Function: C-suite

Most leadership teams no longer need convincing about the relevance or potential of AI. Since the release of ChatGPT in 2022, industry discussion has shifted away from whether it matters, towards what should actually be done with it inside an organisation. 

That shift is important because it changes the nature of the challenge before leadership teams. AI is no longer just a strategic concept to be explored, but a set of decisions that need to be made under real constraints of time, capacity and organisational focus. 

This is where AI stops being a strategy slide and becomes a judgement test.

The risk at one end is inflation. Every team claims relevance. Every use case sounds important. The conversation fills with possibility, but very little is prioritised. The firm appears ambitious, yet nobody is forced to decide where value is actually most likely to come from.

The risk at the other end is hesitation. Governance concerns multiply, pilots continue and the organisation talks intelligently about AI while making very few decisions that change how work is actually done.

Neither is especially strong leadership. One is overreach. The other is drift.

The real executive task is narrower and more demanding: leaders need to make disciplined choices about where AI will genuinely improve decision quality, productivity or client experience, and where it will not. That means being explicit about how work is reconfigured in practice, distinguishing between what should be automated, what should be augmented and what must remain firmly human.

It also requires a clear sense of organisational capacity. AI adoption is not just about what is technically possible, but about what the firm can realistically absorb without creating fragmentation, confusion or competing priorities elsewhere. Just as importantly, responsibility for these decisions needs to be unambiguous, so that intent translates into execution rather than remaining at the level of experimentation.

That is why this is no longer just a technology issue. It is a leadership one. 

In many firms, the biggest constraint is not the software. It is the inability of senior people to make a small number of clear decisions and hold the line around them.

Good judgement here requires restraint as much as ambition. It means being willing to say no to interesting things so, instead, a few important things can be done. And done properly. It means being honest about the state of the organisation. For instance, asking questions such as do we really have the workflow discipline, data quality and management bandwidth to support what we are proposing? If not, the answer may still be yes in principle, but not yet in practice.

Overall, the firms that benefit most from AI are unlikely to be the ones with the noisiest language around it. They are more likely to be the ones whose leaders can decide clearly, sequence sensibly and turn a broad opportunity into a manageable set of real changes.

That is what executive judgement looks like here.

Imagine this: a regional leader remarks, half-jokingly, that it now takes three conversations and two committees to make what used to be one sensible decision. 

Recognise that feeling? 

You wouldn’t be alone. Most senior people in financial services will have experience of it. Arguably, it’s the impact of more regulation which comes at the obvious cost of  an increase in time and effort. 

However, there is a less obvious cost too and that’s what more regulation does to judgement.

As regulatory demands grow, firms often respond by adding layers. More reviews, more approvals, more handoffs, more caution in language, more people wanting reassurance before anything moves. Some of that is necessary. But if leaders are not careful, the organisation slowly becomes harder to steer.

This is where the issue shifts from compliance into leadership.

Because the problem is not regulation itself. Strong firms take it seriously – and they absolutely should. But issues arise when nobody redesigns decision-making around the burden. Authority becomes less clear. People escalate too quickly. Meetings become more about safety than substance. Senior leaders then complain that the organisation has slowed down, when the real issue is that too many decisions are now travelling through a system that no longer knows what belongs where.

That creates a second-order problem. People become more defensive and business leaders start to feel constrained. Control functions also start to feel exposed, while senior teams spend more time navigating the machinery than improving the quality of the underlying choices.

Good leadership here is not about swagger or pretending the burden is lighter than it is. Instead, it is about clarity. If the organisation knows what is non-negotiable, where authority sits and how decisions should move, then regulation becomes something to manage well rather than something that quietly governs the mood of the whole business.

Ultimately, the real danger is not burden alone but the fog that burden can create. Once judgement becomes cloudy, pace drops, accountability weakens and frustration rises.

Well-led firms do not remove the pressure. They stop it from taking over the system.

A leadership team reviews another quarter of respectable results, yet nobody feels relaxed. Despite flows remaining acceptable, performance being mixed (though not alarming) and client relationships holding, the pressure remains there. Fees keep tightening, costs keep rising and every investment in capability now has to fight harder for approval.

That is the point at which pricing pressure stops being just a commercial issue and becomes a leadership one.

In many firms, the first response is predictable: reduce spend, slow hiring, simplify where possible, ask more questions of every budget line. Some of that will be right. But the deeper test is whether the senior team can still make clean decisions when the room is tight.

This is where weaker organisations become busier, but less clear. They make more decisions, though there is less hierarchy between them. Important choices sit alongside inherited commitments, internal politics and historical habits. The result? It’s not usually collapse…it’s drift. So while the firm looks active, it is actually slowly becoming less sharp.

The harder (and more useful) questions are more strategic. What are we truly trying to protect? Where do we still have genuine advantage? Which costs are helping us stay competitive, and which are simply part of the furniture? Where are we underinvesting because the short-term numbers are too loud? And where are we protecting activities that no longer justify themselves?

Those are not finance questions in the narrow sense. They are judgement questions.

Pricing pressure forces leaders to face trade-offs they may have delayed in easier periods. What matters most? What can be simplified? What needs defending even if it hurts in the short term? Strong teams do not just cut. They choose. They become more explicit about where the business intends to win and what it must stop doing.

There is also a communication challenge here. People can usually live with difficult choices better than vague ones. What unsettles organisations is not only pressure, but ambiguity. If leaders are clear about what they are protecting, what they are changing and why, the business has a far better chance of staying coherent.

In the end, fee pressure reveals whether a leadership team can still think properly when comfort disappears. That is often the real test.