Boutique vs Big Firm AI Consulting: Which Should You Choose?
Big 4 and MBB firms have the brand recognition. Boutique firms have the specialization and pricing. For SMBs evaluating AI consulting options, here's what really matters.
Understanding Both Approaches
Specialized, focused, personally delivered
Best For:
Companies wanting specialized AI expertise without enterprise overhead
Global brand, comprehensive methodology
Best For:
Large enterprises needing brand credibility and global scale
Key Differences at a Glance
| Factor | Boutique AI Consultancy | Big Firm AI Consulting |
|---|---|---|
| Senior Practitioner Access | Senior consultants do the actual work | Seniors sell, juniors deliver |
| Brand Recognition | Specialized reputation | Globally recognized brands |
| Pricing Transparency | Clear, upfront pricing | Custom enterprise quotes |
| Flexibility & Speed | Agile, fast decision-making | Structured methodology, slower decisions |
| Global Scale | Regional focus | Multi-country delivery |
| SMB-Appropriate Scope | Right-sized for smaller businesses | Often overscoped for SMB needs |
When Each Type Wins
- You want the person who sells the project to deliver it
- Budget transparency matters to your decision-making
- Speed and agility are important
- You want AI specialization over broad consulting capability
- Your company has fewer than 500 employees
- Board or investor credibility requires a recognized brand
- You need multi-country, multi-department AI rollout
- You want access to proprietary enterprise AI platforms
- Your consulting budget exceeds $200K
- You need integration with existing Big 4 audit/tax relationships
Delivery Model Comparison
The difference isn't just price — it's how the work gets done.
| Factor | Boutique AI Consultancy | Big Firm AI Consulting |
|---|---|---|
| Who Does the Work | Senior practitioners | Mixed (junior-heavy delivery) |
| Decision Speed | Hours/days | Days/weeks |
| Typical Team Size | 2-4 specialists | 5-20+ mixed |
| Methodology Flexibility | Adapted to your needs | Standardized framework |
| Client Attention | You're a priority client | One of many accounts |
| Government Funding Expertise |
Choose Boutique AI Consultancy When...
- You want senior practitioners doing the actual work
- Budget efficiency matters (3-5x savings vs big firms)
- You value agility and fast decision-making
- AI specialization matters more than brand name
- You prefer to be a priority client, not one of thousands
Choose Big Firm AI Consulting When...
- Your board or investors mandate a recognized consulting brand
- You need multi-country AI delivery across 5+ markets
- You want integration with existing Big 4 services
- You need proprietary enterprise AI platforms
- Brand association is important for your company's positioning
How Pertama Can Help
Whichever approach you choose, Pertama Partners can support your AI journey.
Frequently Asked Questions
In terms of global scale and brand, yes. But for AI consulting specifically, boutique firms often have deeper specialization. Big firms spread across hundreds of service lines; boutique firms focus entirely on AI. For SMBs, this focused expertise and senior attention delivers better results.
Big firms often pitch with senior partners who won't do the actual work. Once you sign, the project is staffed primarily with junior consultants. Boutique firms are small enough that the senior people you meet are the ones delivering your project.
Brand matters when (1) your board requires it for governance, (2) investors expect it for due diligence, or (3) the consulting recommendation will be shared with external stakeholders. For internal AI implementation at SMBs, brand rarely matters — results do.