How European consulting firms are futureproofing through agility, trust and AI
As European consulting firms gear up for 2026, one challenge looms large: staying efficient and competitive in a rapidly evolving market. To explore how consulting leaders are navigating this new reality, Deltek brought together industry experts to explore how consultancies can stay competitive in a fast-changing market.
During the panel discussion, Per Agholm (Senior Partner at Xlent Consulting Group), Daniel Jurow (Principle Advisor at Sevoir Group), and Larry Zeenny (Founder at Consultancy.org) shared their insights on how consultancies can remain competitive, highlighting three key areas: agility, trust and AI.
Growth through agility
As Per Agholm explained, growth today isn’t about being the biggest – it’s about being the fastest to adapt (agility).
Xlent Consulting Group, a Nordic management and IT consultancy focused on digital transformation and technology, has built a decentralized operating model designed for adaptability. With 26 operating companies across 17 locations, local management teams are empowered to make decisions tailored to their markets.
This agile structure allows the consulting firm to respond quickly to changes and shifting conditions, while regional expert hubs focused on areas such as analytics, ESG and cybersecurity provide deep expertise where it matters most – within the local teams.
Per emphasized that local insight and autonomy are now essential for resilience: “Change in the consulting world is constant – the only constant we know of. So, we try to embrace it, welcome it, and enjoy it.”
Building client trust
Larry Zeenny from Consultancy.org highlighted how trust remains the cornerstone of profitable and successful client relationships. He shared four key strategies for deepening client loyalty:
Put the client’s interests first
Trust starts with putting the client’s success ahead of short-term gain. That means staying engaged beyond the project scope, offering insights between assignments, and showing genuine commitment to their long-term goals.
Act with integrity
Clients value honesty. Integrity means setting clear expectations, being upfront about what’s achievable, and owning setbacks with transparency. Open dialogue builds lasting trust.
Deliver with expertise
Consultants are hired for results. That requires deep expertise, customized solutions, and the humility to bring in others when needed. Prioritizing outcomes over ego strengthens credibility.
Foster personal connection
Consulting is still a people business. Relationships matter. Trust grows through authentic engagement and consistent communication. Formalizing touchpoints and development plans helps sustain connection over time.
Zeenny noted a study from Source Global Research saying that 87% of clients cite trust as a primary factor in hiring consultants.
He further highlighted how enterprise resource planning (ERP) platforms are playing a bigger role in building trust and transparency. Zeenny pointed out that today’s ERP systems aren’t just back-office tools anymore; the’re key drivers of strategy.
“ERP is another area where investments are being made. The latest SPI research found that firms which master their ERP and technology systems can see profitability spikes up to 18 percent compared to those that don’t.”
By bringing together project data, financials and client communications in one place, ERP enables firms the backbone to offer more consistent service, make better forecasts and earn client confidence through real-time insights.
The age of AI
Sevoir Group’s Daniel Jurow highlighted a major shift: the rise of knowledge accessibility through AI. With AI everywhere, clients don’t just want advice – they want execution.
Consulting firms need to move beyond traditional frameworks and analysis to focus more on hands-on implementation. Daniel pointed to a study from IBM, which found that 66% of clients would walk away from firms that don’t embrace AI. The takeaway? Consultants must shift from simply delivering insights to becoming true transformation partners.
AI is no longer optional – it’s expected. Jurow outlined several AI-native capabilities clients will demand by 2026:
- Always-on insight – AI replaces static reviews with real-time intelligence.
- Data liberation – Hidden insights become visible value.
- Transformation mastery – AI is only as good as your people’s ability to use it.
Agholm added another layer to this evolution: the need for continuous tech fluency across teams. Rather than relying on centralized R&D or training departments, Xlent Consulting Group fosters peer-to-peer learning and horizontal communication. Using modern tools and open forums, employees subscribe to topics of interest and share insights across locations. He stressed that “tech such as AI must be connected to people and business” and that strong client relationships create opportunities for co-learning and innovation.
Building on this, Jurow emphasized that successful AI adoption isn’t just about tools – it’s about culture. He posed a critical question that firm leaders should consider: “Do you create an environment where employees are encouraged to openly experiment with new tools and to celebrate the learning process, or do you drive innovation underground?”
He argued that firms embracing AI as a collaborative journey – where employees feel safe to admit what they don’t know and are encouraged to experiment – will unlock bold innovation. In these environments, job security fuels creativity rather than cautious compliance.
“The firms building winning cultures are going to treat AI adoption as a collaborative process where people can admit what they don’t know about new tech and experiment openly. They will channel job security into bold experimentation, not fearful compliance,” noted Jurow.
In a recent thought leadership piece, Bret Tushaus (vice president for product at Deltek) elaborated how AI and Generative AI are revolutionising the traditional consulting model, and how firms can stay at the forefront of the development.
Agility, trust and AI
The panel discussion with the three industry experts made one thing clear: the future of consulting belongs to firms that combine technological agility with cultural openness, and data-driven insights with human judgment.
