AI
How AI Is Forcing McKinsey and Its Peers to Rethink Pricing
nThe hour is up
For the better part of a century, the economics of management consulting have rested on a beautiful fiction: that the value of advice can be measured in time. An analyst’s hours, a partner’s days, a team’s weeks on site — these were the denominator around which entire firms were built, pyramids of talent whose profitability depended on billing more hours than competitors at rates clients would reluctantly accept. The fiction held because nobody had a better alternative.
Artificial intelligence has now supplied one.
The pressure is visible in the numbers, in restructured partner pay, and in the quiet desperation with which firms like McKinsey, BCG, and Bain are repositioning themselves not as advisers but as delivery partners. The consultancy industry’s pricing model — the bedrock of a $700 billion global market — is cracking. The question is not whether it will change. It already is. The question is who benefits.
A familiar disruption, an unfamiliar pace
The consulting industry has survived disruptions before. Offshoring squeezed margins in the 2000s. The post-2008 austerity wave hammered public-sector mandates. The pandemic briefly collapsed travel-dependent engagement models. Each time, the billable-hour survived, battered but intact.
This time is structurally different. What AI is compressing is not demand for advice — that remains robust — but the labour input required to produce it. The Management Consultancies Association’s January 2026 member survey found that 77% of UK consulting firms have already integrated AI into their systems, with 76% deploying it specifically for research tasks and 68% having increased automation of core workflows. Meanwhile, the global AI consulting and support services market, valued at $14 billion in 2024, is forecast to expand at a compound annual growth rate of 31.6% to reach $72.8 billion by 2030 — a trajectory that reflects how thoroughly the tools are reshaping both supply and demand.
When AI compresses the time required to produce work, hourly billing stops being a proxy for value. It becomes a liability.
The AI consulting pricing model is already shifting — and McKinsey is leading it
In November 2025, Michael Birshan, McKinsey’s managing partner for the UK, Ireland, and Israel, made an admission that would have been unthinkable five years ago. Speaking at a media briefing in London, Birshan told reporters that clients were no longer arriving with a scope and asking for a fee. Instead, they were arriving with an outcome they wanted to reach and expecting the fee to be contingent on McKinsey’s ability to deliver it. “We’re doing more performance-based arrangements with our clients,” he said. About a quarter of McKinsey’s global fees now flow from this outcomes-based pricing model.
That 25% figure is both significant and revealing — significant because it marks a genuine departure from decades of billable-hour orthodoxy, revealing because it shows that three quarters of McKinsey’s revenue remains anchored to the old model. The transition is real. It is not complete.
The driver is largely internal. McKinsey’s Lilli platform — an enterprise AI tool rolled out firm-wide in July 2023 — is now used by 72% of the firm’s roughly 45,000 employees. It handles over 500,000 prompts a month, auto-generates PowerPoint decks and reports from simple instructions, and draws on a proprietary corpus of more than 100,000 documents, case studies, and playbooks. By McKinsey’s own reckoning, Lilli is saving consultants 30% of their time on research and knowledge synthesis. When a tool saves 30% of the hours that used to justify an invoice, the invoice requires a different rationale.
BCG has pursued a parallel path. Its internal assistant “Deckster” drafts initial client presentations from structured datasets in minutes. BCG disclosed in April 2026 that roughly 25% of its $14.4 billion 2025 revenue — approximately $3.6 billion — derived from AI-related work, the first time any Big Three strategy firm has made that figure visible. Bain’s “Sage” platform performs comparable functions. PwC, which became OpenAI’s first enterprise reseller, committed $1 billion to generative AI in 2023 and subsequently deployed ChatGPT Enterprise to 100,000 employees. KPMG followed with a $2 billion alliance with Microsoft.
Collectively, the Big Four and major strategy houses poured more than $10 billion into AI infrastructure between 2023 and 2025. The investments were real. The pricing implications they’re now confronting were perhaps underestimated.
What is outcome-based pricing in consulting — and why does AI accelerate it?
Outcome-based pricing ties a consulting firm’s compensation to measurable results — revenue growth, cost reduction, market-share gains — rather than to the hours or scope of work delivered. It existed before AI, but AI transformation projects suit it naturally: they are multi-year, multidisciplinary, and generate data that makes performance tracking tractable.
