AI has not changed why clients hire UX consultants. Nielsen Norman Group reports that clients are not asking for AI demos or speculative concepts. They want experienced partners who help them think clearly, prioritize wisely, and move forward with confidence.
The core finding: clients already have access to AI tools. What they lack is judgment about when to use them, how to use them responsibly, and which problems actually warrant them. That gap is where consultants earn their keep. Research rigor and respect for real-world constraints remain the non-negotiable expectations.
The full article breaks down the specific patterns NN Group observed across consulting engagements, including how clients evaluate critical thinking over tool fluency. If you work in UX consulting or are hiring for it, the breakdown of client priorities is worth reading in detail, not just the summary.
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