Amid the AI wave and slowing growth in the consulting industry, Accenture PLC is undergoing an internal rebranding, redefining its nearly 800,000 employees as "reinventors" to reposition its value in this transformative era.

According to recent reports, the New York-listed company has begun promoting the new label "reinventors" internally to describe its workforce. CEO Julie Sweet has repeatedly used the term in public, signaling strong leadership endorsement.

This shift follows a major internal restructuring announced in June, which consolidated its strategy, consulting, creative, technology, and operations divisions into a unified business unit called "Reinvention Services." Accenture aims to become the "go-to reinvention partner" for clients adopting AI tools.

The move comes at a critical time for the consulting sector, which faces growth pressures. Accenture's market capitalization has fallen from its post-pandemic peak of over $260 billion to around $150 billion. Sweet previously warned that employees who fail to upskill for the AI era could face layoffs amid slowing demand for consulting projects.

**The Birth of "Reinventors"** The introduction of the "reinventor" concept reflects Accenture's proactive response to AI challenges. During a September earnings call, Sweet repeatedly referred to employees as "reinventors" while discussing the restructuring.

Insiders reveal that the company even launched a trial version of an internal HR portal where employee labels were changed from "workers" to "reinventors." This underscores Accenture's ambition to embed the "reinvention" ethos into its corporate culture.

**Market Pressures and Expert Skepticism** While Accenture hopes the rebranding will boost morale and signal transformation, it has drawn cautious scrutiny.

André Spicer, a professor of organizational behavior at Bayes Business School, noted that consulting firms sometimes use jargon to project expertise without substantive investment, which can "create confusion, erode trust, and foster corporate absurdity."

Deborah Cameron, a former professor of language and communication at Oxford, added that terms misaligned with public perception risk "bewilderment or ridicule," suggesting "reinventors" may fall into this category.

Accenture declined to comment. Historically, corporate neologisms are not uncommon—including Accenture's own name (derived from "accent on the future") and PwC's short-lived 2002 rebranding of its consulting arm as "Monday."