How do I go further?DAY
Stop Reading About AI.
Start Running an
AI-Driven Firm.
A practical execution-focused programme built specifically for partners and practice managers in Ireland and the UK — where we don’t just teach you about AI, we build it into your firm, session by session, over seven weeks. By the time we finish, you won’t just know more. Your firm will already be moving.
During Accountex 2026, attendees can avail of a one time offer. Full details below.
This offer is only available for a limited time.
Sign-up closes at midnight on Thursday 7 May.
This is so we can facilitate the intake of this cohort for the live sessions. But when you sign up before midnight tonight, we are including nearly €3000 in bonus extras!
Days
Hours
Minutes
Seconds
The Problem You Actually Have
Let’s be honest about where most accounting firms are right now.
You’ve read the articles. You’ve watched the demos. You’ve sat through the conference keynotes. Someone told you to buy Copilot. Somebody else said switch to Claude. Your tax software vendor now has “AI inside.” Your inbox is full of webinars promising to solve everything in 90 minutes.
And yet, on a Tuesday morning, sitting in your practice, almost nothing has changed.
Your team still copies figures across spreadsheets. Your onboarding emails still get written from scratch. Your client queries still take the same amount of time to answer as they did two years ago. You do some work ChatGPT or Claude or Co-Pilot, and you do get some helpful outputs but AI is not transforming your business despite all the hype.
You’re not lazy. You’re not behind. You’re not stupid.
You’re busy. And nobody has shown you a practical, week-by-week path that fits inside a real firm with real clients, real compliance deadlines, and a real team who don’t have time to become technology experts.
That’s the gap this programme closes
The Honest Truth Nobody Is Saying Out Loud
Before we go any further, three things you need to hear.
Nobody is coming for you.
Software vendors are coming to sell you something. Consultants are coming to book your time. Conference speakers are coming to get on stage. But a trusted guide — one who is on your side, who truly understands the business of accounting, and who knows what a Revenue deadline or a monitoring visit really feels like — that kind of person is rare.
If you’re waiting for someone, come and to save your firm from AI disruption, stop. That person isn’t coming. Nobody is coming for you. The only person who can do this for your practice is sitting in your chair.
You cannot delegate AI.
This is not an IT problem. You cannot hand it to the office manager, the tech-savvy junior, or the outsourced IT company and call it done.
AI reshapes how work is done — which means it reshapes how your firm operates, how your team delivers, how you price, and how you think. AI and Automation transformation starts with thinking. Your thinking. That is a leadership responsibility. Creating the space and the catalyst of transformation stays on your desk.
There are no silver bullets. If this was easy, everybody would be doing it.
Doing nothing right now is the most dangerous strategy available to you.
The accounting profession is notoriously slow to change. That used to be a source of stability. Right now, it’s the thing that’s creating the opportunity — because the leading pack is very small, and it is still joinable.
Less than 1% of the world’s population are paying for AI tools today. You are not behind. You are standing at the beginning of one of the biggest shifts in professional services history, with a window that is wide open but closing.
You don’t need to move fast. You need to move deliberately. Starting now.
Sound familiar? Good. This webinar was built for you.2026 is the inflexion year in which some firms will gain a competitive advantage that will open up opportunity the likes of which has never been seen before.
Introducing:
The AI & Automation Masterclass
A 7-WEEK, AI & AUTOMATION PROGRAMME FOR ACCOUNTING FIRMS IN IRELAND AND THE UK
Built for the Busy Partners and Senior Accountants Who Needs Results, Not a Library of Videos.
Built for the Busy Partners and Senior Accountants Who Needs Results, Not a Library of Videos.
Every week you can expect:
- A concept that matters (not a theory lecture — a usable idea).
- Des to build something live on screen inside your industry context.
- You leave with a specific task to complete before the next session.
- You receive the prompts, templates, and resources to make it happen.
By the time we arrive at Session 7, you won’t just know more about AI.
You will have a firm that is already moving. A working AI policy. A properly set-up toolset. A prompt library. Real automations running. An AI “brain” trained on your firm’s own knowledge. And a 90-day executable plan for what happens next.
This is what it looks like to go from dabbling to operating.
The last day to secure your spot on the masterclass is MIDNIGHT TODAY.
Days
Hours
Minutes
Seconds
“The AI Masterclass gave us structure, clarity, and real examples of how to get started with automation — without overwhelm.”
