AI and the future of professional services

A new approach to commercial strategy

For years, firms leaned on the same playbook of showing expertise, sharing insights, and earning trust.

AI hasn’t replaced this playbook, but the environment for professional services firms has changed. The real risk isn’t being replaced by machines, it’s blending in and sounding just like everyone else.

This series explores how the AI shift affects the sales process, from first impressions to long-term client relationships. We’ll cover what still works, what doesn’t, and how to stand out with approaches that actually connect with people.

When everyone sounds smart, how do you stand out?

In this first piece, we look at how AI has changed the early part of the sales funnel: market awareness. Traditional signals of credibility no longer cut it. If your polished content isn’t getting traction, you’re not alone. Today, the secret is creating genuine, audience-focused content that actually solves problems, without sounding robotic or like it was generated by AI prompts.

Read Part 1: Professional services and AI: Market awareness in professional services today

Read Part 1

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How do you turn interest into real action and qualified leads?

In this second article, we focus on the middle of the funnel, where prospects move from simply knowing your brand to engaging in meaningful conversations. Today, buyers often skim or skip content, especially with AI making information easier to access. To succeed, you have to deliver value that feels personal and relevant enough to get prospects to take the next step.

Read Part 2: Professional services and AI: Turning interest into action and lead conversion

Read Part 2

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Stay tuned for Part 3

In Part 3, we’ll explore the bottom of the funnel, where proposals get made, prices get set, and deals get won. With AI making everything look similar, standing out means showing your real value in every pitch.

Coming soon