How AI is Reshaping Strategy and Consulting -And What Comes Next

By Asbj?rn Levring, Founder of INSTRAT360

In the past few years, artificial intelligence (AI) has moved from a distant idea reserved for tech giants to a concrete, near-universal force reshaping how organizations across every sector operate. As a strategy and consulting professional, I’ve witnessed a profound shift in my own work and the broader marketplace: clients today are not only interested in how to navigate the latest technology wave - they want proof that AI can transform their business model, improve outcomes, and do so ethically.

At INSTRAT360, we’ve been actively exploring how AI can elevate the insights we deliver and the speed at which we serve our clients. Below are some reflections on the future of AI in strategy and consulting - what it means for consulting firms, for the clients we advise, and for leaders trying to harness AI to stay competitive in an uncertain world.

AI Is Moving the Needle on Strategic Thinking

Traditionally, strategy consulting has thrived on human ingenuity and carefully honed methodologies - frameworks, interviews, market analyses. Today, AI augments these efforts by accelerating research, uncovering hidden insights in large datasets, and even generating first-pass recommendations.

For instance, generative AI tools can synthesize industry reports and internal data in days rather than weeks, freeing consultant teams to focus on high-impact interpretation and decision-making. While AI can’t fully replace human judgment - especially when the stakes are high and decisions require empathy or a nuanced understanding of organizational culture - it adds a level of speed, depth, and rigor that was not possible just a few years ago.

Clients Demand AI-Driven Solutions - Not Theoretical Advice

A decade ago, many consulting engagements ended with a polished slide deck outlining recommendations. Nowadays, clients - especially in Europe’s fast-evolving markets want tangible, AI-driven tools they can integrate into daily operations.

That shift from purely strategic guidance to strategy + execution means consultancies must offer end-to-end capabilities. It’s no longer sufficient to advise on the benefits of AI or digital transformation; firms must also help clients implement custom AI models, reengineer business processes, and even train client teams.

At INSTRAT360, we see this in our own projects: whether in manufacturing, financial services, or the public sector, leaders demand not just the why of AI, but the how and the when complete with proof-of-concepts, risk assessments, and roadmaps for scaling.

People and Processes Remain at the Center

While the allure of AI is strong, it’s people and processes that ultimately determine the success of AI initiatives. Organizations often underestimate how much adaptation is required to truly embed machine learning, analytics, and automated decision-making into their strategy.

• Change Management: Employees naturally resist change, particularly when new technologies bring shifts to responsibilities or potential job displacement concerns. Effective AI adoption calls for clear communication, reskilling programs, and a framework for governance.
• Leadership Buy-In: Senior executives must champion AI from the top, ensuring resources, budgets, and priorities align with transformation goals.
• Data Culture: Many AI projects fail because underlying data is incomplete or siloed. Building a robust data culture one that values data quality and collaboration—is critical before advanced analytics can flourish.

The best consultants will be those who blend AI expertise with human-centric change management, ensuring digital tools create lasting impact.

Regulation and Ethics Are Front and Center

In the European context, regulations such as GDPR have already underscored the importance of privacy and data protection. The upcoming EU AI Act will further tighten requirements around transparency, bias, and risk management for AI systems.

Consulting firms and clients alike must stay ahead of these developments:

• Compliance as a Differentiator: Organizations that incorporate responsible AI practices from the outset will be more competitive in bidding for public contracts and building consumer trust.
• Ethical AI Frameworks: Complex AI models can inadvertently produce biased outcomes or make decisions with limited human oversight. Designing robust ethics frameworks—and regularly auditing AI systems will become a core consulting offering.

For founders and leaders looking to build AI into their strategy, understanding these regulations isn’t just about avoiding penalties; it’s a strategic advantage that strengthens brand reputation and stakeholder confidence.

The Next Frontier: Continuous Experimentation and Scaling

We’re transitioning out of an era where AI was used in isolated pilot projects and heading into one of system-wide integration. Companies are moving from experimentation to scaling AI across multiple business units - from marketing to supply chain to R&D.

For consultancies, this shift demands:

• Deep Industry Specialization: From predictive maintenance in manufacturing to personalized medicine in healthcare, each industry requires tailored AI solutions.
• Agile Delivery Models: Instead of traditional, lengthy project timelines, shorter iterative sprints help adapt AI models quickly as new data or regulations emerge.
• Productized Services: Some consulting firms ours included are turning proven project solutions into replicable, subscription-based offerings. This “consulting-as-a-service” approach can lower costs for clients while providing ongoing engagement and innovation.

As we look to the future, one thing is clear: AI is not just a single technology revolution - it is an exponential shift in how businesses strategize and operate. For consultancies, it offers a remarkable opportunity to deliver deeper insights, accelerate client results, and differentiate with innovative offerings.

But success requires thoughtful integration - of humans and machines, of ethics and ambition, of compliance and creativity. At INSTRAT360, we’re doubling down on AI precisely because we believe it’s the gateway to more transformative engagements - where consultants don’t just recommend, but truly enable the progress our clients envision.