How Google's Partnership With Consultants Could Derail Enterprise AI Adoption

[Fast Company, May 2026]

Sam Shar argues that Google's $750 million partnership with major consultancies like Accenture, Deloitte, and McKinsey creates a conflict of interest, tying consultants' revenue to how much AI they sell rather than to what's actually best for clients. He warns this dynamic risks eroding the trust enterprises place in consultancies just as boards are demanding measurable AI returns, making the case for advisers to stay vendor-flexible and prioritize objective counsel over sales incentives.