Berti, MarcoNöcker, Theresa Christina2026-05-222026-05-222026-01-202026-02-23http://hdl.handle.net/10362/203301Generative Artificial Intelligence (GenAI) is reshaping knowledge-intensive work and has become a strategic priority for management consulting firms. However, systematic evidence on how consulting organisations implement GenAI and manage the associated organisational transition remains limited. This study addresses this gap through an exploratory qualitative design based on 18 expert interviews across Tier-1, Tier-2 and Big Four consulting firms in Germany. The findings show that GenAI primarily acts as an augmentative tool, accelerating research and content production while shifting effort toward evaluation and judgment. Adoption patterns vary across firms and are shaped by the interaction of organisational conditions, consultants’ sensemaking of GenAI, and emerging capability requirements.engGenerative AIManagement consultingStrategic integrationOperational transformationOrganisational adoptionSensemakingChange managementmaster thesis204241588