A consulting firm's AI chief explains why it's using agents to give free business advice to anyone who wants it

In a groundbreaking move, West Monroe, a mid-sized global advisory firm, has unveiled six AI agents capable of generating comprehensive strategy reports at no cost. Available through their newly launched website, WestMonroe.ai, these agents tackle crucial topics including business model risks and AI maturity, aiming to assist business leaders in evaluating ideas and strategies before committing to more extensive planning. The AI agents provide users with tailored reports ranging from 5 to 10 pages, offering insights into competitive strategies and potential disruption risks that may impact their businesses. For instance, a retail company could utilize the platform to identify relevant AI applications, while private equity firms could assess opportunities within their portfolio. Bret Greenstein, West Monroe’s chief AI officer and a former partner at PwC, explained that this platform delivers more personalized insights compared to generic responses from other AI tools like ChatGPT. With the firm’s extensive knowledge and experience from working with thousands of clients, the AI agents can produce early-stage strategic analyses that traditionally would have cost clients significant amounts of money. Greenstein emphasized the importance of making this information accessible to a wider audience, stating, "There's a need to bring this information to people and then allow them to take better actions." The initiative reflects a shift towards a 'democratization of insights' in the consulting industry. The concept behind these free agents originated from West Monroe's internal use of AI coding tools, which enabled non-engineers to create functional prototypes for clients. As consulting increasingly focuses on implementation and transformation, Greenstein noted that the goal is not merely to sell these tools but to guide companies toward actionable strategies. While West Monroe will continue its traditional consulting services, the introduction of these AI agents marks a new phase in their approach to client engagement. Greenstein acknowledged that offering free consulting might provoke concern among competitors, yet he believes that the industry must adapt to these technological advancements. The rapid integration of generative AI into consulting practices is reshaping established pricing models and raising concerns about job displacement, particularly for entry-level positions. However, Greenstein reassured that West Monroe is still hiring and that AI is not set to replace consultants. He highlighted the irreplaceable qualities of judgment and critical thinking that consultants bring to the table, asserting, "Ultimately, judgment, critical thinking, and experience are uniquely ours." As the consulting landscape evolves, Greenstein envisions a future where consultants collaborate closely with clients, focusing on producing impactful outcomes rather than getting bogged down by the mechanics of the job.