This case study examines the growing use of Generative Artificial Intelligence (GenAI) in management consulting and highlights the risks that arise when AI-generated outputs are used without adequate human oversight. Consulting firms increasingly adopt GenAI tools to accelerate report development by automating tasks such as research synthesis, data analysis, drafting report sections, and generating visual elements including charts, diagrams, and market forecasts. While these technologies improve efficiency and reduce project timelines, they also introduce challenges related to accuracy, transparency, and professional accountability. The case focuses on a fictitious consulting firm, Alpha Consulting, which used GenAI extensively to develop a market entry strategy report for its client, RetailCo. Although the report was delivered quickly, the client identified several issues, including fabricated references, inconsistent market statistics, generic analysis, and AI-generated images that did not meet consulting standards or reflect the client’s context. As a result, the client questioned the credibility of the report and refused to pay the consulting fee. The case highlights the socio-technical challenges associated with AI-augmented knowledge work and emphasizes the importance of AI governance, human validation, and contextualized visualizations. It argues that responsible adoption of GenAI in consulting requires strong quality control processes, transparent communication with clients, and careful integration of realistic, data-driven visual elements to maintain trust and professional integrity.

• Management