IBM consulting leads AI revolution in Middle East & Africa with innovative strategies

IBM Consulting is at the forefront of integrating AI within the consulting sector, a transformative movement highlighted in our exclusive interview. We discuss the significant enhancements brought by the Granite 3.0 large language models and IBM Consulting Advantage, revealing their crucial role in boosting operational efficiency and improving client outcomes. The conversation with Bill Farrell, Managing Partner for IBM Consulting in the Middle East & Africa, showcases how AI-driven methodologies not only keep IBM at the leading edge but also ensure substantial investment returns for their clients.

IBM Consulting Advantage has been significantly enhanced with Granite 3.0 large language models. Could you elaborate on how this AI-powered platform is transforming the day-to-day operations and decision-making processes within IBM Consulting?

IBM Consulting Advantage is our AI-powered delivery platform that supercharges our consultants’ expertise and helps improve nearly every aspect of how we deliver value for clients – from strategy and experience projects to technology and operations work. We’ve just made Granite 3.0 large language models the default model for IBM Consulting Advantage, which brings even more speed, performance, and cost efficiency to our service delivery.

As 86% of consulting buyers actively seek services that incorporate AI, and we are positioning ourselves to meet these expectations head-on. For example, our consultants use AI agents to automate routine data analysis, freeing them to engage in higher-value tasks that require human insight and creativity. The collaborative IBM Garage framework allows for a robust co-creation model where AI tools are employed to test hypotheses rapidly, validate strategies, and optimize processes. This not only enhances the quality of our deliverables but ensures that our solutions are customized to the unique needs of each client, ultimately driving faster and more impactful outcomes.

For instance, our collaboration with Riyadh Air involved implementing AI-driven systems across their check-in processes and in-flight entertainment, showcasing how we utilize technology to enhance customer experiences and operational efficiency.

With the deployment of advanced AI tools, IBM Consulting seems poised to redefine industry standards. How do you see these technological advancements setting IBM apart from other consulting firms in the Middle East & Africa?

As the only global consultancy at scale inside a technology company, we bring incredible depth of technology, industry and business domain expertise to the table as well as a strong legacy of trust, security and governance. That also gives us an edge in our development of AI capabilities that support our consulting work. The fact that Granite 3.0 models are at the center of IBM Consulting Advantage is a great example of that, showing how we can quickly bring IBM’s innovation to bear in our work serving clients. All of this gives us an edge against competitors.

The deployment of with 89% of consulting buyers now expecting consulting services to incorporate AI for improved quality and productivity, we are not just meeting those expectations; we are exceeding them. Our consultants drive improved and expedited outcomes for clients by applying a scientific approach that encompasses people, processes, partners, and platforms. Our approach supercharges consultants with AI-enhanced insights while democratizing knowledge and integrating core expertise into our platforms.

AI agents in IBM Consulting Advantage can provide automated support for data retrieval, sentiment analysis, and logistics, establishing a new benchmark for operational efficiency and responsiveness in consulting. This means that clients engaging with IBM can anticipate not just enhanced productivity, but also innovative solutions tailored specifically to their needs. For example, our collaboration with a financial services client allowed us to modernize their legacy systems while minimizing risks during their cloud transition, which led to an accelerated time to market for new financial products and contributed to a significant increase in their overall revenue.

Leveraging AI can significantly enhance consulting outcomes. Can you share some examples of how you delivered tangible ROI to your clients or how you anticipate it will do so in the future?

We have seen how leveraging AI can drive transformative outcomes for our clients, with Riyadh Air being a prominent example. As part of our collaboration, IBM Consulting has played a central role in helping Riyadh Air establish a digitally-native, AI-powered ecosystem designed to redefine the airline experience. Our work with Riyadh Air spans the creation of mission-critical technology foundations to support seamless and hyper-personalized guest journeys, leveraging IBM Consulting Advantage, powered by IBM watsonx. This partnership enables AI-driven enhancements in customer engagement across digital channels, from streamlined check-in processes to immersive in-flight experiences, all orchestrated via the IBM Garage method to foster innovation at scale.

In addition, IBM Consulting has also implemented core infrastructure and hybrid cloud solutions to support Riyadh Air’s ambitious growth objectives in line with Saudi Arabia’s Vision 2030. This includes our role as the lead systems integrator, integrating over 50 specialized airline solutions and collaborating with a vast network of partners to deliver operational excellence and real-time insights for enhanced decision-making. Together, we are creating a connected, efficient platform that empowers Riyadh Air’s employees to serve guests better and deliver memorable experiences.

Looking ahead, IBM’s latest enhancements in our AI offerings, particularly through IBM Consulting Advantage and Granite 3.0 language models, are set to further elevate our ability to deliver value. By embedding Granite’s capabilities, our consultants can deliver more efficient AI-powered solutions for complex client needs, from automating customer service inquiries to optimizing operational workflows.

We have also expanded domain-focused offerings like IBM Consulting Advantage for Cloud Transformation and Business Operations, designed to accelerate cloud migration or to streamline business functions across finance, HR, and procurement. For instance, our consultants have seen up to a 60% reduction in cycle times on finance processes for one global client. As we integrate these advancements, our goal is to continue providing measurable ROI for our clients, helping them not only to innovate but also to maximize value across their digital transformation journeys.

Looking forward, how do you envision the role of AI evolving within IBM Consulting? Are there specific sectors or types of projects where you expect AI to have the most profound impact?

We foresee AI not only enhancing our internal processes but also acting as a transformative driver in client interactions. Given the complexity of challenges faced by industries today, AI’s capacity to analyze vast datasets and deliver actionable insights is becoming essential for shaping effective strategic initiatives. Particularly in sectors such as healthcare, financial services, and supply chain management, AI will facilitate advanced predictive analytics, personalized customer experiences, and enhanced operational agility. By embedding AI solutions tailored to specific industry needs, we will help our clients navigate their digital transformation journeys more efficiently.

IBM Consulting is committed to continuously evolving its AI capabilities to ensure we maintain our leadership in innovation. With an increasing expectation that consulting spend will exceed 4% of total revenue by 2026, this strategic alignment will enable us to sustain and enhance our impact, helping clients derive maximum value from their investments in technology and consulting services.