Tech • AI • Robotics • Game
Anthropic and OpenAI become consultants, the Big Four tremble!
8/10TL;DR
Anthropic, OpenAI and other AI leaders are moving into hands-on enterprise deployment, intensifying pressure on traditional consulting firms by combining software, implementation and direct operational support.
KEY POINTS
AI labs expand into consulting-style services
On 23 October, the Financial Times reported that Anthropic plans a European launch with investment firm Hg through a company designed to send AI engineers and specialists directly into client organizations. The venture is expected to open in London and Berlin by the end of the year and is targeting more than $10 billion in value within five years. The model mirrors the growing role of so-called forward-deployed engineers, already used across the AI sector.
A broader market shift is underway
The move is not isolated. In the United States, Anthropic had already assembled a similar initiative with Blackstone, Hellman & Friedman, Goldman Sachs, Apollo and Sequoia, with about $1.5 billion raised. OpenAI has also set up its own deployment structure with financial backers, showing that leading model developers increasingly want to control not just the software layer but also implementation inside large companies.
Why AI companies want direct access to clients
Enterprise adoption of AI has been slower than expected outside obvious use cases such as coding assistance. Many companies struggle with systems integration, workflow redesign, compliance and internal change management. By placing their own experts on site, AI labs can speed up adoption, capture more revenue and collect real-world feedback that improves their models and products.
Traditional consulting faces a legitimacy challenge
The competitive threat is especially acute for the Big Four and major strategy firms because AI deployment depends heavily on scarce technical talent. The strongest AI specialists are increasingly concentrated in model labs, frontier startups and major tech companies rather than in generalist consulting groups. That weakens the historical prestige and expertise advantage once enjoyed by firms such as McKinsey, BCG and Accenture.
Consulting’s business model is already changing
Critics argue that a large share of consulting revenue no longer comes from pure strategic advice but from staff augmentation, project management and decision cover for executives. In that view, firms are often paid to supply temporary labor or validate management choices rather than deliver unique expertise. AI vendors entering the market are positioning themselves as more credible because they build the underlying systems and can update them continuously.
Incumbents are not collapsing yet
Despite the pressure, major firms still post strong numbers. Accenture recently reported $84.5 billion in annual bookings, including 141 contracts worth more than $100 million in the latest quarter, and its share price jumped about 18% in one day. That suggests large clients still value scale, brand, procurement capacity and the ability to manage complex enterprise transformations.
The strongest defense may be work in the middle layer
The area least vulnerable to full automation is the difficult middle ground between vision and execution: legacy IT migration, sector regulation, internal politics and operational redesign. AI can help with coding, scenario planning and analysis, but many companies still need human coordination when replacing core systems. Some consulting firms are therefore shifting from selling billable days to selling measurable outcomes.
Public-sector work remains a major battleground
Governments are among the biggest consulting buyers. In France, a Senate inquiry described the state’s use of consulting firms as a “tentacular phenomenon,” citing €233.6 million in consulting spending in 2021, up from €103 million in 2018, plus €890 million in IT services. AI-first vendors are expected to target that market aggressively, especially as states search for productivity gains under budget pressure.
A new model may emerge around smaller AI-native teams
Some analysts argue that large organizations are so constrained by legacy structures and internal resistance that meaningful transformation may come from AI-native spin-offs rather than reform from within. That logic favors leaner teams, freelancers and small firms amplified by AI agents. In that environment, the winners may be those able to combine domain expertise, trusted relationships and AI-native execution rather than those relying on the old consulting pyramid alone.
CONCLUSION
The rise of direct deployment units from Anthropic and OpenAI signals that enterprise AI is becoming an execution market, not just a software market. Traditional consulting firms still have scale and client access, but they now face competition from the companies building the technology itself.
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