When AI Breaks Your Business Model - What comes next for Consultancies
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When AI Breaks Your Business Model - What comes next for Consultancies
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Summary
In this episode of Truth Revealed, Duart Rankin sits down with communications strategist Andrew Bruce Smith to tackle the questions market research and innovation professionals are actually asking about AI—beyond the hype and the awards case studies.
Andrew brings a unique perspective, having been involved with AI since the early 1980s at Edinburgh University's nascent AI department, and spending the last decade helping organizations understand AI's practical impact on communications, marketing, and research.
The conversation moves fast: from demystifying synthetic data (it's not just "making it up") to exposing what's really happening when you upload a spreadsheet to ChatGPT. They explore why individual AI adoption isn't translating to organizational transformation, the shift from prompt engineering to agentic AI systems, and the uncomfortable truth about what happens to billable hours when AI collapses timelines.
This isn't about whether AI will change your industry—it will. This is about understanding what breaks, what survives, and what clients will still pay you for when the old business models stop working.
If you're tired of AI panic and hungry for strategic thinking about what comes next, this conversation is for you.