Consulting firms race to become AI-native

Consulting firms are moving to present themselves as AI-native as clients demand more tangible technology work, including tools, systems, implementation, and long-term support. KPMG leaders say the firm is embedding AI across audit, tax, and advisory services, while PwC has rebuilt training around 30 core skills: 15 AI-centric and 15 human-centric.

The shift is changing hiring and revenue models across the sector. Accenture has added nearly 40,000 AI and data professionals in the last two years, EY has added 61,000 technologists since 2023, and PwC introduced an engineering track for the first time in its 170-year history. BCG said AI- and tech-focused services now account for over 40% of global revenue, with 25% year-on-year growth in AI services, while McKinsey says AI initiatives account for roughly 40% of its work.

Industry leaders remain divided on whether consulting firms are becoming technology companies or simply adapting their delivery model. Some employees say AI has shifted work from creation toward validation and raised productivity expectations. Source Global research found Around 90% of clients believe AI will affect service delivery, but expectations of a significant impact have fallen from 60% in 2024 to 40% more recently.