As Kate Smaje, McKinsey’s global leader of technology and AI, noted in November 2025, the shift “developed over the past several years as McKinsey started doing more multi-year, multidisciplinary, transformation-based work.” AI didn’t originate the model. It made it commercially necessary.
The structural problem no press release addresses
Here is where the analysis must get uncomfortable for the firms themselves.
The productivity gains AI is generating inside McKinsey, BCG, and Bain are not, in any consistent way, being passed on to clients. One detailed analysis of MBB pricing practices published in 2025 concluded bluntly: firms’ external pricing “hasn’t moved” even as internal AI tools have displaced significant analyst labour. Clients are still paying as if junior consultants spent 80-hour weeks building the models from scratch. In many cases, Lilli or Deckster did it in an afternoon.
This creates a credibility problem that compounds over time. Sophisticated procurement teams at large corporations are beginning to ask questions about methodology, tool usage, and the provenance of deliverables. Deloitte Australia’s AU$440,000 refund to a government client over unverified AI-generated outputs — reported in 2025 — turned what had been a theoretical concern into a profit-and-loss event. Ninety percent of enterprise buyers, according to subsequent surveys, now want explicit AI governance disclosures built into contracts.
The Financial Times has reported that McKinsey is already adjusting its internal partnership economics in response, planning to shift a greater share of partner remuneration into equity as AI-driven outcome-based pricing makes consulting revenues more volatile and harder to predict quarter-to-quarter. Partners, in other words, are being asked to absorb the risk that used to sit with clients. That is a profound structural change — and one the recruitment and retention of top talent will have to accommodate.
The Amazon McKinsey Group launched in January 2026 — a joint venture combining McKinsey’s strategy capability with AWS cloud infrastructure and AI tooling — represents the most explicit attempt yet to fuse the advisory and implementation roles into a single, outcome-accountable offer. Engagements are scoped for transformations expected to deliver at least $1 billion in measurable client impact. It is a bet that scale and technology integration can justify premium fees in ways that billable hours increasingly cannot.
The counterargument: not all hours are created equal
It would be wrong to read this as consulting’s obituary. The critics of outcome-based pricing are not wrong to worry.
The model introduces its own distortions. When fees depend on measured outcomes, consultants have an incentive to define those outcomes narrowly, to work on problems whose success is easily attributable, and to avoid the ambiguous, long-horizon strategic work that generates the least data but often the most genuine value. A firm paid to raise revenue by 8% in 18 months may not tell a CEO that the business model is structurally broken. A firm paid by the hour has no such structural inhibition.
There is also the question of risk allocation. Outcome-based contracts push downside exposure onto the consulting firm, which sounds appealing to clients until they realise that firms will price that risk into their upside. McKinsey isn’t offering to share downside and cap upside. The performance-based arrangements being described are, in practice, hybrid structures — some fixed base, performance kickers on top — not pure contingency. That’s a meaningful distinction.
Sceptics within the industry point to a second problem: attribution. Did McKinsey’s intervention raise the client’s revenue, or did a favourable macroeconomic tailwind? Determining causality in complex business environments is genuinely hard, and the history of performance-based arrangements in other professional services — notably investment banking and private equity advisory — suggests that disputes over attribution tend to be costly and corrosive.
“Outcomes-based pricing didn’t start because of AI,” Smaje acknowledged in November 2025. The honest implication of that statement is that it won’t be resolved by AI either.
What firms, clients, and the talent market face next
The second-order effects of this pricing shift will ripple well beyond contract structures.
The consulting pyramid — the hierarchy of analysts, associates, managers, partners, and senior partners whose labour cost structure has remained largely stable for three decades — is under genuine pressure. McKinsey’s own research has estimated that approximately 45% of activities traditionally performed by consultants could be automated with existing technology. If Lilli handles research, synthesis, and deck generation, the case for the analyst class — the bottom of the pyramid that cross-subsidises partner economics — becomes harder to sustain.
