Generative artificial intelligence (AI) is transforming accounting, offering unprecedented opportunities to improve efficiency, accuracy, and strategic decision-making. This technology, capable of creating content from existing data, marks an era in which machines are becoming analytical and creative partners. It allows the automation of repetitive tasks, improves customer relationships, increases the accuracy of financial data and facilitates decision-making based on predictive analytics. Accounting firms must adapt to these developments to remain competitive, requiring the technical, organizational, and ethical integration of AI. Continuing education and skills development are critical to maximizing the benefits of generative AI, ensuring the future of the accounting profession in a changing business environment.