Brightstar Group, which recorded a 17.5% increase in turnover to £11.6 million in 2025, has itself invested heavily in AI. Jupp revealed that just under 5% of the group’s leads now come through AI-generated channels. Six months ago, that figure was virtually nothing. He described the technology as a fantastic lead generator, provided the data underpinning it is clean and reliable.
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Jupp’s broader point was directed at an industry he believes has allowed enthusiasm for AI’s commercial upside to crowd out harder questions. The technology, he argued, makes new things possible – in the wrong hands.
“If we think that there is all just upside with AI, we’re mistaken,” he said. “Be careful and understand that it can take you to a place within your business, with your clients, that could be quite an unpleasant place.”
The comments land at a moment of significant regulatory scrutiny. The Financial Conduct Authority (FCA) launched its Mills Review on 27 January 2026, examining how AI could reshape retail financial services by 2030.
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