought leadership program — powered by data-driven insights and augmented by tools like Introhive, ChatGPT, and internal AI models — has received industry awards for quality and influence, helping clients and professionals alike navigate change with clarity and confidence.
Beyond the Hype: Preparing for 2026 and Beyond
As firms and CEOs plan their strategies heading into 2026, one question keeps surfacing: What should my AI strategy be?
Hilton and Reed agree the answer starts with focus. “AI fatigue is real,” Hilton says. “But so is the opportunity. The key is to narrow in on one or two business challenges and look for the intersection of data, people, and process. That’s where AI can move the needle.”
LBMC’s AI Flow workshops often serve as a launching pad for this process — helping leadership teams clarify where AI can deliver measurable value. From automating financial data workflows to optimizing sales enablement and marketing attribution, the sessions help leaders connect AI to strategy, not just technology.
AI will require strong leadership in 2026 with C-Suite taking courageous steps to move from curiosity and tinkering with ChatGPT and Co-Pilot and move to actually thinking of real, high value use cases where AI Agents can be employed on business processes for automation.
“For AI to succeed and add value, all signs point to C-Suite leading from the front by communicating vision, telling the AI story and plans for 2026, and talking about how they are using it,” says Hilton. “If AI is relegated to IT and CIO to lead by themselves, the likelihood of failure or little progress grows quite high.”
AI Strategy should not be a massive organizational effort.
“We employ our AI Flow Strategy Workshops to use a 4 or 8 hour workshop with key stakeholders to develop a vision, mission, AI use cases, and a roadmap for 2 – 3 use cases in 2026,” Hilton continued. “This can all be done in a few weeks of effort.”
Reed adds, “It’s important for CEOs to understand that AI adoption doesn’t have to mean starting from scratch. Many already have AI embedded in their technology stack — they just need to unlock it strategically.”
The Human Equation: AI as an Amplifier of Trust
In the end, LBMC’s philosophy is simple: AI should make us more human, not less.
By combining human expertise with intelligent systems, firms can improve efficiency, uncover insights, and strengthen relationships — the true drivers of trust and growth.
“AI allows us to ask better questions,” says Reed. “It’s not replacing expertise — it’s extending it. Our clients want to know how to use AI responsibly, where it drives ROI, and where to stay grounded in human judgment. That’s where we come in.”
As the business landscape continues to evolve, LBMC’s integrated approach — part innovation lab, part strategic advisor — positions the firm at the forefront of helping clients turn AI into advantage.
To learn more about LBMC AI Flow or to schedule a discovery workshop, contact:
Jon Hilton, Shareholder and Practice Leader, LBMC AI — jon.hilton@lbmc.com
Jon Hilton leads LBMC’s AI & Data Insights practice, helping organizations turn AI potential into measurable business outcomes. A data scientist and former U.S. Army officer, Jon brings a disciplined, strategic approach to innovation. He developed LBMC’s proprietary AI Flow framework to help executives define, align, and operationalize effective AI strategies.
Suzanne Reed, Chief Marketing Officer — suzanne.reed@lbmc.com
Suzanne Reed is a strategic marketing leader with more than 25 years of experience driving growth for professional and financial services firms. As CMO of LBMC, she leads brand, digital, and client experience initiatives that elevate market visibility and business performance. Known for integrating technology and storytelling, Suzanne champions responsible AI adoption that enhances—rather than replaces—human insight.
About LBMC
LBMC is one of the Southeast’s largest accounting and business consulting firms and a nationally recognized top 40 firm serving more than 11,000 clients with diverse needs across a spectrum of industries. A USA Today Top Recommended Firm, LBMC was named a 2025 Fortune Best Workplace in Consulting & Professional Services and a six-time national Certified Great Place to Work. Primary client groups include privately-owned and private-equity-backed middle market companies in the healthcare, manufacturing/distribution, real estate, and technology spaces. LBMC leverages advanced business intelligence and AI technologies to drive growth, efficiency, and strategic insights for our clients. Founded in 1984 as a traditional accounting firm, LBMC today is an industry leader in audit, tax, advisory, technology, human resources, and wealth advisory services for businesses and individuals. LBMC has more than 1,000 team members, with offices in Nashville, Chattanooga, Knoxville, and Memphis, Tennessee; Louisville, Kentucky; and Charlotte, North Carolina and remote offices. For more information on LBMC’s experts and comprehensive services, visit our website or call 615-377-4600. Discover career opportunities and learn more about how LBMC’s services and culture can support your business goals. Connect with us on LinkedIn for the latest insights on talent, client engagement, and business growth.
