Publicação
The role of generative AI in management consulting: a descriptive exploration of the strategic use and business model integration of generative AI
| Resumo: | Generative Artificial Intelligence (GenAI) is reshaping knowledge-intensive work and has become a strategic priority for management consulting firms. However, systematic evidence on how consulting organisations implement GenAI and manage the associated organisational transition remains limited. This study addresses this gap through an exploratory qualitative design based on 18 expert interviews across Tier-1, Tier-2 and Big Four consulting firms in Germany. The findings show that GenAI primarily acts as an augmentative tool, accelerating research and content production while shifting effort toward evaluation and judgment. Adoption patterns vary across firms and are shaped by the interaction of organisational conditions, consultants’ sensemaking of GenAI, and emerging capability requirements. |
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| Autores principais: | Nöcker, Theresa Christina |
| Assunto: | Generative AI Management consulting Strategic integration Operational transformation Organisational adoption Sensemaking Change management |
| Ano: | 2026 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | Generative Artificial Intelligence (GenAI) is reshaping knowledge-intensive work and has become a strategic priority for management consulting firms. However, systematic evidence on how consulting organisations implement GenAI and manage the associated organisational transition remains limited. This study addresses this gap through an exploratory qualitative design based on 18 expert interviews across Tier-1, Tier-2 and Big Four consulting firms in Germany. The findings show that GenAI primarily acts as an augmentative tool, accelerating research and content production while shifting effort toward evaluation and judgment. Adoption patterns vary across firms and are shaped by the interaction of organisational conditions, consultants’ sensemaking of GenAI, and emerging capability requirements. |
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