All of the 'big four' consulting firms, including PwC, invest billions in AI technology - Yves Herman/ReutersManagement consultants are facing a backlash over plans to adopt AI, with the vast majority of customers saying they don't trust the technology. Some 70pc of consultancy clients said they wouldn't trust a report if it was prepared using AI, according to a survey by Source Global Research. It threatens a looming crisis for the world's biggest consulting firms, which are investing heavily in AI while cutting back on human consultants. More than three quarters of UK consulting firms are using AI to carry out work, according to a recent survey by the Management Consultancies Association (MCA). Britain's biggest consulting firms have also launched their internal AI tools to help automate their work.