Artificial intelligence developer Anthropic is expanding deeper into the corporate services market through a new European consultancy backed by UK private equity firm Hg, as demand grows for practical support in deploying AI across businesses.

The new venture, as reported in the Financial Times, is expected to launch by the end of the year with hubs in London and Berlin, aiming to help companies integrate AI into their operations by embedding consultants and engineers within client organisations. The business is expected to focus on software companies and other white-collar sectors looking to accelerate the adoption of AI tools.

The partnership gives Anthropic access to Hg's extensive network of technology businesses across Europe, while providing companies with direct support in applying AI to products, workflows and day-to-day operations.

The new initiative is an extension of an existing relationship between the two companies. In September, Hg announced it was expanding its collaboration with Anthropic to bring Claude’s agentic AI capabilities to its portfolio of software and services businesses, in an effort to accelerate AI-driven value creation.

It comes amid growing competition among leading AI developers to build businesses around implementation and advisory services, rather than relying solely on revenue from AI models. It also increases pressure on established consulting groups including Accenture, Deloitte, EY, KPMG and PwC, which have invested heavily in AI-related services.

The European business follows similar initiatives in the US from both Anthropic and rival OpenAI, as AI companies look to help corporate customers move from experimentation to large-scale deployment.

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