GenAI Acceptance in Professional Services: The Case of Management Consulting

Abstract

The increasing relevance of Generative Artificial Intelligence (GenAI) in professional services, particularly in management consulting, and its impact on client services and operations raises the question: “What factors influence consultants’ acceptance of GenAI?” This study explores the intricate factors influencing the acceptance of GenAI, specifically focusing on management consulting. Using an adapted version of the Unified Theory of Acceptance and Use of Technology (UTAUT) as the theoretical framework, a mixed-methods approach was employed: Twenty semi-structured interviews and a quantitative survey of 140 consultants reveal insights into consultants’ perceptions and interactions with GenAI. The findings indicate the relevance of performance and effort expectations, social influence, facilitating conditions, and concerns about GenAI’s trustworthiness. Highlighting the complexity of human-technology dynamics, some consultants view GenAI as an opportunity to gain a competitive advantage in their career progression, while others report feeling ashamed when disclosing their use of it. This study broadens the scope of technology acceptance research, introduces specific adaptations and extensions of the theory to better fit the GenAI context, and provides practical managerial recommendations.