A 10+ year accountant and founder of Tax Advice & Accounting LLC shares her expert insights after attending an AICPA webinar on the future of AI in accounting
Accounting is evolving fast. What used to be a discipline rooted in historical data and manual processes is now being transformed by real-time analysis, automation, and intelligent forecasting, much of it powered by generative AI. Tools like ChatGPT and Microsoft Copilot are no longer niche add-ons; they’re becoming part of the everyday toolkit for finance professionals seeking to streamline operations and increase strategic impact.
A recent Gartner survey confirms this acceleration: as of 2024, 58% of finance functions already use AI technologies, up from 39% just one year prior. Even more telling, over 90% of corporate controllers expect to adopt AI-driven tools by the end of 2025.
Recognizing this shift, professional institutions are stepping in to educate and guide. In July 2025, the American Institute of Certified Public Accountants (AICPA) hosted the webinar “Navigating the AI Landscape: An Introduction to Generative AI and ChatGPT for Accounting Professionals,” aiming to demystify these technologies for their members and encourage smarter adoption.
To understand how AI is being used in practice, and what’s still missing from the conversation, we spoke with Karyna Moroz, a highly qualified accountant and founder of Tax Advice & Accounting LLC, a Florida-based firm serving both U.S. and European clients. She is a member of AICPA, the leading professional organization for CPAs in the U.S., and CIMA, the global body for management accountants.
With over a decade of international experience across Ukraine, Lithuania, Sweden, Denmark, and the U.S., and a track record as CFO and consultant to growth-stage companies, Karyna brings a grounded yet forward-looking perspective on where AI can truly add value in accounting.
Karyna, as someone who works across both American and European financial systems, how do you personally view the growing influence of AI in accounting? Is it more of an opportunity or a challenge for the profession?
I see it as both, but mainly as an opportunity if we approach it thoughtfully. AI isn’t a magic fix, but it’s a powerful tool that can genuinely enhance the way we work. In my practice, I’ve already seen how generative AI like ChatGPT can speed up financial analysis, simplify documentation, and even support decision-making — but only when you know how to use it correctly.
What concerns me is that many professionals either jump in without a clear strategy or hesitate entirely out of fear. The truth is, AI is already here. It’s not about replacing accountants; it’s about helping us focus more on analysis and planning instead of manual tasks. However, to make that shift successful, we need to understand both these tools’ capabilities and limitations. That’s why webinars like the one hosted by AICPA are essential, even if I found parts of it a bit too basic, it’s a step in the right direction.
As someone who regularly follows industry webinars and certifications, what stood out to you most about this webinar by AICPA, a leading U.S. accounting organization, of which you are a member, both in terms of what it offered and what it lacked?
What stood out was how much of the session focused on introductory content, definitions of ChatGPT, how to set up an account, and examples of very basic usage. That’s helpful for absolute beginners, but I think many professionals were hoping for something more advanced or implementation-focused.
For those of us already experimenting with AI tools in daily work, the real value would be in case studies, prompt frameworks, or strategies for integrating AI into existing accounting systems. It would’ve been great to see more content tailored to accountants who are past the exploration stage and ready to scale.
Still, it was a useful reminder that we’re all at different stages of adoption, and the fact that webinars like this exist at all shows that the profession is starting to take AI seriously. That’s encouraging.
The webinar was led by Donald Tomoff, founder of Innogage and a well-known speaker on digital finance, and Jennifer Elder, a CPA and global trainer recognized for her work on future-ready finance skills. What did you take away from their perspectives in particular?
I thought both brought a valuable tone to the conversation, practical, realistic, and focused on mindset over hype. What I appreciated most was their emphasis on the human side of AI: they reminded us that it’s not just about speeding up tasks, but about redefining how we think and where we focus our energy.
They also shared solid recommendations, like starting small, evaluating results early, and treating prompt-writing as a professional skill. That kind of grounded advice is what firms need right now.
Where is AI already making a difference in your work, and where does it still fall short?
Recently, I used ChatGPT with a U.S. cabinet-maker client to analyze financial reports and assist in forecasting. It was impressive how quickly the tool handled the data, the summaries, the trends, and the financial reasoning, saving hours of manual work.
But here’s the catch: AI only works with what you give it. It didn’t consider seasonal fluctuations in orders or the hiring plans that depend on future demand. It didn’t mention the need for capital investment funds or emergency reserves. And that’s the real risk — it’s not what you ask AI, it’s what you forget to ask. If your prompts miss context, the output will reflect those blind spots. That’s why the human layer is still essential.
That’s why I always say: AI is a tool, not a solution. It works best when used by someone who understands both finance and the business behind the numbers.
You’ve worked as a part-time CFO for several companies across Europe, all in different countries and regulatory systems. Do you see a role for AI in helping manage that kind of complexity?
Absolutely. When you’re overseeing finances across borders, one of the biggest challenges is ensuring consistency without losing sight of local requirements. I’ve worked with companies in Sweden, Denmark, and Lithuania, and each one has its own compliance structure, tax calendar, and reporting habits.
AI could play a huge role in standardizing internal dashboards, automating reconciliations across currencies and banks, or even flagging anomalies that might get lost in translation, literally and operationally. The technology is already capable of summarizing large volumes of data in multiple languages, which could be incredibly helpful in multi-entity setups.
And what about your firm, Tax Advice & Accounting LLC? Are there areas where you’re already seeing or planning to implement AI behind the scenes?
Definitely, as a small firm, efficiency matters, especially during busy seasons. I’m looking at ways AI can streamline client onboarding: reviewing uploaded documents, checking for completeness, even generating first drafts of engagement letters or tax estimates.
Where I see the biggest opportunity is in helping clients understand their numbers. Imagine a system that not only compiles the financials but explains them in plain language or even suggests next steps. That’s where I’d love to go next, not just automation for speed, but for clarity.
Looking ahead, did the webinar give you any new ideas about how to improve or expand your use of AI in your accounting practice?
Yes, it helped me reflect on how we approach AI use structurally, not just for one-off tasks. One thing I’m focusing on now is developing prompt libraries for recurring processes, like cash flow summaries or expense analysis.
I also realized we need to incorporate AI literacy into client communication. Many clients are curious but cautious — they’ve heard of ChatGPT but don’t know what it does or how it might help them. So, I’m thinking of integrating short explanations or AI-supported options into our reporting process to show where automation adds value and where human expertise still leads.
What would you advise firms just starting with AI?
Start with one process, reporting, document drafting, or data extraction, and build from there. But don’t just adopt, educate. Train teams on prompt best practices and validation. The goal isn’t just speed; it’s clarity and quality. Viewed that way, even small pilots can yield big value.
