The Human Edge in an AI World: Why emotional intelligence matters more than ever to consultants
As AI is transforming consulting, EI is fast becoming your most valuable skill
As we step into 2025, artificial intelligence is no longer just a buzzword; it’s a fully integrated tool in many industries, including consulting. Clients now expect consultants to embrace AI, not just as an add-on but as a core part of their service delivery.
It can be unsettling to consider that much of your skillset is already, or could soon be, redundant. Your lived experiences, your impeccable data analysis, your ability to bring them together and provide insightful recommendations…AI is going to do it all better.
We are forced, therefore, to rethink the role of a consultant and what it is that will make them indispensable.
One timeless concept, from the classic book The Trusted Advisor, offers guidance in this evolving landscape: The Trust Equation1. You may have heard me talk about The Trust Equation before - I’m a strong believer in its power to act as a North Star for consultants. So, how does it provide a lens for understanding how to stay competitive in a world increasingly dominated by AI?
The Trust Equation
The trust equation breaks trustworthiness into four key components:
Credibility: Your expertise and ability to deliver accurate information.
Reliability: Consistently doing what you promise.
Emotional Intimacy: Building personal connections and creating a safe environment for clients.
Self-Orientation: How much you’re focused on the client’s needs versus your own.
(See Skills to Grow your Reputation and Revenue for more on the role of The Trust Equation in business development).
Humans vs. AI: A Trustworthiness Breakdown
If we consider each of the four domains, I think AI wins on three and there is only one where humans have a unique edge. This is the foundation consultants must lean on to differentiate themselves.
1. Credibility
Clients value the lived experiences and nuanced judgement that human consultants bring, but this won’t last forever. AI’s ability to process vast amounts of data and provide consistent, evidence-based insights will soon rival, or even surpass, human credibility.
2. Reliability
AI already outperforms humans here. 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. Yes - Gen AI tools “make stuff up” (that is, literally, what they do - they predict the most likely next word), but they improve and we all get better at prompting mistakes will become rarer.
3. Self-orientation
AI tools are programmed to serve the client’s needs without personal agendas, which can make them appear more selfless. Humans, while capable of low self-orientation, still need to navigate their own goals, such as career advancement or financial compensation. AI wins again - but there is nuance. The potential biases inherent in AI systems, stemming from the data they’re trained on, must be carefully managed to ensure fairness and impartiality.
4. Emotional intimacy: The human edge
This is where humans shine. Emotional intimacy comes from building genuine connections, understanding client fears, and addressing their challenges with empathy. AI, despite advances, cannot replicate the warmth and humanity of a trusted advisor. It’s in this area that consultants can - and must - excel.
Doubling Down on EI and Intimacy
From this point in time, consultants who focus on intimacy and demonstrate Emotional Intelligence will stand out. Invest in developing your interpersonal skills - people often think these are innate, but they absolutely can be taught, learnt, and improved.
You might want to check out our 3-part series on Counselling Skills for Consultants for some professional tips and an understanding of how these skills can support you to be a great consultant:
Supercharge your client relationships with empathy and unconditional positive regard
Mastering active listening to enhance your client relationships
I have a few ideas of practical ways to hone in on the intimacy part of The Trust Equation. Do share any others you have in the comments as I’m sure the community would value some inspiration.
1. Insist on human-centred content creation
From LinkedIn posts to white papers to proposals, I think it’s critical your content reflects your authenticity, thoughtfulness, and real-world experiences. AI-generated material may be efficient, but it often lacks the personal touch needed to connect with clients. Share stories, insights, and opinions that reveal your unique perspective and build a sense of trust before you even meet potential clients.
2. Know your neuroscience
Understand the psychology of decision-making, including how fear and emotional triggers influence client choices. We may like to think clients will make rational decisions but, in fact, decision-making happens in the primal brain which is driven by emotion and instinct. The experts on the psychological theory of persuasion at SalesBrain have shown that there are six stimuli that trigger the primal brain response: personal, contrastable, tangible, memorable, visual and emotional. By addressing these factors, you’ll become a trusted advisor in ways AI cannot.
For more on this see: Proposals, pitches, and the primal brain: Step 3 to Consulting Sales Mastery
3. Make empathetic recommendations
AI can generate insights, but humans bring empathy to decision-making. Use your human superpowers to tailor your advice to the specific context and emotions of your client. Use your understanding of their personality type, the pressures they are facing, the history of your relationship with them - all the things you have that the machine does not to help your clients feel confident in taking action.
The Consultant’s Role in an AI-Driven World
AI will continue to evolve, and its capabilities may one day include approximating emotional intimacy. However, humans will always have an edge: clients want to believe there’s another human on the other side of the table - someone who understands their challenges and cares about their success.
As consultants, our job isn’t to compete with AI but to embrace it as a tool to enhance our work. Use AI to increase your efficiency and credibility but invest heavily in building human connections. By combining the best of both worlds, you can - I hope - remain indispensable in the rapidly changing consulting landscape.
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Introduced by Maister, Green, and Galford in The Trusted Advisor