Deloitte, EY, and PwC are aggressively pricing below market to capture mid-market advisory clients, Acme's core segment. Three major clients were lost in Q1 2025, and two more are in competitive reviews. The Big Four are using AI-powered delivery to undercut Acme's pricing while offering brand prestige Acme can't match.

AI tools are enabling clients to do internally what they used to hire consultants for: data analysis, market research, strategic frameworks. Robert mentioned this "almost as an afterthought" but his tone suggested deeper worry. Acme has no AI strategy and risks being disrupted by both competitors who adopt AI and clients who no longer need traditional consulting.