PwC clients asking an awkward question – Where’s our AI Discount?

• You’ve probably heard it a thousand times by now: “AI is coming for your job.”
• But here’s the part no one’s putting on the billboards: AI isn’t only coming for jobs. It’s gunning for the Big 4’s profits.
• According to Bloomberg and Business Insider, Big 4 clients have started asking the awkward question no partner wants to hear: “So… remind us why we’re paying top dollar when your shiny AI is doing all the heavy lifting?”

Big 4s bragged. Clients listened.

Since the start of the AI boom, Big 4 firms have been loud about how AI is helping them work faster, cut costs, and “reimagine” client service.

And to be fair, the numbers are impressive:

• Some AI tools now handle 90% of the audit process.

• Auditors review 100% of transactions using tools like EY Helix and PwC Halo, spotting anomalies faster and with better accuracy.

• AI is automating GST filings, transfer pricing reviews, and global tax strategies.

• It’s also showing up in supply chain optimisation and risk analytics.

As former PwC partner Alan Paton told Business Insider, “Most structured, data-heavy tasks in audit, tax, and advisory will be automated within the next 3–5 years — eliminating about 50% of roles.”

EY Global Vice Chair of Tax, Marna Ricke, admitted —  AI is saving her team up to 14 hours a week by summarising reports and flagging key insights.

So, yes — clients now fully understand what AI can do.

And they’re starting to do the math.

The awkward conversation begins…

• Why pay for junior consultants to crunch numbers when ChatGPT-style tools do it in seconds?
• Why pay for research when generative AI pulls industry trends in real time?
• Why pay for templates when AI builds pitch decks, business models, and strategy slides on command?

In short: clients want their cut of the AI efficiency pie.

As PwC’s Chief AI Officer Dan Priest told Bloomberg, “Clients would hear us talk about using AI and say, ‘We want our fair share of those efficiencies.’”

Translation?

Show us the savings — or risk losing the business.

Bloomberg even reported that PwC has already begun quietly lowering prices for certain services, as AI slashes delivery times.

Ahem, ahem.

Looks like clients aren’t just impressed by AI—they expect the savings to show up on their invoices, too.

Also read: Big 4 firms introduce a new kind of audit – AI Audit services

Big 4 business model is at risk

Traditionally, the Big 4 fees are based on:

• Billable hours spent by professionals
• Level of seniority (Analyst < Manager < Partner)

But now, with generative AI tools entering the scene, Clients now “demand outcome-based pricing models” instead of the traditional billable hours that the Big 4s have followed for decades.

Also read: Amazon’s CEO said what others are afraid to admit: Many roles won’t survive AI

AI Discounts aren’t just a Big 4 phenomenon — They’re everywhere

As AI tools speed up work and cut costs across sectors—from consulting and finance to legal and marketing—clients everywhere are pushing for pricing that reflects these efficiencies.

Whether it’s PwC lowering fees or law firms and marketing agencies adjusting rates, the message is clear: If AI does more, clients expect to pay less.

(First reported by Business Insider, GoingConcern.com)