Connect with us

Accounting

Getting AI referrals means optimizing for bots

Published

on

Artificial intelligence is fast becoming a source for new client leads—as more people use the technology to research complex accounting and finance questions, public models like ChatGPT have started referring users to accounting firms germane to their particular issues. While the number and nature of such leads can vary, firms across the country have been seeing leads from AI bots, and likely will see more in the future. 

A diverse array of firms have been getting leads from AI bots, ranging from small local boutique firms to large firms with multinational footprints. But one thing they all have in common is a robust internet presence built by active and ongoing digital marketing efforts. This is because public AI models generally tend to get their information from scraping the internet, so the more online a firm is, the more likely it is a bot has absorbed its content. 

For example, Katherine Bunschoten, head of North Carolina-based Certum Solutions, noted her firm has significant presence on YouTube and social media platforms as well as a great deal of resources and thought leadership content on its site. This has led to a regular stream of referrals from AI bots. 

AI referrals 2

mayucolor – stock.adobe.com

“They found us through our content,” she said. “What I think is happening is people are looking for how to do things or how to learn things through these answer engines, through artificial intelligence like ChatGPT, and we actually have content out there. We love developing our own content, so they were running into some of our content, but it was brought into the answer engine.”

Patrick Camuso, head of digital asset specialist firm Camuso CPA, agreed that a strong online presence is vital if one wants to get noticed by AI. While he is getting a large number of AI leads, he doesn’t think this is because he discovered one weird trick to getting the bots to recognize him. He believes instead that the leads are the combined result of not only content he puts out himself but the videos and podcasts he has appeared on, as well as what is published about him in places like Accounting Today

“It’s basically like every piece of marketing you’re putting online can, to a certain degree, impact AI. All of them are going to pull from different sources to different degrees and weigh their importance differently, but overall there’s not necessarily one thing you can do. … The real results come from having all these fundamental things in place,” he said. 

Similarly, Katherine O’Toole, chief marketing officer for Top 25 firm PKF O’Connor Davies, noted that her own firm was aware that AI would likely become a factor in the firm’s marketing and so accounted for it in its search engine optimization strategy.

“After ChatGPT first launched, we approached it like our SEO strategy where we identified keyword groups, built out a strategy based around brand awareness and conversions to develop content specific for the users’ needs, while monitoring AI referrals to our website and staying abreast of industry trends and insights,” she said. 

Meanwhile, Tanina Khanuja, Top 25 firm Withum’s digital marketing director, said the firm’s already active SEO efforts began to naturally bleed into AI optimization as time went on, as it raised the same kinds of questions about how content was structured.

“We did make that active change early on. We also paid very close attention to the structure of our content: Is it simple for bots to read, is it structured the right way, does it have [marketing software] Schema in the back end telling Google what type of insight it is?” she said.

Becky Livingston, founder and CEO of accounting-focused marketing consultancy Penheel Marketing, felt this made sense, as what she has observed is that the likelihood of a firm getting AI referrals was not a function of size but the diligence and consistency of its digital marketing, especially SEO. A lot of AI optimization isn’t that much different from traditional SEO techniques, she added.

“It’s not that much different, technically. The [challenge] is focusing on answering your target market’s questions because people are usually asking questions to get the search result snippets. But otherwise you’re doing the same thing: You’re using your SEO keywords, you’re putting it in your headlines and subhead and alt tags. It’s still the same. The difference is you’re answering the question as your headline versus embedded inside the article. And you’re usually bullet-pointing steps instead of paragraphs as you organize the content,” she said. 

She added that currency is another factor; whether one is optimizing for search engines or AI, firms should not take a “set it and forget it” approach for their marketing because what people are looking for and what questions they’re asking can change with the season. Further, regularly updated content will be seen as more relevant and so be weighed higher for both AI and search engines. 

