The Surprising Way AI Expands Markets Instead of Capturing Them

Summary

Nathaniel Whittemore argues that AI doesn’t simply seize existing markets but expands them by reshaping cost structures, client expectations, and enabling new challenger firms, using consulting as a vivid case study. He highlights 13 consulting‑derived lessons that show AI’s transformative impact, from collapsing delivery costs to the rise of “Agent Labs” and AI‑enhanced coding. The author’s perspective blends industry observation with forward‑looking analysis, emphasizing that AI’s real disruption lies in creating fresh opportunities rather than displacing incumbents.