Hiring data from 2025 suggests firms are already adjusting. The UK Management Consultancies Association survey projected 5.7% consulting revenue growth in 2026 and 7.4% in 2027, with AI services driving the greatest expansion for 66% of firms. Yet headcount growth is not tracking revenue growth — a gap that implies productivity gains are being captured by existing staff rather than expanded teams.
For clients, the shift creates genuine leverage — but only for those sophisticated enough to use it. Enterprise buyers who understand what AI can and cannot do, who can write performance metrics that are both meaningful and attributable, and who are prepared to challenge deliverable provenance will extract real value from the new model. Those who outsource that judgment to the firms themselves will find that outcome-based pricing, in practice, looks a lot like billable hours with better marketing.
The talent market will bifurcate. Consultants who can manage AI-augmented workflows, design outcome metrics, and demonstrate delivery accountability will command premiums. Those whose competitive advantage was research bandwidth and slide-deck velocity — tasks now automated at scale — face a more difficult conversation. Research published in late 2025 found that consultants using AI tools completed tasks 25% faster at 40% higher quality, but the strategic thinking, relationship management, and client judgment that justify senior fees remain, for now, distinctly human.
The tension that will define the next decade
There is a phrase circulating in elite consulting circles that captures the bind precisely: firms are being asked to be accountable for outcomes they do not fully control, using tools whose productivity gains they have not fully disclosed, in a market where clients are only beginning to understand what to demand.
The billable hour was imperfect. But it had the great virtue of simplicity: time spent, time charged. What replaces it will be messier, more contested, and more lucrative for the firms that define the terms before their clients do.
McKinsey’s quiet overhaul of partner pay is the most honest signal of what the industry privately believes: that the revenue model is becoming structurally volatile, and that the people at the top of the pyramid need to share in the uncertainty their AI tools have created. That is not a reassuring message dressed up as progress. It is a reckoning.
The hour was always a fiction. The question now is what honest accounting looks like when a machine has done the work.
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AI Bubble Warning 2026: Why BIS, IMF and Bank of England Fear a Market Crash
Global financial regulators have moved from quiet skepticism to open warning, marking one of the most significant shifts in central-bank rhetoric since the aftermath of the 2008 crisis. The Bank for International Settlements (BIS), the International Monetary Fund (IMF), and the Bank of England have each flagged the risk that a correction in artificial-intelligence valuations could cascade through the global financial system, according to the BIS Annual Economic Report 2026 and reporting compiled by Wikipedia’s tracking of the unfolding episode.
From Confidence to Contagion Fear
The warnings did not emerge in a vacuum. In late June 2026, South Korea’s KOSPI index was forced into a trading halt after Samsung and SK Hynix shares each lost roughly 12% in a single morning, a shock that rippled into the Nasdaq, which fell 2.2% the same day. By the following week, Oracle had recorded its worst trading week since the dot-com crash, sliding 19%, after Apple raised product prices in response to soaring chip costs. The sell-off, detailed in Wikipedia’s account of the June 2026 rout, spread across global chip manufacturers before the BIS issued its formal caution on June 29.
Pablo Hernández de Cos, general manager of the BIS, framed the moment as one of “progress” colliding with “peril,” pointing to inflationary pressure, elevated public debt, and what the institution calls AI exuberance as compounding financial vulnerabilities.
Why This Cycle Looks Different — and Why It Doesn’t
Comparisons to the 1999–2000 dot-com bubble are now routine among Wall Street strategists. Deutsche Bank’s global economics team has described 2026 as resembling “1999 meets 1990,” according to Fortune’s coverage of the growing exuberance debate. JPMorgan’s chief executive Jamie Dimon has repeatedly used the phrase “irrational exuberance,” borrowed from former Fed chair Alan Greenspan, to describe dealmaking activity that he says is running “gung-ho.”
Yet analysts at Fidelity note a structural difference from 2000: hyperscalers are largely funding AI capital expenditure from earnings rather than debt, keeping the capex-to-free-cash-flow ratio below 1, compared with nearly 4 at the dot-com peak, based on Fidelity’s bubble-indicator research. That distinction matters for systemic risk, since debt-fueled busts tend to transmit further into the banking system than equity-only corrections.