While firms had not been optimizing specifically for AI before, they are now, and in doing so are finding the same sorts of similarities to traditional SEO and digital marketing techniques Livingston talked about. However, as they refine their techniques over time, they are learning that similar does not mean identical.

Suzanne Reed, chief marketing officer for Top 50 firm LBMC, noted that it has started emphasizing blog posts that provide clear, direct answers to client questions versus high-level educational pieces. The firm is also tightening up content around key specialties it wants to be associated with, as well as investing in more AI-friendly solutions for its back-end marketing infrastructure. This is similar to what has always been done, but with some key differences. 

“The biggest difference is mindset. Traditional SEO is often about keywords and rankings. With AI, it’s about clarity and credibility. If your content clearly answers real questions in a trustworthy way, you’re more likely to get surfaced. We’re not abandoning traditional digital marketing, but we are adapting. AI is changing how people find professional services, and we want to be proactive about meeting them where they are,” she said. 

Khanuja said Withum was also planning content changes on its website: All page hits will have a “Why Choose Us” section to explain why her firm is particularly suited to addressing a specific issue, and all websites will have a summary at the top plus a set of key takeaways.

“We certainly cannot do that for everything, but a lot of our evergreen content we are now approaching [this way], making sure we have an intro, making sure we have all our headings in the right order for bots to read,” she said. 

Sasha Tchulkova, Withum’s marketing director, added that the content itself is also being rethought. Superficially, this means making sure pages have the proper tags and headers. But more deeply, it also means a mindset shift in how the firm presents its content in the first place. She has found that bots tend to prefer simple, direct, clear content that is arranged in an orderly manner, which might be a little different from how people have traditionally approached their online thought leadership. 

“It goes beyond marketing, into our teams delivering this stuff. … Customizing for AI does make them think a little differently than the tradition of putting all [their] thoughts into the article,” she said. Noting that they still want people to be reading these pieces, the new approach emphasizes content that is easy to understand for both humans and AIs. “It’s a real restructure on thought leadership and content as a whole.”

People also reported investing in more back-end solutions to increase AI visibility, such as O’Toole from PKFOD. 

“In 2025, we’ve been more proactive with purchasing plans on trusted platforms (like SEMrush) to gain deeper insights like favorability ratings, competitive benchmarking and prompt insights. With these insights, we’ve reassessed and updated content to get our website to show up more in relevant chats/outputs,” she said. 

While the art and science of AI optimization is a still-evolving field, firms have found even these rudimentary techniques have been yielding potent results. 

“We had no playbook for ‘getting recommended by ChatGPT,’ but we knew traffic and leads were being impacted by the new AI models, i.e., ChatGPT, Google Genius, Perplexity, etc. ,” said Reed. “We did not realize it was actually happening, though, until a few prospects mentioned it. That is when we shifted our content strategy and focused on publishing niche content, answering detailed questions, and keeping our site updated. It’s paying off in new ways we didn’t fully anticipate.”

However, Livingston from Penheel Marketing warned that optimizing for AI may also lead to backlash from humans. Firms need to remember to balance the interests of both in their marketing efforts, because while some humans may embrace AI referrals, others may be repelled by them. 

“I teach adult continuing education and I also teach traditional students, and both groups tell me of their distrust,” she said. “When they see AI search results, they often don’t believe them because they think they’re fabricated or faked or hallucinated, so they distrust it. That might be a drawback. Until we begin to believe the AI results are real, people won’t trust it as much as they would the search results sitting beneath the AI snipper.”

Continue Reading

Accounting

SEC’s Semiannual Reporting Proposal Faces Investor Pushback: What CFOs Need to Know

Published

on

U.S. Securities and Exchange Commission (SEC)

A proposal from the U.S. Securities and Exchange Commission to potentially shift some public companies away from quarterly financial reporting toward a semiannual model is drawing significant pushback from investors, even as it continues moving through the regulatory process. The debate has direct implications for corporate finance teams, auditors, and the broader transparency of U.S. capital markets.

