The 'Consulting is Dead' Debate - Where Do You Stand?
The AI Debate and the Future of Our Profession
Countless headlines and social media posts have recently declared that “The consulting industry is dead” (or soon will be) thanks to the rise of generative AI. The sentiment is often dramatic, sometimes provocative, and frequently based on outdated stereotypes of the profession.
As someone who works closely with consulting firms, I’ll admit I’m a little nervous about the changes AI is bringing. But nervousness doesn’t mean pessimism. AI is going to have a major impact on consulting — just as it will in virtually every other sector — and the real question is not whether it will change consulting, but how we adapt and thrive within that change.
The Reality of Modern Consulting
Many of the more inflammatory ‘consulting is dead’ pieces portray the industry as a bloated team of outsiders producing a slide deck, whilst leaving the hard work of implementation to the client. Such work may have existed in the past, but it’s far from the reality today.
Smarter, more demanding clients have already forced a transformation in consulting, requiring:
Greater efficiency in project teams,
Direct access to genuine expertise,
Support for implementation, not just strategy,
Shared accountability for outcomes, with consultants putting skin in the game.
Most consultancies now operate across a spectrum, from strategy formulation to hands-on implementation of technology, processes, and people-related change. The value they deliver is judged not only by the quality of recommendations but also by the tangible, sustainable impact achieved in partnership with clients.
Some Things Should Be Automated
I recently heard from one of our clients, who was bidding for public sector work, that they were ‘allowed’ to use AI in preparing their proposal, but only if they declared where and how. They wouldn’t ‘be marked down for it’.
My reaction? They should be marked up for it.
The public sector, perhaps more than any other, should be demanding the most efficient, suitably augmented consultants that modern technology allows (provided safe use, data protection, and confidentiality are all assured).
That principle applies to consulting more broadly. The AI conversation shouldn’t just focus on what can be automated, but what should be. Used responsibly, AI can:
Accelerate research,
Help structure complex problems,
Improve clarity in communication and reporting,
Increase the speed and precision of deliverables.
This frees consultants to focus on their true differentiators — delivering insight, engaging deeply with clients, and solving complex human problems. Of course, there’s always the risk of over-reliance on AI, much like students who might be tempted to let AI write their essays, but that’s an argument for responsible adoption, not avoidance.
The Human Edge: Trust, Influence, and Authenticity
No matter how advanced AI becomes, consulting will always hinge on one core truth: clients act when they trust their consultant.
At Honeycomb, we often refer to The Trust Equation (from The Trusted Advisor, David H. Maister):
We need to be realistic about how AI is going to play into these 4 components and how that will impact client relationships. Where do you think humans will continue to have the edge?
Credibility (knowledge and expertise) - clients value the lived experiences and nuanced judgement that human consultants bring, but AI’s ability to process vast amounts of data and provide consistent, evidence-based insights may soon rival, or even surpass, human credibility.
Reliability (doing what you say you’ll do) - will remain as vital as ever, but AI already outperforms humans in some scenarios. Machines don’t forget, miss deadlines, or need sleep. They execute tasks consistently and accurately, making them a clear winner on reliability in consulting delivery.
Low self-orientation (focusing on the client’s needs above your own) - AI tools are programmed to serve the client’s needs without personal agendas, which can make them appear more selfless. We’ve likely all experienced the feeling of an LLM telling us we’re an all-round excellent individual who they are ‘proud of for asking such insightful questions’. Can a human consultant who also needs to navigate their own goals, such as career advancement or financial compensation, rival the AI sycophant?
Intimacy (building personal connection and empathy) - will grow in importance. Building genuine connections, understanding client fears, and addressing their challenges with empathy is where consultants must shine. AI cannot replicate the warmth and humanity of a trusted advisor.
In a world where AI can generate well-structured strategies for many firms, and increasingly be relied on for knowledge, I’m betting on the the real differentiators needing be truly human qualities such as:
Gravitas: commanding attention and respect.
Vulnerability: creating space for honest, human dialogue.
Authenticity: genuine passion for the client’s sector and challenges.
Adaptive archetypes: the ability to recognise and step into the most effective consulting persona for a given situation.
Being self-aware enough to switch between archetypes is becoming a vital skill. Sometimes you need to be the expert, projecting authority and confidence. At other times, being the learner — curious, open, and willing to be guided — is far more effective. You might need to act as the listener, drawing out insights from others, or the supporter, empowering and encouraging the client’s own people to shine. The key is knowing which archetype to adopt, and when, to build trust and make progress.
What This Means for Training the Next Generation
For us as a training firm, these shifts bring to light a few priorities:
Strengthen the timeless skills
New consultants still need to master core capabilities such as structuring problems, communicating clearly, and framing solutions, without leaning on AI as a crutch.
Build the AI-augmented consultant
We must prepare consultants to use AI responsibly to boost speed, insight, and creativity while protecting confidentiality and quality.
Emphasis on the soft skills
We are placing greater emphasis on trust-building, interpersonal connection, influence, gravitas, and the agility to move fluidly between consulting archetypes. In an AI-enabled future, these will define the best consultants.
The Bottom Line
Consulting isn’t dying, it’s evolving. It always has, though I accept right now it’s at a faster rate. AI is rightly exposing the limited value of weak, surface-level strategy work. The “bloated team and expensive PowerPoint” model is no longer tolerated by clients. But in doing so, it also shines a light on what great consulting really looks like: helping clients solve their most difficult problems, delivering lasting impact, and driving meaningful change.
The winners will be those who embrace AI’s capabilities and elevate the human skills — trust, influence, adaptability, and authentic connection — that technology cannot replicate.
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