Things to Know Before Hiring That AI Consultant for Your SMB or Enterprise
By Chris Bernard
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The AI Boom: Overhyped or Underdelivered?
The rise of generative AI has ignited a corporate gold rush, and consulting firms raced to stake their claim.
But according to a recent Wall Street Journal article,
many businesses are discovering that the shiny promises made by AI consultants are often more sizzle than steak.
Major consulting firms have poured billions into their AI initiatives, yet companies report a wide gap between expectation and execution.
From failed proof-of-concepts to expensive strategy decks with little real-world application, the article highlights a growing frustration among businesses
that invested heavily in AI consulting—with little to show for it. While some value has been extracted in specific use cases,
the consensus is clear: consultants may not yet be the key to unlocking AI’s full potential.
Before you sign a seven-figure contract with a big-name firm, read this guide first. We’re breaking down eight critical lessons from the WSJ article, so you know what to look for before hiring that AI consultant—whether you’re an enterprise or an SMB.
1. Overpromising and Underdelivering
Many consulting firms led with bold promises about how generative AI would transform businesses—only to fall short. Companies discovered a major gap between consultant hype and actual delivery, often receiving vague frameworks and long reports instead of real solutions.
“We discovered that they really also had no idea how to do these things.” — AmeriSave Mortgage
2. Lack of Hands-On Experience
Despite marketing themselves as AI experts, many consultants had minimal experience working with actual tools like Claude, Gemini, or ChatGPT. Some clients found internal team members knew just as much—or more.
“A Big Four partner had no more or less experience than a kid in college.” — Bristol-Myers Squibb
3. Failure to Scale Beyond Proof of Concept
Some firms managed to build impressive demos or pilot projects, but when it came to scaling across the organization, they faltered. Scalable, production-ready AI remains elusive.
4. Tech-Savvy Clients Are Catching On
Modern enterprises are far more digitally capable than in years past. Many are realizing that their own teams are better positioned to drive AI implementation, especially in complex sectors like healthcare.
5. Late to Build Internal AI Talent
Consulting firms were slow to develop in-house AI capabilities, leaving them behind the curve. This has created a significant vulnerability at a time when real AI expertise is in high demand.
6. Generic Reports, Not Tailored Solutions
A common complaint: hefty invoices paired with generic strategy documents rather than actionable outcomes. Many felt they were paying for ideas, not implementation.
“They charged us $20 million and what I feel like we got was a very long report.” — Catalant CEO
7. No Established Playbook for GenAI
Generative AI is still emerging, and unlike cloud migration or ERP systems, there isn’t yet a mature playbook. Many consultants are improvising in real-time, which introduces risk for clients.
8. Promise of Future Value, But Little ROI Today
Firms are bullish about long-term transformation, but the reality is that few clients are achieving measurable gains today. Much of the value remains theoretical.
How to Avoid the Pitfalls (Without Picking the Big Four)
Hiring an AI consultant can still be a smart move—but only if you choose the right one. Here are five attributes to look for before hiring that AI consultant:
✅ 1. They’re In the Trenches, Daily
Your AI consultant should be actively building and deploying AI tools for real businesses—not just theorizing about it. Ask what they’ve implemented this month, not just what they’re researching.
✅ 2. They Start With Workflows, Not Whitepapers
Look for consultants who begin by identifying 3–5 tangible workflows per team and focus on implementing those. This ensures real results that employees can feel and finance teams can measure.
✅ 3. They Know the Tools Inside Out
Generative AI tools vary widely in function, quality, reliability, and delight. Find someone who’s experimented broadly and knows what breaks, what works, what’s a nightmare—and what’s magic.
✅ 4. They’re More Than a \”Kid in College\”
Experience matters. Seek out consultants with a background in both sales and marketing, who’ve worked with top-tier brands and scrappy SMBs. They’ll bring nuanced perspectives to your specific challenges.
✅ 5. They Can Build, Train, and Scale Custom AI
Whether it’s internal chatbots, custom LLMs, or specialized models, the right consultant will have hands-on experience building tools that get jobs done, align with brand tone, and protect sensitive data.
Final Thought: Think Before You Hire
The generative AI revolution is real—but so are the risks. Avoid the temptation to rush toward a big-name consultancy simply because everyone else is.
Instead, look for consultants who bring real-world experience, tool-level expertise, and a workflow-first mindset.
When you find the right partner, AI won’t just be a buzzword in a boardroom.
It’ll be a measurable force driving productivity, cost savings, and innovation across your organization.
Author: Chris Bernard
Founder at Content Engagement Lab
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