Daybreak After Deloitte's blunder, the Big 4 may learn a new AI rule: being wrong first beats being right late
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Oct 8, 2025 Deloitte's recent AI misstep leads to a surprising global rollout of Anthropic's Claude, showcasing a bold new logic among the Big Four. With audit work slowing and regulations tightening, firms like PwC and EY prioritize speed and visibility over accuracy. As they rush to adopt AI, industry sameness emerges, prompting a shift in competition from precision to performance. Future differentiation may hinge on governance and traceability, as firms seek to navigate the evolving credibility economy.
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Deloitte's Costly AI Drafting Mistake
- Deloitte produced a government assurance report that included fabricated citations and quotes due to generative AI use.
- The firm updated the report and refunded part of the A$439,000 fee while still launching a global AI rollout.
Consulting's Pivot From Judgment To Performance
- The Big Four are shifting from judgment-selling to competing on AI speed and visible tech adoption.
- AI is becoming central to consulting rather than just another tool.
Transformation Replaces Traditional Growth Engines
- Traditional audit and tax work no longer deliver growth, pushing firms toward transformation projects.
- Clients want advisors to 'perform' the future by visibly using the AI they recommend.