What the SEC Proposed

According to a summary published by accounting advisory firm Cohen & Co., the SEC issued a proposed rule on May 19, 2026, aimed at simplifying financial reporting requirements for many U.S. public companies. The proposal would potentially reduce the frequency of certain mandatory disclosures from quarterly to semiannual, a structural change that has not been made to core U.S. reporting requirements in decades.

The proposal follows an extended debate within U.S. policy circles, with proponents arguing that reduced reporting frequency could lower compliance costs and free up management time for longer-term strategic planning rather than quarter-to-quarter results management.

Why Investors Are Pushing Back

Comment letters submitted in response to the proposal have been extensive, and according to Cohen & Co.’s review of the public record, investors “appear to be largely opposed” to the shift, viewing frequent interim reporting as a core benefit of U.S. capital markets relative to other jurisdictions.

Accounting and law firms have taken a more measured position, generally urging any changes to remain aligned with the Financial Accounting Standards Board (FASB), whose existing disclosure requirements and guidance are built around a quarterly reporting cadence. A shift to semiannual reporting without corresponding changes to FASB guidance could create friction between SEC filing requirements and GAAP-based disclosure expectations.

Lessons From the U.K. Experience

The debate is not without precedent. The United Kingdom moved away from mandatory quarterly reporting for listed companies in 2014, returning to a semiannual disclosure requirement. According to Cohen & Co.’s analysis, that experience offers a cautionary data point: there was no measurable increase in capital expenditure or R&D investment following the change, while analyst coverage of affected companies declined as reliable interim information became less available — a particular risk for smaller and newly public companies that rely on analyst coverage to maintain investor visibility.

Practical Implications for Finance Teams

Beyond the debate over disclosure philosophy, the proposal carries practical complications. Many companies have debt covenants and credit agreements structured around quarterly financial delivery; a shift to semiannual reporting could require renegotiating those terms. Reduced reporting frequency would also extend the “window of market silence” between disclosures, a factor that governance and investor-relations teams would need to manage carefully to avoid information asymmetry.

Separately, and unrelated to the reporting-frequency debate, the SEC and FASB have continued finalizing more routine updates this year. New Accounting Standards Updates are taking effect for December 31, 2026, fiscal year-ends covering income tax disclosures, credit loss measurement, induced debt conversions, and stock compensation, according to Eide Bailly’s review of 2026 ASU activity. Additional guidance on paid-in-kind dividends and environmental credits is also on the near-term horizon.

What to Watch Next

The semiannual reporting proposal remains in the comment and review phase, and no final rule has been adopted as of this writing. Finance leaders should monitor the SEC’s regulatory agenda for further movement, while treating the current quarterly reporting requirement as the operative standard until any final rule is issued and an effective date is set.

Given the extent of investor opposition documented in the comment file, a full shift to mandatory semiannual reporting appears more likely to result in either a scaled-back compromise or continued study rather than swift adoption — though the SEC’s ultimate direction remains uncertain.

 

Continue Reading

Accounting

AI-Driven Automation and Continuous Accounting Frameworks

Published

on

The accounting profession is undergoing a fundamental structural transition as enterprise finance departments shift from periodic month-end closes toward automated continuous accounting models. By integrating specialized machine learning algorithms directly into enterprise resource planning (ERP) platforms, chief accounting officers are transforming financial reporting from a retrospective exercise into a real-time operational asset.

The Shift from Periodic Close to Continuous Financial Reporting
Traditional accounting workflows heavily relied on manual data reconciliation, spreadsheet calculations, and multi-week closing cycles at the end of each fiscal period. In contrast, continuous accounting frameworks utilize automated software agents to process, validate, and post transactional data in real time as business activities occur.

Automated bank reconciliation tools cross-reference incoming bank feeds, invoice records, and purchase orders automatically. By resolving transactional variances instantly throughout the month, corporate accounting teams eliminate the traditional workload spikes associated with quarterly and annual closes.

