AI boutique consulting firms and Booking.com adopt AI to challenge traditional business models

A wave of AI-driven boutique consulting firms, founded by former consultants from firms such as McKinsey, Bain and BCG, is emerging to compete with the established MBB and Big Four firms. These startups leverage proprietary AI engines to deliver detailed strategic recommendations, cost‑effective pricing and rapid analysis, positioning themselves as affordable alternatives for companies that cannot afford traditional consulting services.

Meanwhile, Booking.com’s chief operating officer James Waters explained that the online travel agency uses AI models—including Claude, Gemini and ChatGPT—to accelerate competitive analysis, product development and customer‑review research. AI tools enable the company to condense weeks of research into hours, support its “Connected Trip” strategy and integrate AI agents for personalized travel planning. Both developments illustrate how AI is reshaping consulting and competitive intelligence across industries.