OpenAI's new consulting play: What it means for the future of management consulting

OpenAI isn't just an AI model builder anymore. Last month they launched a consulting business and it's poised to shake up the entire management consulting landscape. If you're working for one of the big firms like McKinsey, this is something you need to watch closely.

The new frontier: Embedding AI consulting

According to a recent Forbes article, OpenAI is now offering enterprise wide consulting starting around the $10 million USD mark. This isn't just selling access to ChatGPT or licensing software. OpenAI is deploying their engineers directly inside clients organisations, working on-site, building AI transformations from the ground up.

This hands-on approach marks a major shift in consulting because the competitive advantage is no longer simply about having access to AI technology. The real game-changer is the ability to embed AI into a company's everyday operations. To weave it into the fabric of the organisation so it actually transforms how work gets done. They bring in the tech and the people to make the change happen in real time. This is the kind of capability that most consulting firms don't have yet.

Who's on board so far?

OpenAI's consulting clients include high-stakes, complex organisations like the U.S. Department of Defense and Grab, SouthEast Asia's leading super-app. These are not simple projects or low-risk experiments. They're tackling difficult, high-impact problems where AI can deliver huge value.

That signals how serious this approach is and OpenAI is playing in the big leagues, building solutions that can affect millions of people and major industries.

Why this matters for traditional consulting

Traditional consulting has long been a manpower business. Firms charge by the hour for strategy workshops, powerpoint decks, and managing projects. The focus is often on advice and planning, with execution left to the client.

OpenAI's consulting arm blends cutting-edge tech with embedded delivery. It's more than advisory, it's actual transformation, live, with tech and people fully integrated.

This puts pressure on consulting firms who don't have serious AI capabilities. The future isn't about churning out slick presentations, it's about making AI-powered transformation happen.

Partnerships will be the key

For consulting firms without internal AI talent, partnering with AI companies isn't optional. These alliances bring access to advanced tech and the engineers needed to embed AI solutions deeply in client organisations.

What does the future of consulting look like?

The consulting firms that thrive will be those who adapt quickly.

• Fewer decks, more deployment: The days of endless slide decks will fade as clients demand real-world results delivered fast.

• Tech-enabled consulting: Firms must build or partner for deep AI capability, from engineering to data science.

• Embedded teams: Consultants will work alongside client staff, blending strategy, tech, and execution.

• Broader skill sets: Consulting will be more interdisciplinary, combining technology, business acumen, and change management.

That last point is critical because transformation isn't just about technology. It's about people, culture, and managing change. AI adoption requires more than deploying tools, it needs thoughtful approach to how people work, what skills they need, and how leaders support their teams through the shift.

Change management remains vital

Change management, communications, and upskilling are essential components of successful AI transformation. Firms that can combine technical delivery with human-centred change work will have the upper hand.

So what should you do?

If you're a leader in the consulting industry or a client buying consulting services, here are some things to consider:

• Invest in AI skills: Build up your internal AI and data science capabilities or find partners who have them.

• Focus on outcomes, not outputs: Clients want solutions that work in practice, not just well-crafted plans.

• Embed change management: Prepare your people and culture for AI integration from day one.

• Look beyond strategy: Be ready to execute and embed technology, not just advise it.

For those outside consulting, this trend signals how quickly AI is becoming integral to business transformation. The future isn't AI as a tool on the wide, it's AI embedded deeply in how organisations operate.

The big picture

Open AI's move into consulting is more than a revenue stream. It's a glimpse of where the entire consulting industry is heading.

Traditional consulting firms will need to evolve from strategy shops into tech-powered transformation partners. Those that fail to adapt will risk being left behind in a world where AI is no longer a competitive advantage by itself. Deployment and execution are what truly matter.

The consulting landscape is shifting from "advising" to "doing" with AI at the centre. If your firm isn't already thinking about this it's time to start.