Machine Learning in Audit Trails and Anomaly Detection
Advanced natural language processing (NLP) and machine learning tools are redefining internal audit and financial control environments. Automated systems analyze 100% of general ledger entries, identifying anomalous transactions, duplicate payments, and unauthorized journal entries in real time.

Rather than relying on random statistical sampling, corporate internal auditors can focus their attention on high-risk flags automatically surfaced by algorithmic monitoring platforms. This continuous risk assessment strengthens internal controls over financial reporting (ICFR) and significantly reduces fraud risk.

Evolving Roles for Accounting Professionals
As routine data entry and manual reconciliation tasks become fully automated, the skill set required for accounting professionals is shifting toward data analysis, system design, and strategic business advisory.
– Systems Governance: Accountants are increasingly responsible for monitoring algorithmic accuracy and managing data integration pipelines.
– Business Partnership: Finance professionals leverage real-time financial dashboards to advise operational leaders on margin management and working capital allocation.
– Regulatory Compliance Management: Accounting teams utilize automated platforms to ensure compliance with dynamic tax codes and international accounting standards.

Core Implementation Recommendations
1. Deploy Automated Reconciliation Tools: Integrate continuous transaction processing modules into existing enterprise ERP architectures.
2. Establish Algorithmic Governance Controls: Implement strict internal testing protocols to ensure automated accounting rules comply with GAAP/IFRS standards.
3. Reskill Accounting Teams: Invest in training finance staff on data analytics, workflow automation, and predictive financial modeling.

Continue Reading

Accounting

Global ESG Reporting Standards and Double Materiality Compliance

Published

on

Corporate accounting departments face expanding reporting expectations as international sustainability disclosure standards achieve regulatory enforcement across major global jurisdictions. Chief Accounting Officers (CAOs) and corporate controllers are establishing rigorous internal accounting controls to treat Environmental, Social, and Governance (ESG) metrics with the same data precision, auditability, and governance as traditional financial statements.

Regulatory Harmonization Under Global Sustainability Frameworks
The implementation of standardized sustainability reporting frameworks—notably rules established by international sustainability accounting boards—has created unified expectations for public and large private enterprises. Corporations must report standardized metrics covering greenhouse gas emissions (Scope 1, 2, and material Scope 3), energy utilization, workforce demographics, and supply chain governance.

In Europe and other participating international jurisdictions, double materiality principles are mandatory. Under double materiality, organizations must report both how external sustainability risks impact corporate financial performance, and how internal corporate operations affect surrounding environmental and social structures.

Integrating Sustainability Metrics into Core ERP Systems
To provide auditable non-financial data, enterprise organizations are integrating specialized carbon accounting and ESG management platforms directly into core ERP systems. Automated data collectors capture energy utility invoices, logistics fuel consumption metrics, and vendor compliance records in real time.

Establishing automated, traceable data pipelines ensures that non-financial reporting is supported by clear audit trails. This structured approach allows external financial auditors to provide reasonable assurance on sustainability disclosures during annual corporate reporting cycles.

Financial Impacts and Capital Market Disclosure
Accurate ESG reporting directly influences corporate cost of capital and institutional credit ratings. Commercial lenders and institutional asset managers systematically incorporate sustainability metrics into risk pricing models. Companies that demonstrate transparent, verifiable progress in operational energy efficiency and climate risk mitigation benefit from expanded access to green bond markets and lower debt pricing.

Action Steps for Accounting Leadership
1. Implement Double Materiality Frameworks: Conduct comprehensive assessments to identify material financial and operational sustainability metrics.
2. Build Auditable Non-Financial Data Pipelines: Automate ESG data collection within core accounting software to ensure data integrity.
3. Align Sustainability with Annual Financial Filings: Prepare non-financial disclosures concurrently with financial statements to satisfy regulatory audit expectations.

Continue Reading

Trending