Meet the speakers
Des O'Neill
Firm Transformation Expert at ProfitPro
Chad Davis
LiveCA & AutomationTown.io Founder
Randy Johnston
Top U.S. Accounting Tech Futurist & Founder of NMGI
Callum Macrae
Marketeer & Ai Innovator at JE Consulting
Anil Arya
CAIO & AI Agent Expert
at Orbitil
Peter Stiff
Head of Ai and Apprenticeships at Astranti
Kanayo Eruchalu
Automation expert at Sinnergy
Bruce Penson
Cybersecurity IT Strategy and Support at Pro Drive IT
Don't miss out, time is limited
Purchase before June 24 to get access to the exclusive bonus package:
- Exclusive Mastermind Invite – For those serious about scaling automation in practice
- Implementation Guidebook – Apply insights from every session
- Replay Vault – Lifetime access to all recordings and materials
- AI Tools Cheat Sheet – Curated list of essential tech for accountants
- Private Community Forum – Ask questions, share wins, get feedback
- Certificate of Completion – Show clients & prospects your expertise
Built for Where You Actually Are
Most AI programmes pitch a single level. Either they start with “what is a prompt?” and bore everyone who’s beyond that. Or they dive into agentic workflows and lose the room inside ten minutes.
This programme is different. Every participant arrives through one of three doors:
The door you came in:
You Sound Like:
What You Need:
🟢 How do I start?
“I’ve played with ChatGPT a couple of times but there’s no proper use of AI in our firm yet. We don’t even have an AI policy.”
A foundation, a framework, and the confidence to begin properly.
🟡 How do I catch up?
“I’ve been using AI tools for a while but I’m not getting the results I expected. Something is missing. I feel behind.”
The gaps identified, filled fast, and a daily habit that creates compounding results.
How do I go further?
“I use AI every day. I want agents, automations, team rollout, the deeper architecture. I need the advanced track.”
Advanced applications, team strategy, and the architecture for firm-wide transformation.
How the three strands work
Before Session 1, every participant completes The AI Readiness Assessment — a short diagnostic that places you in one of the three strands:
🟢 Beginner 🟡 Intermediate 🔴 Advanced
The 7 live sessions are attended by everyone together. The content is structured, so each level finds relevance without the others being bored or left behind.
The supplemental material each week is tiered. Every session comes with three resource packs — Beginner, Intermediate, Advanced — so you go deeper at exactly the level that moves you forward.
Every weekly task has three versions. A beginner knows exactly what their version of the task looks like. An advanced user never waits for content that’s below where they are.
You’re met where you are. You’re moved to where you need to be.
What Runs Through Every Session
- The Daily AI Habit
Every session builds and reinforces a daily AI practice. Not a big project. Not a course to complete. A 15-minute daily habit that compounds over 7 weeks into a sustainable, natural way of working. By Week 7, you don’t need to “remember to use AI.” It’s just how you work.
- The AI-Driven Leader
AI as a thinking partner, not just a task tool. Each week includes a short “leader’s lens” segment, how to use AI for strategic thinking, decision preparation, team communication, and leadership clarity. Not just to draft emails faster. These two threads are what turn AI from a tool your firm uses into the way your firm works.
Event Schedule
DATE
TIME
TOPIC
SPEAKER
Tuesday
12 May
14:00
Getting Serious: From Casual User to Consistent Practitioner, & Protecting Your Firm
Des O’Neill
Tuesday
19 May
14:00
Prompts & Prompt Engineering: Getting the Answers You Actually Need
Des O’Neill
Tuesday
26 May
TBC
Picking Your Tool: A Microsoft Copilot Deep Dive with actionable takeaways and real-world demos.
Des O’Neill
Thursday
28 May
TBC
Picking Your Tool: A Claude Deep Dive with actionable takeaways and real-world demos.
Des O’Neill
Tuesday
02 Jun
14:00
Bots & Automations: Making Your Tools Work While You’re Not
Des O’Neill
Monday
08 Jun
12:00
AI Agents: Your Virtual Team Members, their role and what’s achievable.
Des O’Neill
Monday
15 Jun
12:00
Learning Context & Open Brain: Teaching AI to Think Like Your Firm
Des O’Neill
Monday
22 Jun
12:00
Your Executable Plan: The AI-Driven Firm From Here
Des O’Neill
Whats covered in each session?
Session 1
Getting Serious: From Casual User to Consistent Practitioner — and Protecting Your Firm
You’ve tried it. Nobody here is a complete beginner. We start at “I’ve used it” and move you to “I use it deliberately, consistently, and safely.”