The Systemic Transmission Risk
Oliver Wyman’s analysis of a potential AI-led market collapse estimates that an equity crash on the scale of the early 2000s could erase approximately $33 trillion in value — more than annual US GDP — a scenario that would compound if financing tied to data-center and digital-infrastructure debt turns out to be more opaque than banks currently report, according to Oliver Wyman’s assessment of financial-sector exposure. US equity market capitalization currently sits at close to twice GDP, a higher multiple than at the dot-com peak.
Prediction markets have already begun pricing the risk. Polymarket data cited by Tekedia shows the probability traders assign to an AI investment-frenzy collapse by the end of 2026 climbing to 26%, up sharply in recent months as valuations in chip and hyperscaler stocks stretched further.
What Regulators Are Asking Institutions to Do
The BIS is not calling for a halt to AI development. Instead, it is urging financial institutions to build greater transparency into AI-related financing, particularly the private-credit channels that now fund a large share of data-center buildouts, and to stress-test balance sheets against valuation drops of 30%, 40%, or even 50% in AI-exposed equities. The Bank of England has separately warned that investors have not been adequately cautioned about downside scenarios tied to companies such as OpenAI, whose valuation more than tripled between October 2024 and the following year.
For markets in the UK, US, Singapore, and East Asia’s chip-manufacturing hubs, the message from regulators is consistent: the innovation is real, but the financing structure underneath it has not been fully stress-tested against a reversal in sentiment.
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AI Bubble Risk 2026: BIS Warns Private Credit Could Trigger Financial Crisis
The Bank for International Settlements has told the world’s central banks something few wanted to hear in the middle of an AI-fueled bull run: the financing behind the boom now resembles the early architecture of a credit crisis. In its flagship Annual Economic Report, the Basel-based institution known as the central bank of central banks said that if AI returns disappoint and investors reassess risk, falling asset values combined with sudden funding withdrawals could transmit stress across the broader financial system, as first detailed by The Economy.
From Hyperscaler Capex to Systemic Fragility
The scale driving this concern is difficult to overstate. Microsoft, Amazon, Alphabet, Meta, and Oracle are collectively on pace to spend more than $1 trillion on AI infrastructure across 2025 and 2026 combined, a sum the BIS says already outpaces the group’s combined earnings and free cash flow. That gap is why hyperscalers have turned to debt markets at a pace unseen since the buildout of broadband infrastructure, with investment-grade bond issuance by major AI players exceeding $100 billion in six months, according to Oliver Wyman’s analysis of Dealogic and SIFMA data.
Fortune’s review of the BIS report frames the comparison in historical terms the institution itself invoked: the canal mania of the 1830s, Britain’s railway bubble of the 1840s, and the dot-com crash of 2000, each beginning with a genuine technological breakthrough that attracted more capital than commercial returns could ultimately justify, per Fortune. The BIS stops short of calling the AI boom a bubble outright, but its language leaves little room for comfort.
Private Credit’s Opacity Problem
The more acute concern sits outside public markets entirely. Private credit lending to AI companies surged from roughly $3 billion in 2010 to $40 billion last year, the BIS found. Because these loans flow through a web of investment funds, insurers, pension funds, and asset managers with little public disclosure, regulators cannot easily determine where losses would land if AI returns fall short. Unlike banks, these lenders have no deposit base and no central bank liquidity backstop, leaving forced asset sales as one of the few levers available if investors demand their money back.
That vulnerability is no longer theoretical. Blue Owl paused quarterly redemptions on a retail-facing direct lending fund earlier this year, an early sign of the liquidity strain described by Forbes. BlackRock’s TCP Capital Corp wrote down a private loan to an Amazon-seller aggregator to zero from full value, while bankruptcies at First Brands Group and Tricolor Holdings last September, each carrying billions in debt, have sharpened scrutiny of underwriting standards built during the ultra-low-rate years of 2020 and 2021.
Direct lending funds, an ecosystem now exceeding $1 trillion, have quadrupled their exposure to the AI and IT sectors over five years, and that exposure now represents about 15% of their portfolios, the BIS report notes. The Financial Stability Board, which monitors risk across 24 central banks, has separately warned that “significant data challenges” make the sector’s true exposure nearly impossible to map, with bank exposure estimates ranging anywhere from $220 billion to $500 billion depending on methodology, a spread detailed by IndMoney’s market analysis.
