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In this week’s episode of ILA On Air, Anastasia sat down with Max Bryden from Faction AI to explore a topic that is dominating every conversation in business right now: AI.
However, rather than focusing on how to use AI, this conversation took a more grounded and practical approach. It explored why many property and finance businesses are not yet in a position to benefit from AI at all.
From foundational systems to content creation and automation, the discussion unpacked what actually needs to be in place before AI becomes valuable.
Here’s what Anastasia took away.
One of the most important insights from the conversation was that AI is not something you simply “plug into” a business to fix problems.
Max explained that AI works best when it enhances existing systems, not when it replaces a lack of structure.
For many businesses in property and finance, the fundamentals are still not fully in place. Basic systems such as CRMs, booking platforms, phone systems, and data processes are often either missing or underutilised.
Without these foundations, introducing AI can actually create more problems rather than solving them.
For Anastasia, this highlighted a critical shift in thinking.
Before asking “How can I use AI?”, the better question is:
“Is my business structured in a way that AI can actually support?”
Another key theme was the importance of having the right technology infrastructure in place.
Max broke this down into practical terms. Businesses should be asking:
These are not advanced or complex systems. They are basic operational tools.
However, what stood out is that even when these tools are in place, they are often not being used to their full potential.
For Anastasia, this reinforced a wider point within property finance.
Efficiency is rarely about adding more tools. It is about using existing tools properly before layering on anything new.
A particularly practical takeaway from the episode was how to actually begin implementing AI in a business.
Rather than approaching AI as a broad or abstract concept, Max suggested starting with a simple question:
Where is the business currently losing time or money?
This could be:
Once a clear cost or inefficiency is identified, AI can then be explored as a potential solution.
For example, replacing an expensive call handling service with a voice AI system could deliver immediate cost savings while improving consistency.
For me, this approach made AI feel far more accessible.
It shifts the focus from experimentation to problem-solving.
The conversation also explored the growing use of AI in content creation, particularly across platforms like LinkedIn.
While AI tools can generate content quickly, Max highlighted a key risk: loss of authenticity.
Generic AI-generated content is becoming increasingly easy to identify.
Phrases, tone, and structure often feel repetitive and disconnected from the individual behind the post.
For me, this was particularly relevant.
In property and finance, trust is critical.
If content feels automated or inauthentic, it can undermine credibility rather than build it.
The takeaway here was not to avoid AI entirely, but to use it as a support tool rather than a replacement.
AI can help refine ideas, improve clarity, and save time.
But the core thinking, perspective, and voice still need to come from the individual.
One of the most striking insights from the episode was Max’s perspective on how AI impacts performance.
AI does not make people inherently better at what they do.
Instead, it amplifies existing capability.
Those who already understand their industry, their clients, and their processes will be able to use AI to move faster and operate more efficiently.
However, without that underlying knowledge, AI can just as easily produce incorrect or misleading outputs.
For Anastasia, this reinforced something that applies across property finance.
Tools and technology can enhance performance, but they cannot replace expertise.
A final theme that stood out was the importance of starting small.
AI can feel overwhelming, particularly for businesses that are not highly technical.
Max explained that the most effective approach is to:
This avoids unnecessary complexity and reduces the risk of failure early on.
For Anastasia, this linked back to a broader principle. Progress in property finance is rarely about big, sudden changes. It is usually the result of consistent, incremental improvements.
Perhaps the most valuable takeaway from this episode was a shift in perspective.
AI is often presented as a revolutionary, standalone solution, but in reality, its greatest value lies in how it integrates into existing systems and processes.
For property and finance professionals, the opportunity is not in chasing every new tool.
It is in building strong foundations and then using AI to enhance them.
Those who take this approach are far more likely to see meaningful, long-term benefits.
This article is based on Episode 12 of ILA On Air, where Anastasia is joined by Max Bryden from Faction AI to discuss how businesses should approach AI, and why getting the basics right comes first.
You can listen to the full episode here:
https://open.spotify.com/episode/2zzUsustIfZWFOaLk5n0Pi?si=SydDJ_ymQ3y5ovo286fhxQ
If you work in property or finance and want a clearer, more practical perspective on how technology is shaping the industry, ILA On Air is designed to make the complicated simple.
This is not advice from iLA, it is simply a helpful summary of our conversations on ILA On Air, our educational podcast for the property finance community, making the complicated simple.