In this session:
- The landscape in 2026: A clear-eyed view of Claude, ChatGPT and Copilot for accounting firms
- Live build: your Firm AI Security & Data Policy
- Exactly how Claude, ChatGPT and Copilot handle your data — what goes to the model, what stays private, the three questions every partner must be able to answer about AI and client confidentiality
- The Daily AI Habit framework — the 15-minute practice that changes everything
- Your tool set up properly — the custom instructions that make AI work for your firm from day one
You leave with: A Firm AI Policy (in draft), a properly set-up AI tool, a daily practice starting tomorrow.
Session 2
Prompts & Prompt Engineering: Getting the Answers You Actually Need
The question we answer: “Why is AI sometimes brilliant and sometimes useless — and how do I make it consistently brilliant?”
In this session:
- Why your prompts aren’t working — and the five upgrades that instantly fix that
- The anatomy of a great prompt: Role · Context · Task · Format · Constraints
- Chain-of-thought and persona prompting for accounting work
- The Live Demo that changes the room: Creating a Trial Balance from unstructured PDFs using AI — built from scratch, on screen, start to finish. This is the demonstration that shifts what you believe is possible.
- The AI Thinking Partner prompts — how to use AI to stress-test a decision before you make it
You leave with: A clear prompting framework you can apply immediately, and you have witnessed first-hand what properly structured prompting makes possible.
Session 3A
Pick Your Tool: Microsoft Copilot Deep Dive
For participants using Microsoft 365 / Copilot as their primary AI tool
In this session:
- Copilot in Outlook, Word, Excel, Teams, OneNote — deep and specific to accounting firm work
- Live walk-through: a complete client file review and advisory note using Copilot only
- Connecting Copilot to your SharePoint data — what’s possible and how to set it up
- Where Copilot falls short vs Claude/ChatGPT — and when to switch tools
- Data security in the Microsoft ecosystem, explained in plain English
Session 3B
Pick Your Tool: Claude Deep Dive
For participants using Claude as their primary AI tool
In this session:
- Claude Projects: building a persistent workspace that remembers your firm, your clients, your preferences
- Uploading documents: contracts, financial statements, legislation, client correspondence
- Live walk-through: regulatory research, a client briefing note and a financial commentary — all in one Claude session
- Multi-document analysis: giving Claude many files and asking it to synthesise across them
- Claude as a research assistant for Revenue, HMRC and technical queries
- An honest Claude vs ChatGPT vs Copilot comparison — when each one wins, and the case for using more than one
Both sessions are available to every participant — attend the one that fits, or attend both.
Session 4
Bots & Automations: Making Your Tools Work While You’re Not
The question we answer: “How do I connect my tools, eliminate manual data entry, and start automating the repetitive work?”
In this session:
- Automation vs AI — the difference, and why you need both
- The three automation tools: Zapier, Power Automate, N8N — which one fits your firm
- Live build: Des builds a working accounting firm automation from start to finish
- Connecting your core tools: Xero, practice management software, CRM, email, calendars
- The five automations to build first — ranked by time saving for a typical accounting firm
You leave with: A mapped view of your firm’s automation opportunities, and your first automation built or in progress.
Session 5
AI Agents: Your Virtual Team Member
The question we answer: “What are AI agents, are they real yet, and should I be building them for my firm?”
In this session:
- What an AI agent actually is — plain English, no hype
- The spectrum from “chat prompt” to “autonomous agent” — where most accounting firms should be operating right now
- The difference between a custom GPT, a Claude Project and a true AI agent
- Live build: a firm-specific AI agent that can answer “how do we do X?” questions using your own SOPs
- The Virtual Team Member concept — an AI that onboards new staff, answers queries, and maintains consistency
- The leader’s lens: as agents become more capable, what is your role as the decision-maker?
You leave with: A working AI agent (or Claude Project / custom GPT) trained on your firm’s own documentation.
Session 6
Context & Open Brain: Teaching AI to Think Like Your Firm
The question we answer: “How do I give AI enough context about my firm that it stops feeling like a stranger and starts feeling like a colleague?”
In this session:
- Why AI gives generic answers — and the “Open Brain” fix
- Live build: creating a firm AI Brain — a structured workspace loaded with SOPs, style guides, client personas, regulatory summaries
- Prompt Libraries as institutional knowledge — turning your team’s best prompts into shared firm assets
- Microsoft Copilot + SharePoint as a connected knowledge base at firm scale
- The team rollout playbook — the communication, the training, the buy-in strategy
- The compound effect — how a well-maintained firm AI Brain gets more valuable every single week
You leave with: A working “firm brain” — a structured AI workspace that knows your firm’s context and can be shared with your team.
