A consulting firm's AI chief explains why it's using agents to give free business advice to anyone who wants it
Bret Greenstein, the chief AI officer of midsize consultancy West Monroe, says some of its insights now cost basically nothing to produce.
Bret Greenstein, the chief AI officer of midsize consultancy West Monroe, says some of its insights now cost basically nothing to produce. This repor
Read Full Story at Business Insider Mkt →Why This Matters
This initiative signals a strategic shift in how consulting firms leverage AI to democratize expertise, challenging traditional models where high fees gatekeep digital transformation guidance. By offering free AI-generated insights, West Monroe isn’t just cutting costs—it’s redefining competitive advantage in an industry where exclusivity has long been the primary currency.
Background Context
Management consulting has historically relied on human expertise as a premium service, with firms charging substantial fees for strategic advice. The rise of AI-driven automation in knowledge work has forced consultancies to confront a paradox: while AI can perform some analytical tasks at near-zero marginal cost, clients still demand human judgment for high-stakes decisions.
What Happens Next
The experiment’s success or failure will hinge on whether AI-generated advice can maintain the credibility needed to influence real-world business decisions. If clients find value in these free offerings, competitors may accelerate their own AI deployments, potentially commoditizing strategic consulting further. Meanwhile, questions about liability and accuracy in AI-driven advice could spark new regulatory scrutiny.
Bigger Picture
This move reflects a broader trend of traditional service industries using AI as a loss-leader to capture market share and build brand loyalty. As AI tools become more sophisticated, the line between "free" and "paid" expertise may blur, reshaping client expectations and forcing consultancies to rethink their value propositions beyond mere information delivery.
