The US chief executive of PricewaterhouseCoopers (PwC) has issued a stark warning to the firm's partners: those who do not fully embrace artificial intelligence (AI) have no future at the global consulting giant. Paul Griggs emphasised that senior staff who are not "paranoid about being AI-first" are likely to be replaced by others who are ready to adopt the technology.
No Free Pass on AI Adoption
In an interview with the Financial Times, Griggs stated unequivocally that no one at PwC gets a "free pass" when it comes to AI integration. He added that any employee who believes they have the "opportunity to opt out" of AI is "not going to be here that long." This firm stance underscores the transformative impact AI is having on white-collar industries, particularly consulting, where tasks like accounting, research, and business analysis are increasingly being automated.
Consulting Industry in Flux
Despite concerns about job displacement, data reveals that major consulting firms, including PwC, Accenture, and McKinsey, are benefiting from clients seeking assistance with AI implementation. According to K2 Consulting Research, global consulting grew by 5.5% in 2025, doubling the previous year's growth rate. This surge highlights the dual nature of AI's impact: while it automates certain roles, it also creates new demand for expertise in deploying and managing AI systems.
Shifts in Employment Strategy
Griggs acknowledged that PwC's employment strategy has evolved in response to AI-driven changes in working practices. While the firm remains "a net acquirer of talent at this point of time," the composition of its workforce is shifting. Griggs noted that PwC is no longer recruiting the same proportion of traditional accountants and consultants as it was three years ago. Instead, the firm is hiring more data specialists and engineers to support its AI initiatives.
Last year, PwC reduced its global staff by 5,600 employees, bringing the total number to fewer than 365,000. This reduction reflects broader adjustments as the firm adapts to new technologies and market demands.
AI-Powered Services and Pricing Models
PwC is transforming some of its tax and consulting services into AI-powered automated tools, which clients can access via an annual subscription. Traditionally, consultancies bill based on hours worked, but Griggs explained that these new tools could be used "without a PwC person in the loop." This shift towards automation is expected to lead to new pricing models, such as outcomes-based pricing, where clients pay for results rather than time spent.
Launch of PwC One Platform
The firm is introducing "PwC One," an AI platform offering six automated services for clients. One notable feature is an "anomaly detector" designed to identify flaws in a company's sustainability data. This innovation aims to broaden the market for services offered by the Big Four consulting firms—PwC, Deloitte, EY, and KPMG—by making advanced tools more accessible and cost-effective.
Griggs believes that clients will readily accept outcomes-based pricing because, ultimately, they care most about the results delivered. This transition could redefine the consulting landscape, making AI not just a tool for efficiency but a cornerstone of service delivery and client engagement.
