AI reshapes professional services around trust and business outcomes

Professional services firms are rethinking how they deliver client value as artificial intelligence takes on more routine work, shifting attention toward human judgment, trusted outcomes and new operating models. The transition is changing how firms structure projects, manage knowledge and measure success. Rather than simply accelerating existing processes, organizations are beginning to redesign workflows around AI-driven execution while preserving the expertise and accountability clients expect, according to Matt Cook, partner and consulting software sector lead at PwC U.K., and Prasad Narasimhan Sulur, chief business officer of Certinia Inc. “Where we’re…