The Big Four AI Race: Who Is Winning and Why It Matters

Nov 4, 2025

Explore the transformative impact of AI in accounting as the Big Four ramp up their investments. Discover how firms are shifting from headcount to capability, emphasizing skill over scale. Learn about each firm's unique strategies, from PwC's audit automation to Deloitte's ethical considerations. Smaller firms are advised to define clear AI policies, focus on three specific use cases, and train teams for critical judgment. Transparency and accountability are emphasized as essential for building client trust in this new era.

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INSIGHT

Scale To Skill Shift

The Big Four are shifting accounting from headcount to capability by investing heavily in AI and changing career paths.
They replace repetitive tasks with reasoning work and prioritize human judgment over manual labor.

INSIGHT

Assurance For AI Models

PwC focuses on auditing algorithms and building assurance for AI to prove models are ethical, accurate, and compliant.
Their move centers on trust and accountability in clients' AI systems rather than just speed.

INSIGHT

Data Integration And Governance

KPMG emphasizes unified data integration using Microsoft Fabric and cross-border AI assistants for governance.
Their edge lies in trained governance, trusted AI principles, and reporting uncertainty in machine outputs.

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AI has moved from pilots to playbooks. In this episode Rob Brown breaks down the Big Four AI race and turns it into a practical plan for firms of any size. Learn where automation is helping, where human judgment must stay in charge, and how to build a simple policy clients will trust. You will leave with four moves to compete without the hype.

Key Takeaways

- AI is the main event in audit, tax and advisory

- Leaders treat AI like a system with policy and training

- Accountability rises with automation not the other way round

- Mid tier firms can win with focus and transparency

- Pick three use cases, publish a policy, train for judgment

You can watch this on YouTube here:

https://youtu.be/_-b3fCu-9c8

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The Accounting Voices Podcast serves accounting firm leaders, managers and partners looking to build their executive presence, influence and credibility both internally and externally. Host Rob Brown delivers insights to help professionals strengthen their personal brand, stay informed about industry changes and navigate disruptive forces affecting accounting business models and trends. Check out the show on your preferred podcast app or platform, or go to the Accounting Voices YouTube channel for all of the episodes in video format. https://www.youtube.com/@accountingvoices

Rob works with consultants/experts in the accounting space via personal interviews to create video snippets and thought leadership pieces. If you have success stories, valued expertise or a brand that needs amplifying, but lack the time to create thought leadership or video content, chat with Rob on LinkedIn: https://www.linkedin.com/in/therobbrown

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