Xero blames agency failure for controversial AI post
Xero said a third-party agency was responsible. Its July influencer post suggested AI could replace accountants.
In July, Xero paid influencer Amelia Sordell to post an Instagram Story. The post suggested users could save money on accounting fees by using AI agents with their Xero data.
Accountants who use Xero in their own practices and recommend it to clients were outraged. Sordell deleted it at Xero's request.
Weeks later, Xero's UK managing director Kate Hayward apologised. She said the post did not reflect company values.
In an October 14 update, Hayward revealed a third-party agency had hired Sordell. She simply followed their approved guidelines.
Sordell then confirmed her script was formally approved by Xero. It went through four rounds of revisions before posting.
Xero is now reviewing all approval processes to prevent similar missteps.
- July 28
- Post date
- Amelia Sordell
- Influencer
- October 14
- Apology date
- 4
- Revision rounds
Why it mattersAccountants are Xero's main users. A post saying AI replaces them damages trust. It hurts the company's standing with the profession.
AustraliaMost Australian accountants and small businesses use Xero, so any erosion of professional confidence directly affects adoption and loyalty here.
✓ Claims checked against the source and corrected before publish. checked 2 h ago
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