Session 7
Your Executable Plan: The AI-Driven Firm From Here
The question we answer: “What have I built — and what exactly do I do next?”
In this session:
- Structured sharing — every participant shares one real result from the programme
- The Re-Run: re-take the AI Readiness Assessment and compare your score to Session 1. Growth you can see and measure.
- The Resource Library reveal — every prompt, template, automation, guide and framework from all seven sessions, permanently yours
- Your 90-Day Executable AI Roadmap — a specific, actionable plan, not a vision document
- The monthly AI review meeting template to keep your team moving
- The 20-Minute Weekly AI Practice to stay current without being overwhelmed
- Introduction to Stage 3 — The Innovator: custom agents at scale, value-based pricing, exponential advisory
- Graduation, Q&A, and the cohort community
You leave with: Everything. And the most important outcome of all — confidence.
This masterclass is NOT a general AI overview or a technology showcase. It is purpose-built for accounting firms in Ireland and the UK, using real firm examples, practical tools, and a clear path you can begin following immediately.
Who This Is For / Not For
This programme is built for you if:
- You are a partner, director, practice manager or senior accountant in an accounting firm in Ireland or the UK, typically with 5–50 staff
- You have been meaning to “do something about AI” for months and haven’t yet made real progress
- You have dabbled with the tools but are not getting the results you hoped for
- You are already on the journey and want to go deeper — into agents, automations, team rollout
- You are ready to actually do the work week by week — not just consume more content
- You want a guide who understands accounting in Ireland and the UK — not a Silicon Valley retrofit
This programme is not for you if:
- You are looking for a “watch it when you fancy” video library. This is a live, cohort-based programme that requires you to show up and do the work.
- You expect AI to replace the work of leading your firm. It won’t. It will demand more of you, not less.
- You believe this is someone else’s problem to solve. It isn’t. See Section 2.
What others have said about working with Des:
“I feel that I am working with someone who is at the cutting edge of where the profession is going and I have access to that insight.”
- Barry Coffey
Coffey & Co.
“If only I had the opportunity 10/15 years earlier!”
- Dermot McCrystal
Dermot McCrystal & Co
“The programme will have you thinking differently and so long as you make the time to implement the suggestions, you will reap the benefit.”
- Darren Colgan
D. C. K. & Company
Bonuses
Days
Hours
Minutes
Seconds
When you sign up to the masterclass, you also get access to these 4 bonuses will be included in your AI Masterclass bundle.
The Microsoft Suite Financial Professional Training Library
From Beginner to Intermediate to Advanced User. We fix where the work actually lives. 15+ Hours of on Demand 24/7 365, Accounting Expert-Led Practical Video Training on Excel, Power BI, Power Query, SharePoint, and Copilot.
Total Value: £874
How to "Find an hour" for Daily AI Exploration
A 90-minute standalone session with a workbook and practical ways you can use AI to create time and space delivered the moment you enrol. It solves the time problem before the programme even starts.
- Why “fitting AI in” never works — and why the habit has to be protected time, not stolen time
- The audit: where the hidden hour is in your current week
- The 21-day protocol: how to lock in a daily practice so it becomes automatic within three weeks
- Why this is the highest-leverage hour you will invest in 2026
Standalone value: £179
The Complete AI Toolkit for Accounting Firms
Nine detailed step by step practical user guides, to evolve you and your team using real examples. Every prompt, every use case, every example is specific to accounting firm work in Ireland and the UK. Not generic AI content. As tools update, the guides update. You always have the latest version.
Standalone value: £279
Audience With the Experts
Five 60-minute sessions, running 6–8 weeks after the main programme, with the leading specialists working in AI for the accounting profession worldwide. Cohort 1 attends these live and can ask questions directly.
- Randy Johnston: The AI Landscape for Accounting Firms: What’s Real, What’s Next, Where to Focus
- Chad Davis: What’s Actually Working: AI in Practice at Accounting Firms Right Now
- Rachel Harris: Making Knowledge Work: Turning What’s in Your Head Into a Firm Asset
- Wesley Hartman: Automation Architecture: Designing a Workflow That Runs Itself
- Hunter Atkins: The Future of the AI-Driven Firm: The Next 24 Months
Standalone value: £447
That's a lot of total value!
The AI Masterclass
8 Live sessions over 7 weeks with Des O’Neill & the ProfitPro team.
Valued at £897
Bonus Bundle
All 4 bonuses listed above, available as soon as you purchase!
Valued at £1769
£2666 Total Value!
