The best reinvention consultants can make in the AI era is to their pricing model

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Consultants are having an identity crisis.

AI's arrival has raised questions about the value consultants provide.

And while people have always questioned what consultants actually do, the AI era has magnified the issue.

Consultants are rebranding themselves and overhauling how they pitch their services to clients.

It's led to the rise of the "AI-native" consultant , where the tech sits at the center of everything they do, writes BI's Polly Thompson.

From cutting major partnership deals with AI companies to leaning into tech-driven projects and away from generalist work, it's a big shift for a trillion-dollar industry.

But just saying you're AI native doesn't make it so.

Polly spoke to insiders about whether the AI capabilities and experience consultants tout are more bark than bite.

Consultants aren't the only ones spinning an AI narrative.

There's been a general shift to reposition companies as AI-related.

My colleague Melia Robinson noticed startups' tendency to slap "AI" on the back of their names .

Consultants could prove their AI abilities by rethinking their pricing.