When AI Takes Over: The Future of Consulting and the Human Role in an Automated World

Embracing Discontinuity and Imagination—How Humans Can Lead Beyond AI in the Age of Intelligent Machines

In the rapidly evolving landscape shaped by Artificial Intelligence, many professionals, especially consultants, face a daunting question: What will be left for humans to do when AI can perform much of our work faster, cheaper, and more accurately? This is not just speculation—it is a reality unfolding before our eyes. As someone deeply entrenched in consulting and trained by AI itself, I find myself reflecting on the future of our profession and the broader role of humanity in a world where machines seem poised to dominate.

AI is not new. The seeds were planted in 1956 at Dartmouth College, where the pioneers of computer science envisioned creating an intelligence indistinguishable from humans—a machine capable of passing the Turing Test. Today, nearly 70 years later, that vision has not only been realized but surpassed. AI systems are now outperforming humans in countless tasks across industries, making it clear that consulting, too, can be largely automated.

Consider two transformative examples from B2C and B2B sectors.

Revolutionizing Content Creation

In the realm of social media marketing, AI-driven content creation has disrupted traditional models. Production costs have plummeted because everything—from scripting to filming—is handled digitally by machines. Exotic, imaginative scenes like coconuts falling into an ocean of tequila—something no human production team would easily attempt—can now be effortlessly generated. The content becomes smarter over time, learning what fans enjoy and optimizing engagement in real time. This personalized “Marketing of One” crafts unique experiences tailored to each individual, yielding significant improvements in impact and conversion.

Even the faces in these campaigns are often computer-generated, removing the once high costs of human talent. AI immerses audiences in detailed, intricate worlds—such as showcasing the complexity of a 400-complication IWC watch—through visual storytelling that would have been impossible with traditional methods.

Transforming Retail and E-commerce

Moving beyond digital content, AI is also reshaping physical and hybrid retail experiences. Imagine an AI-powered store assistant that instantly provides sales associates with a customer’s purchase history and preferences, enabling personalized recommendations in real time. This assistant taps into sprawling, fragmented data stores—customer relationship management systems, regional databases, mobile devices—to prepare sales teams for meaningful, customized interactions. This continuity of knowledge eliminates the loss of critical customer insights when employees leave, ensuring consistent service excellence.

In e-commerce, AI enables brands to generate near real-time photos and videos for thousands of products, allowing daily updates of webshops and highly personalized storytelling. Managers can oversee the entire creative process within one integrated platform, preserving the brand’s identity while leveraging the latest AI models that update seamlessly. Soon, consumers themselves will craft customized brand experiences—ushering in a new era of interactive, fan-driven commerce.

Is There Hope?

Yes—there is hope, and it begins with a shift in mindset. AI is a tool, not a replacement for human ingenuity. Our task is not to compete with machines but to harness them as enablers of new knowledge and deeper connection.

Consulting has always been about understanding people—our consumers, fans, employees, and communities—and creating value for them. AI’s strength lies in its ability to analyze massive amounts of data, providing insights that help us move from a traditional selling culture to a data-driven one. When we use data as social capital, we empower personalized dialogues and build genuine relationships with each individual. The brand is no longer a monologue from corporations to consumers but a shared story woven together with fans themselves.

The Human Role: Discontinuity and Imagination

Our true human strength lies in discontinuity—the courage to challenge norms, to imagine radically different futures, and to lead change that AI cannot foresee. Just as Coco Chanel revolutionized women’s fashion with her iconic tailleur, redefining women’s roles in society, today’s leaders must define their brand’s mission in ways that transcend products and profits. What societal change will your brand champion? How will it improve the lives of your fans? AI can help deliver this mission, but it is human creativity and empathy that must conceive it.

In the future, humans will thrive as knowledge seekers, social capitalists, and challengers—those who embrace uncertainty, foster meaningful connections, and innovate continuously. We will be the architects of culture and meaning in a world increasingly shaped by intelligent machines.

Conclusion

As AI takes on more of the routine, data-driven, and even creative tasks, humans must redefine their purpose. It’s not about fearing obsolescence but about embracing the unique qualities that machines cannot replicate—vision, courage, imagination, and the ability to build social capital through empathy and shared values. AI will transform consulting and many other fields, but it will also open new frontiers for human leadership.

So to all my fellow consultants and professionals: buckle up and stay strong. The world is indeed changing completely, but with it comes the unprecedented opportunity to lead, challenge, and innovate in ways we’ve never imagined before. The future belongs to those who dare to stand apart, imagine boldly, and use AI as a powerful ally—not an adversary—in the journey ahead.