When AI Does the Work—Should Clients Pay Less?
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When artificial intelligence starts speeding up your work, there’s one question clients are bound to ask:
“If it takes you less time, why am I paying the same?”
That’s exactly what PwC encountered. After introducing AI tools into their consulting services, clients quickly caught on and began asking for a slice of the efficiency savings. So yes, PwC cut some prices. In fact, those early gains from using AI, particularly in systems integration projects resulted in fee discounts.
As PwC continued to embed AI into its workflows, they realised it wasn’t just making projects faster. It was making them smarter, sharper, and more reliable. PwC Chief AI Officer Dan Priest said in an interview with Bloomberg News:
“At the end of the day, the biggest benefit for our clients is much more than price, it’s the ability to move faster, operate smarter and trust the results.”
This marks a turning point in how consulting firms and accounting professionals should think about AI. It’s not just about cutting hours but elevating the quality and insight behind your services. That’s why PwC says the era of AI-driven discounts has “plateaued”. The firm is now focusing less on passing savings down and more on delivering premium value at speed.
What This Means for Accountants
For practitioners and finance leaders, this global trend carries local lessons.
Efficiency doesn’t mean cheaper
Just because AI helps you work faster doesn’t mean you should charge less. If you’re delivering better insights, fewer mistakes, and faster turnaround—that’s worth more, not less.
Focus on trust, not just time
Like PwC, highlight what AI enables: quicker responses, sharper reporting, and smarter decision-making. Clients pay for confidence, not just hours.
Don’t let discounts define you
Passing on AI savings is fair, but make sure it’s balanced with the new value you’re creating. If you’re not communicating that value, you’re selling yourself short.
Value-based pricing is the future
Hourly billing doesn’t reflect the new reality. As AI changes the way work is done, charging for results, not effort, is the smarter strategy.
Bottom line
PwC’s AI journey shows that clients care about price, but what they value even more is speed, intelligence, and trust. As AI becomes part of your practice, remember this: It’s not just what you save, it’s what you unlock.
Source Article: Bloomberg