Why the Timing Is Especially Dangerous
The AI credit question is colliding with a second global shock that has nothing to do with technology. The closure of the Strait of Hormuz following the outbreak of the Iran conflict in February cut more than 10 million barrels of crude oil a day from global supply, a disruption larger than either the 1973 oil embargo or the 1979 Iranian revolution, according to the BIS report cited by Fortune. That energy shock has kept inflation risk elevated even as central banks weigh whether to ease policy, creating a scenario the BIS describes bluntly: the same monetary tightening needed to contain energy-driven inflation could be exactly what pops the AI-financed debt bubble.
Credit markets are already pricing in some of this tension. Spreads on bonds issued by AI-related companies rated BBB or higher have widened noticeably since the first quarter, briefly approaching a 20-basis-point increase in March, even as equity markets continue to price substantial further upside, a divergence flagged in the Economy’s coverage. Debt coming due from weaker private credit borrowers is projected to jump from $56.6 billion in 2026 to $215 billion by 2028, according to S&P Global data cited by IndMoney, concentrating refinancing risk at precisely the moment AI infrastructure utilization rates are becoming the market’s most important, and least verifiable, number.
What Happens if the Bet Doesn’t Pay Off
Not every analyst agrees the danger is systemic. The CFA Institute’s Enterprising Investor blog has pushed back on comparisons to the 2008 crisis, arguing that private credit’s structural mismatch is fundamentally different from the overnight funding of illiquid mortgage assets that caused the Global Financial Crisis, and noting that a well-diversified multi-strategy portfolio would likely be only marginally affected even by a serious AI correction, per CFA Institute.
But the BIS itself is not predicting collapse so much as demanding preparation. Its central recommendation is for what it calls “robustness” rather than the more fragile “resilience” the global financial system has shown so far, a distinction the institution says matters because a shock, whether a renewed inflation surge or a sharp AI-led repricing, could trigger a broader credit crunch. If half of the projected $6 trillion in AI capital spending through 2030 ends up debt-financed, the resulting credit buildup would exceed all broadband infrastructure investment since the birth of the commercial internet, Oliver Wyman’s modeling shows, and an equity crash on the scale of the early-2000s dot-com bust would, at today’s valuations, wipe out roughly $33 trillion in value, more than the entirety of US GDP.
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UBS Report: Billionaire Wealth Up 25% on AI Boom as Median Wealth Falls
The global billionaire population grew by 13.1% over the past year to reach 3,302 individuals, with their collective wealth climbing 25% — nearly two and a half times faster than the 10.8% growth in average personal wealth recorded across the broader global population, according to the UBS Global Wealth Report 2026. The gap between those two figures, both drawn from the same 56-market dataset, has become the report’s most closely scrutinized finding, offering the clearest documented evidence yet that the artificial intelligence boom is concentrating wealth gains at a scale and speed rarely seen outside wartime economies.
The report’s seventeenth edition draws on data covering markets that together account for more than 92% of global wealth, according to UBS’s own report summary, giving it a scope few private-sector wealth surveys can match. What it found beneath the aggregate numbers is a story of two very different economies moving in opposite directions simultaneously.
The AI Wealth Machine, By the Numbers
The United States remains home to more than 1,000 billionaires — nearly double China‘s count of 562 — while India holds third place globally with 211 billionaires among a population exceeding 1.4 billion, according to reporting from Spear’s. But the most striking single data point in the report may be South Korea‘s trajectory: the country’s billionaire count nearly doubled, rising from 31 in 2025 to 52 in 2026, driven in large part by the country’s booming semiconductor and AI microchip industries. South Korea’s overall billionaire net worth doubled across the same period — evidence that existing fortunes, not just newly minted ones, expanded sharply on AI-linked equity gains.
