Every consulting firm has an AI story right now. Fewer have clarity on where it's actually moving the needle. A tool here, a workflow tweak there; adoption has been fast and wide. But the deeper question of where AI changes the nature of the work, versus where it's just noise, is one very few have answered clearly.
In our experience, two service lines bring that question into sharpest focus: GTM strategy and Pricing. They're often spoken about in the same breath, bundled under the same "commercial analytics" umbrella. But when you look at what AI is doing to demand and delivery in each, they tell very different stories.
What we're seeing across GTM and Pricing
Sitting across both service lines daily, the difference in how AI is moving each of them is something we track closely.
On GTM, there's a noticeable uptick in analytical demand; more clients are working through questions around AI-enabled service portfolios, prioritizing the right use cases, and building the commercial case for where AI fits in their offering. That requires serious structured thinking (market sizing, predictive customer segmentation, opportunity quantification) and it's driving more of that work our way.
Pricing is moving differently. The stakes of a mispriced product or poorly structured deal are immediate and measurable, which creates a more deliberate relationship with AI adoption. Our pipeline here has held steady, and we think that reflects the market being thoughtful rather than reactive. The opportunity in AI pricing optimization isn't about expanding scope; it's about executing the existing work, margin analysis, price elasticity, revenue management, faster and more accurately without sacrificing rigor.
That distinction is what shaped how we're building our own capabilities. We recently started developing in-house AI capabilities merged with RPA tools to automate the more mechanical layers of pricing analytics delivery. The use cases are clear: automate the groundwork (data structuring, model-building, repetitive QA) and free up senior capacity for the work that actually shapes the recommendation. Automated speed at the base, senior ownership at the top.
Where this is heading
The firms that deliver the most value in commercial analytics won't be the ones that adopted AI fastest or ignored it longest. They'll be the ones that understood where AI earns its place in a high-stakes workstream and where human judgment is still the only thing that holds. That's the standard we're building toward.
Working across GTM and Pricing analytics yourself? Whether you're figuring out where AI fits in your delivery model or need a team that can own the analytical workstream, we'd love to hear what you're seeing on the ground.
Get in touch and let's talk.
