How European Consulting Firms Are Futureproofing Growth 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. According to Deltek's latest Clarity Study, 75% of UK firms worry about their ability to automate critical processes- a gap that could make or break their growth.

Automation isn't just a technology upgrade; it's a strategic imperative. By streamlining workflows, reducing manual effort, and enabling smarter decision-making, automation empowers consulting firms to focus on high-value activities and respond more quickly to client needs.

To explore how consulting leaders are navigating this new reality, Deltek brought together a dynamic panel discussion led by Pouline Wagtberg, MD Nordics at Deltek. Joining her were industry leaders Per Agholm (Xlent Consulting Group), Daniel Jurow (Sevoir Group), and Larry Zeenny (Consultancy.org), who shared their insights on how consultancies can stay competitive in a fast-changing market.

Growth in an Age of Volatility

Growth today isn't about being the biggest – it's about being the fastest to adapt. As Per Agholm explained, Xlent Consulting Group 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 enables the 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.

Building Client Trust in a Competitive Landscape

Trust remains the cornerstone of profitable and successful client relationships. Larry Zeenny from Consultancy.org 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.

Larry noted a study from Source Global Research saying that 87% of clients cite trust as a primary factor in hiring consultants. It's not just important — it's decisive.

Larry highlighted how enterprise resource planning (ERP) platforms are playing a bigger role in building trust and transparency. He pointed out that today's ERP systems aren't just back-office tools anymore; they're key drivers of strategy.

By bringing together project data, financials, and client communications in one place, firms can offer more consistent service, make better forecasts, and earn client confidence through real-time insights.

Redefining the Role of the Consultant in 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's Institute for Business Value, 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. Daniel 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.

Per 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. Per stressed that "tech must be connected to people and business," and that strong client relationships create opportunities for co-learning and innovation.

Building on this, Daniel 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 conversation 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.

Want to Learn More?

Watch the full webinar for real-world insights, examples, and practical tips for futureproofing growth in 2026.