The AI consulting shake-up: turning a crisis into opportunity

October 2, 2025

By John Barker, Account Executive, Financial Services, Aspectus Group

AI is rapidly disrupting consulting’s traditional pyramid model by cutting graduate roles and raising client expectations. But the real battleground is narrative. Firms that communicate how AI augments human insight – with proof, governance, and trust – will reposition successfully and thrive in the new era.

The consulting sector is facing a perfect storm. Graduate roles are being cut as AI reshapes much of the junior-level research work that has traditionally underpinned the consulting model, fueling “AI anxiety” among Gen Z entrants. At the same time, clients are demanding more for less – expecting faster analysis, tangible outcomes, and integration of AI into the advice they’re paying for.

Together, these forces are upending the long-established pyramid structure of consulting, where a large base of junior staff feeds work up through layers of management. If the bottom of that pyramid erodes, so does the industry’s economic engine – prompting some to predict a “consulting crash” that could threaten not only entry-level jobs but middle management and even senior leadership.

Disruption also creates openings for those ready to seize them. Hywel Ball, former head of EY UK, notes that while the largest firms can invest heavily in AI, their scale makes cultural and operational change harder to drive. By contrast, boutique and mid-sized firms – less hampered by entrenched structures – can adapt faster, giving them an edge in a shifting market.

Consultants are no strangers to guiding clients through upheaval. Now they must apply that same expertise to themselves. Far from signaling decline, AI could be the catalyst the industry needs to redefine its value proposition.

Resilience amidst the hype cycle

Not every bold AI prediction is destined to play out. There’s a growing narrative that AI development may already be plateauing, with recent breakthroughs delivering diminishing returns. Others caution that big-spending AI projects may fail to meet expectations.

For consulting firms, the message is clear: over-rotating toward AI – and misjudging client readiness – can be as dangerous as standing still. Aggressive rollouts in other industries show the risks. Klarna’s move to replace 700 staff with AI and Duolingo’s shift away from human contractors both sparked public backlash, reputational damage, and in some cases, reversals.

While consulting is primarily a B2B game, the same principles apply. Clients may question whether they’re paying for genuine expertise or for an AI output they could generate themselves – especially if firms fail to explain how the technology enhances, rather than replaces, human judgment. The winners will be those who integrate AI in ways that build trust, deliver measurable value, and strengthen relationships.

Reframing the value proposition: PR for management consultants

Moving too slowly on AI risks irrelevance; moving too fast risks alienation. The differentiator will not be AI adoption alone, but how firms frame, integrate, and communicate its role. This is where communications teams are vital.

To position AI as an asset rather than a threat, consulting firms should:

Move beyond the “we use AI” line – Simply announcing adoption isn’t enough. Show how AI augments human expertise and why that matters to client outcomes. Use real examples, not generic claims.
Show measurable outcomes – Case studies, metrics, and before-and-after comparisons can prove how AI improves delivery speed, accuracy, or insight. Without proof, AI risks being dismissed as a buzzword.
Lead on governance and trust – Outline the safeguards in place: data privacy, bias detection, ethical reviews. This builds credibility and reassures clients they can trust both the process and the output.
Highlight talent evolution – Counter fears of AI as a cost-cutting exercise by showing how consultants are being upskilled to work alongside it. This reassures clients they’re still paying for human insight, supported – not replaced – by technology.
Claim thought leadership – Publish research, host discussions, and provide commentary on AI’s impact in specific industries. Owning the conversation strengthens positioning as a strategic partner rather than a reactive follower.

Beyond “the crash” narrative

AI is reshaping consulting at speed, challenging long-standing business models and unsettling both clients and talent. But the same forces driving uncertainty also offer a rare chance for reinvention.

Firms that treat AI as a communications challenge as well as an operational one will be best placed to thrive. That means showing not just that they use AI, but how it strengthens human insight, why it delivers better outcomes, and what safeguards ensure trust. Those that get this right will emerge as trusted advisers in a new era of client expectations – not because of, or despite AI, but because of how they’ve harnessed it.

In the end, AI won’t decide which firms survive. The clarity, confidence, and credibility with which firms redefine their value proposition will. If you’re looking to refine your AI positioning, navigate the new landscape of AI search visibility, and better understand your audience, our AI Communications services can help.

Key takeaways

Why is AI reshaping the consulting model?

AI is automating junior-level tasks, eroding the traditional pyramid structure and forcing firms to rethink how they deliver value to clients.

What risks do consulting firms face in adopting AI?

Moving too slowly risks irrelevance, while over-rotating toward AI without governance can damage trust and client relationships.

How can firms reframe their value proposition?

By showing how AI augments human expertise, proving measurable outcomes, leading on governance, upskilling talent, and claiming thought leadership.

About the author

John Barker is an Account Executive in our Financial Services team, based in London. Drawing on his background in management consulting recruitment, he has a good feel for the pressures shaping the sector. He works closely with clients to bring their stories to life – spotting media opportunities, helping craft content, and securing coverage that cuts through in a busy market.