Consulting's race to become AI native
Major consulting firms are rebranding themselves as 'AI-native' to remain competitive and meet changing client demands for technology-driven solutions. This shift marks a transition from traditional advisory services to the active implementation of complex AI systems.
Why it matters
The shift reflects a broader trend in the professional services industry where traditional firms are increasingly competing with tech companies for market share.
Getty Images; Rebecca Zisser/BI It's a question as old as the industry itself: What does a consultant actually do? Traditionally, consultants have acted as an external support system, called in to crunch the numbers, trim head count, or identify growth opportunities. Now, AI is reshaping what clients want from consultants and how work gets done, creating a new job profile that blurs the lines between tech and consulting. Instead of generalist teams producing research and strategy decks, consultants are increasingly expected to provide something tangible: tools, systems, and holistic, ongoing support. The big firms aren't only advising on tech strategy, they're building and implementing it, often through multi-year transformation projects. To win that work, consulting firms are racing to position themselves as "AI-native."
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