If you are at Accountex 2026, this Masterclass is available when you sign up today for:
£297
Every additional team member seat costs just £79. All prices exclude VAT.
Pricing & Team Incentive
This is where it becomes a no-brainer.
Research is clear — firms that implement AI as a team move three times faster than firms where one person tries to lead the change alone. So we’ve priced this programme to make it almost absurd not to bring your team.
People Enrolled From Your Firm
Total Investment (€)
Per Person (€)
Total Investment (£)
Per Person (£)
€497
€497
£447
£447
€594
€297
£526
£263
€691
€230
£605
£202
€885
€177
£763
£153
€1,175
€147
£1,000
£125
Join the AI Masterclass today
🇬🇧 Checkout in Sterling
Add additional team members for only £79 per additional person.
This is available on the checkout
The Complete 14 Day Money Back Guarantee
We know you are taking a leap.
So here’s our promise:
Attend the first 2 Sessions on 12th and 19th of May. Do the work. If you finish those sessions and genuinely believe this programme is not what you expected, email us by midnight on Thursday 21st of May and we will refund you in full.
No hoops. No “prove you watched it.” No form. Just email us.
We can offer this because we know what our sessions do in the room. Once you’ve built your Firm AI Policy live with us and seen the roadmap that takes you from Session 1 to Session 7 — you’re in.
FAQ
- “I’ve never really used AI properly. Is this too advanced for me?”
No. The AI Readiness Assessment places you in the Beginner strand and every weekly task, supplemental pack and user guide is tailored to your level. Session 1 starts from “I’ve tried it” — not from “I’m an expert.” - “I already use AI every day. Will this be too basic?”
No. The Advanced strand goes into agents, agentic workflows, Copilot Studio, Claude API basics, N8N hosting, automated knowledge base updating, and firm-wide AI deployment. The live sessions will be valuable; the advanced supplemental material is where you go deep. - “Do I have to attend live?”
Live attendance gets you the most value — especially the live builds and the group energy. Every session is recorded and available inside the Resource Library, so if you miss one, you catch up. But this is a cohort, not a video library — the live sessions are where the real shift happens. - “How much time will this take each week?”
Plan for about 3 hours per week: 60–90 minutes live, 60–90 minutes to complete the weekly task and engage with the supplemental material. The Daily AI Habit is 15 minutes a day — and it replaces time you’re currently spending on the very work the habit is making faster. - “Can I bring my team?”
Yes — and you absolutely should. Every additional team seat is €97. Firms that implement AI as a team move three times faster than firms where one person tries to lead the change alone. - “What if my team can’t attend the live sessions?”
All sessions are recorded. Send them the recordings, share the resources, use the Team Rollout Playbook from Session 6. Many firms designate one partner as the “live attendee” and the team completes the material async — that works. - “Is this CPD-eligible?”
This is the most valuable Professional Development your will do in 2026. Live call attendances will be tracked and CPD Certificates will be provided . - “What tools do I need before Session 1?”
An AI subscription — one of Claude Pro, ChatGPT Plus or Microsoft Copilot. Session 1 will help you choose if you haven’t yet. Your existing accounting stack is fine; we don’t require you to change anything. - “What happens after the programme ends?”
You keep every resource permanently. You attend the Audience With the Experts series live (Cohort 1 benefit). You get the 90-Day Executable AI Roadmap. And you have the option to continue inside the ProfitPro community, where members share prompts, automations and progress with each other. - “What if I’m not happy?”
See the Guarantee section — the “Complete 14 Day Guarantee” covers you. Attend Session 1 & 2, do the work, and if it’s not what you expected, email us by Thursday 21st of May for a full refund.
Beginner strand and every weekly task, supplemental pack and user guide is tailored to your level. Session 1 starts from “I’ve tried it” — not from “I’m an expert.”You can keep doing things the old way — or step into the firm of the future – The AI Driven Firm
Meet Des, ProfitPro Founder
Des O’Neill is the founder of ProfitPro — the membership community built specifically for accounting firms in Ireland and the UK who want to grow stronger practices and navigate the AI revolution without getting lost in the noise.
Over the past 18 months, Des has worked with ProfitPro members to develop a practical, field-tested approach to AI and automation that actually works inside real accounting firms — firms with real clients, real compliance deadlines, and teams who don’t have time to become technology experts.
The 9-Step AI-Driven Firm Success Path™ that underpins this programme has been developed specifically for the Irish and UK accounting context — blending the best of international AI expertise with the practical realities of running a practice on this side of the Atlantic.