Paul Donovan, chief economist at UBS Global Wealth Management, noted that while AI has been one factor behind rising ultra-high-net-worth fortunes, wealth creation reflects a mix of productivity, investment risk-taking, and — at moments of structural upheaval — simple positioning advantage. That framing implicitly acknowledges what critics of the AI wealth boom have argued more bluntly: that early ownership of AI-exposed equities, rather than broad-based productivity gains, explains much of the divergence documented in this year’s report.
Median Wealth Tells a Starkly Different Story
The headline growth figures obscure a more troubling pattern once the data is disaggregated by measure. UBS reported that median wealth — a statistic that better reflects the experience of a typical household than mean averages skewed by billionaire fortunes — actually declined across the majority of countries tracked in the survey, even as average wealth climbed, according to Quartz’s analysis of the report. UBS described the divergence as clear evidence of widening global wealth inequality.
The report’s wealth pyramid data reinforces this picture. The share of adults globally holding less than $10,000 in net assets has continued to shrink, now standing at just over 41% — technically progress, but one driven substantially by asset price inflation among those already holding some wealth, rather than genuine income growth among the poorest segment of the population. Meanwhile, roughly 1.5% of adults in the UBS sample now hold more than $1 million in net assets, with nearly one million new dollar-millionaires added globally over the course of 2025, at a pace of roughly 2,680 people per day.
The United States accounted for close to half of that increase on its own, adding more than 440,000 new millionaires — a rate exceeding 1,200 per day. The United Kingdom added more than 43,000, while France, Spain, Japan, and India each added more than 30,000 new millionaires over the same period.
Where the New Fortunes Are Concentrated
The sectoral breakdown of billionaire wealth growth clarifies exactly how directly the AI boom is driving these gains. Billionaires invested in technology saw their wealth increase by 23.8% in the preceding period covered by UBS’s related Billionaire Ambitions data, while consumer and retail sector wealth growth slowed to just 5.3% as European luxury brands lost ground to Chinese competitors. Industrial wealth, boosted substantially by AI-adjacent infrastructure investment, posted the fastest growth of any sector at 27.1%, reaching $1.7 trillion in aggregate value, with more than a quarter of that growth attributable to newly minted billionaires rather than appreciation of existing fortunes.
Six US technology billionaires alone saw their combined wealth grow by $171 billion, tied directly to AI-driven growth at their respective companies, according to prior UBS reporting reviewed alongside this year’s data. In China, tech billionaires connected to the country’s AI industry likewise saw outsized wealth surges even as the broader Chinese economy continued grappling with a property-sector slowdown and softer consumer spending — illustrating how narrowly concentrated AI-linked wealth creation has become, even within individual national economies.
The Generational Wealth Transfer Compounds the Divide
UBS’s data also captures an accelerating intergenerational wealth transfer that is reinforcing, rather than offsetting, the inequality trend. As the Baby Boomer generation passes on accumulated fortunes, estimates cited alongside the report suggest roughly $90 trillion will change hands globally over the next two decades. Within the current billionaire cohort specifically, newly counted heirs inherited a combined $150.8 billion in the latest reporting period — for the first time exceeding the $140.7 billion in combined fortunes created by self-made new billionaires over the same window, according to data compiled in UBS’s related Billionaire Ambitions research.
That inversion — inherited wealth outpacing newly created wealth among incoming billionaires — marks a meaningful shift in how global fortunes are being replenished, suggesting that even as AI creates genuinely new pools of capital at the top of the distribution, the mechanism reinforcing overall wealth concentration is increasingly inheritance rather than entrepreneurship.
What the Divergence Means Going Forward
The UBS findings arrive at a moment when policymakers across major economies are already grappling with how to tax, regulate, or otherwise respond to AI-driven wealth concentration without stifling the investment that is genuinely driving productivity gains in select sectors. The report does not offer policy prescriptions, but the data itself — 25% billionaire wealth growth against declining median wealth in most tracked countries — provides the clearest empirical anchor yet for a debate that has, until now, relied heavily on anecdote and individual company valuations rather than systematic, cross-country measurement.
For markets and policymakers alike, the report’s central finding functions as a warning that the AI boom’s benefits, however transformative for productivity in aggregate, are not yet reaching the median household in most of the world’s major economies — a gap that is likely to shape political and regulatory responses to artificial intelligence for years beyond the current market cycle.
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