By Raju Malhotra, Chief Product & Technology Officer, Certinia

AI will drive a transformative shift in the value model for professional services organizations through two key impacts that redefine client outcomes. First, productivity gains from Generative AI (Gen AI) will streamline knowledge-based workflows, turning tasks like document summarization, proposal drafting, data analysis, and client reporting into rapid, scalable processes-enabling services organizations to achieve in hours what once took days. Second, Agent AI will introduce a new paradigm for autonomous task management, with virtual "personas" such as Customer Success Managers and Resource Managers independently handling routine activities within well-defined guardrails for compliance and data privacy.

Together, Gen AI and Agent AI will pave the way for outcome-focused business models, leaving behind traditional "hours billed" in favor of models tied to real, measurable client impacts. This model will offer significant results, yet it brings new questions: will clients view agent-driven work as a replacement for human input, or will they see it as a distinct value layer? Either way, this AI-powered transformation will reframe the provider-client dynamic, creating an adaptive feedback loop where services can pivot in real time to align with clients' evolving priorities. In this outcome-focused model, services organizations won't just fulfill project requirements-they'll become strategic partners committed to continuous, measurable value, reinforcing client loyalty by focusing on tangible outcomes and establishing themselves as essential allies in their clients' long-term success.

Human-Led, AI-Enhanced Services Organizations Will Move Beyond Solutions to Become Indispensable Growth Partners

As service models evolve, so too will the relationships and roles within the client-provider landscape. Professional services organizations will move decisively beyond traditional solution implementation to become strategic transformation partners-enabled by a blend of human expertise and AI support. They will lean into AI, but with a crucial twist: humans will lead strategy and complex problem-solving, while Agent AI supports them at scale by automating ongoing tasks and issuing proactive recommendations as projects progress. This AI-human collaboration will allow them to stay agile and responsive, turning one-time projects into continuous, transformative engagements.

As Agent AI technology matures, services organizations will adapt to manage a flexible balance between human-driven insights and scalable AI support. In practice, this means humans will lead nuanced client engagements, discovery, planning, and strategy-setting, while AI handles standardized tasks under expert oversight. This approach will allow them to embed themselves in their clients' long-term goals, moving from providers of standalone solutions to essential partners in ongoing AI-driven business transformation.

AI Will Evolve from Assistant to Coach, Becoming a Discovery Engine for Professional Growth

Today, AI primarily serves as an "assistant," streamlining routine tasks and boosting efficiency. But within the next few years, AI will evolve from simple assistance to active coaching, empowering professionals to acquire new skills in real time. This next generation of AI will act as a dynamic learning engine-guiding professionals in building broad skills like effective management and in-depth, role-specific skills, such as mastering Salesforce CRM or navigating company-specific onboarding. For professional services organizations, this shift will redefine how teams approach continuous learning and problem-solving within their fields.

As AI evolves into a coaching role, it will become the new discovery engine-one that advances beyond static, search-based models to offer dynamic, personalized learning. Tailored to the unique needs of each organization and professional, this new AI-driven engine will create a continuous development journey. AI will not only surface relevant resources but also actively guide professionals through intricate processes, helping them build expertise in real time. In this future, AI stands to become as foundational to professional growth as mentors and formal training programs are today, accelerating skill development and transforming career progression across the industry.

Next year, professional services firms will not only adapt but thrive, making themselves indispensable to clients in an ever-evolving, AI-enhanced landscape.

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ABOUT THE AUTHOR

Raju Malhotra, Chief Product & Technology Officer at Certinia, has a distinguished career leading product and engineering teams as a Chief Product & Technology Officer (CPTO) for several high-growth, publicly-listed, and private companies. He joined Certinia from PAR Technology, a B2B SaaS company, which he joined through the acquisition of Punchh, a startup based in the bay area. Prior to that, Raju was the Senior Vice President and General Manager for Marketing Cloud at Salesforce. He served as CPTO at a private equity portfolio company and held numerous leadership roles during his 12-year tenure at Microsoft. Raju holds an undergraduate degree in Computer Engineering from the National Institute of Technology, Kurukshetra (India), and an MBA from the Wharton School of Business at the University of Pennsylvania.