Consultancies scramble to brand themselves as AI-native service providers
Major consulting firms are rebranding as AI-native companies, shifting from traditional advisory roles to building and deploying AI tools for clients.
Consulting giants are positioning themselves as AI-native organizations, promising to deliver not only strategy but also tangible AI tools and ongoing support. Leaders at KPMG, PwC, EY and others cite massive hires of AI and data professionals and new training programs that blend technical and human skills. Multi-billion-dollar alliances with companies such as OpenAI, Nvidia, Anthropic and Microsoft enable the creation of internal AI agents and client platforms.
Revenue from AI-focused services now represents roughly 40% of work at firms like BCG and McKinsey, reflecting a rapid pivot from traditional advisory work. Yet critics note that many firms remain fundamentally consulting shops, using AI to augment rather than replace core services. The industry’s identity debate continues, with some fearing that over-emphasizing technology could erode premium pricing and dilute the traditional consulting brand.
Why it matters
The shift determines how large firms will compete for future AI-driven projects and pricing structures.
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