SHIFTCapital Markets·May 24, 2026, 4:00 AMSignal85Medium term

How AI is forcing McKinsey and its peers to rethink pricing

How AI is forcing McKinsey and its peers to rethink pricing

Clients are questioning the value of advice while getting more used to fees based on successful task completion

Why this matters
Why now

The rapid deployment and increasing sophistication of AI models are directly impacting the perceived value and delivery mechanisms of white-collar professional services, forcing a re-evaluation of traditional billing structures.

Why it’s important

This shift in pricing models for consulting services reflects a fundamental change in how value is assessed and delivered in knowledge work, signaling broader implications for service industries and the future of human-AI collaboration.

What changes

Consulting firms will move away from time-based billing towards outcome- or value-based pricing, driven by AI's ability to automate tasks and provide actionable insights more efficiently.

Winners
  • · Clients of consulting firms
  • · AI-powered consulting platforms
  • · Consultants adept at leveraging AI
Losers
  • · Traditional consulting firms (slow to adapt)
  • · Consultants performing repetitive tasks
  • · Time-and-materials billing models
Second-order effects
Direct

Consulting firms will accelerate their investment in AI tools and talent to maintain competitiveness and deliver value-based outcomes.

Second

This pressure on pricing models could lead to consolidation in the consulting industry as smaller firms struggle to compete with AI-augmented larger players.

Third

The success-based fee model for professional services could become a standard across many white-collar sectors, fundamentally altering business relationships and risk distribution.

Editorial confidence: 90 / 100 · Structural impact: 70 / 100
Original report

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