In 2022, after the release of ChatGPT, Reckitt Benckiser's marketing team saw the potential of AI technology for its business but was unsure how to leverage it. They sought help from Boston Consulting Group, one of many companies experiencing a surge in AI-related requests, now making a fifth of its revenue from this sector. This trend reflects a growing demand among businesses for experts who can navigate the complexities of AI technology. Boston Consulting Group's managing director for technology, Vladimir Lukic, notes a widespread eagerness among companies to understand how AI can impact their operations. This surge in AI consulting is seen as a boon for firms like Boston Consulting Group, McKinsey & Company, IBM, and Accenture, as businesses increasingly rely on them as technology guides in the era of generative AI.