In a move that underscores the evolving dynamics of enterprise AI, OpenAI is now competing directly with consulting powerhouses like Accenture, Deloitte, and EY, embedding its own engineers and researchers into the core workflows of major corporations.
“It’s not just about models, it’s about deployment as differentiation,” said Kabir Choudhury, Associate Consultant at EY India. His remark reflects the industry’s growing consensus that integration—not just innovation—is the true moat in generative AI adoption.
Backed by a massive $1.5 billion in generative AI bookings this year alone, Accenture is pushing the boundaries of AI implementation at scale. Meanwhile, ServiceNow’s Now Assist is projected to reach $1 billion in annual contract value by 2026, signaling that enterprise appetite for applied AI is growing—fast.
OpenAI’s latest strategy includes Forward Deployed Engineers—specialists who co-create GPT-4o-powered tools with clients for a minimum commitment of $10 million. This positions OpenAI not as a product vendor, but as a full-stack transformation partner, challenging the domain long held by legacy IT and consulting firms.
“AI isn’t a one-click SaaS product. It’s an ongoing engagement,” said Saanya Ojha of Bain Capital Ventures, capturing the shift from plug-and-play AI tools to long-term, outcomes-driven partnerships.
Even Indian IT giants are adapting. HCLTech’s recent collaboration with OpenAI suggests a pivot toward “transformation-as-a-service”, indicating that the race is no longer about who builds the best model—but who delivers the most meaningful, measurable results.
Enterprises are no longer looking for devtools; they want strategic solutions, and OpenAI has just made it clear—it’s here to deliver.
