The short answer to whether you should pay a consultant less if they use AI is, yes — if all they do is:
- Provide data analysis of publicly available information,
- Package generic insights,
- Provide basic business strategy.
AI already does that faster (and cheaper).
However, along the years, we’ve seen the same pattern when it comes to market expansion: a precise strategy but a weaker execution layer.
The real challenge lies in:
- Assessing the dealer’s sales channels against current market conditions and competitors
- Planning of operations
- Execution of strategies in the real world
- Discussions with stakeholders in the field to gather genuine intelligence.
Most of our customers have enough information of the market thanks to their strong market presence from dealers, clients’ visits, trade shows, etc…
What they don’t have is ‘clear operational direction’.
Strategy is not the same as execution. Execution requires context, judgment, stakeholder alignment and real-world feedback loops, all of which is information AI can’t access.
So here’s how to evaluate a consultant in 2026:
The best ones combine their AI leverage + Primary data (Information collected directly from first-hand sources, from real interaction with main actors of the market). That’s where the edge is.
Therefore, “Are they using AI?” is the wrong question. The real question is, “Can they turn facts, data, information, especially when it comes to operational elements, into action?”
It is also whether you require operational steps in the market, or whether it can be done behind a computer.
Because if everything they do can be done behind a screen… You already know the answer.
