The GSI partnership AI playbook is being rewritten in real-time

and it’s happening faster than you think….

While consulting firms were building AI services and assets, AI companies started building consulting arms to compete directly with them for Fortune 500 deals.

🔹 OpenAI launched a $10M+ custom consulting service, placing forward-deployed engineers directly in client organizations, competing head-to-head with major consulting firms.

🔹 Accenture consolidated under “Reinvention Services” and developed partnerships with Nvidia, Google, AWS—but now faces OpenAI as a direct competitor, not just a platform partner.

🔹 Capgemini acquired WNS for $3.3 billion for “Agentic AI-powered Intelligent Operations”, while AI companies build their own implementation capabilities.

🔹 PwC restructured into 8 specialized platforms, as AI vendors bypass traditional consulting entirely.

🔹 Deloitte launched its Human Capital AI solution suite, while competing against AI companies that now offer their own workflow implementation.

The Disruption

↳ Old Model: AI companies build platforms → Consulting firms implement → Enterprises adopt

↳ New Reality: AI companies build platforms AND compete for implementation → Consulting firms fight on two fronts.

What’s Different:

→ AI companies are expanding from API providers to AI transformation partners, offering $10M+ consulting engagements to solve large-scale challenges faced by major industries.

→ Consulting firms are becoming AI solution designers and doubling down as the industry-specific value layer, building proprietary solutions that make AI platforms enterprise-ready.

→ Enterprises face a new choice: AI-native implementation (AI companies) vs industry-expert implementation (consulting)

What’s Next:

→ In 2-3 years, the line between consulting and AI companies will dissolve completely. AI companies will either build consulting capabilities internally or acquire them.

→ Consulting firms will either develop proprietary AI platforms or risk becoming implementation-only vendors.

The victors will be those who move fastest to combine cutting-edge AI technology with enterprise-grade industry expertise.

Critical Questions for HR Tech CEOs:

✅ How are you adapting to this new market dynamic to build relationships with AI companies and consulting firms to enable growth?

✅ How are you enabling both channels without creating competitive conflicts?

✅ Is your talent prepared to adapt and be embedded into AI engagements that deliver faster and leaner?

The Bottom Line

We’re entering the AI consulting war—where platform providers and consulting firms compete directly for the same enterprise transformation budgets.

HR Tech CEOs: How are you designing and building your partnerships with consulting and AI companies?

Connect with me to discuss further.

Note: All views expressed in this article do not represent the opinions of any entity whatsoever with which I have been, am now, or will be affiliated. My opinions are my own.