The verdict in three sentences
Buyers evaluating a funded B2B software company in Dublin now ask AI assistants like ChatGPT for shortlists, comparisons and security answers before they ever book a demo, so the first impression of your product is often a paragraph you did not write. Whether you appear in that paragraph depends on consistent, verifiable public facts: clear product and integration pages, an honest security and compliance page, real customer stories, and third-party mentions that say the same thing. The work is emerging, typically quoted between EUR 3,000 and 8,000 for an audit in Ireland in 2026, and its only honest measure is a dated record of what those assistants say about you over time.
What buyers ask before booking a demo
The people signing off on B2B software in Dublin, heads of IT, operations directors, finance leads and procurement, use AI assistants the way they once used analyst reports and peer calls: to narrow the field quickly. Typical questions in 2026:
| Question asked to an AI assistant | Who usually asks | What the answer tends to draw on |
|---|---|---|
| "Which Irish software vendors offer a procurement platform that integrates with SAP and Microsoft Dynamics?" | Head of procurement | Integration pages, partner directories, press |
| "Is [your product] GDPR compliant and where is customer data hosted?" | Data protection officer, IT lead | Security page, trust centre, privacy policy |
| "Compare [your product] with [larger US competitor] for a 300 person company" | Operations director | Pricing page, review sites, comparison articles |
| "Does [your product] hold SOC 2 Type II or ISO 27001?" | IT security | Your own compliance claims, auditor mentions |
| "What do mid-market finance teams in Ireland use for spend management?" | CFO, finance lead | Lists, case studies, local press |
| "How much does [your product] cost per user?" | Any evaluator | Pricing page, or guesses when there is none |
| "Who are the founders of [your company] and how well funded is it?" | Procurement, risk | Company page, funding announcements, registries |
| "Is [your product] accessible for staff using screen readers?" | Public sector or large enterprise buyer | Accessibility statement, product documentation |
Two observations follow. Many of these questions name you directly, so the issue is often accuracy rather than presence. And the last three are trust questions: an AI assistant that cannot find a clear answer will either say nothing or fill the gap with something approximate.
Why some software companies appear in answers and others do not
| Signal | What helps | What hurts |
|---|---|---|
| Product clarity | A plain page per use case, stating who it is for | Vague platform language with no named function |
| Integrations | A listed, dated integration directory | "Integrates with everything" claims |
| Security and compliance | Certifications stated exactly as held, with scope | Implying SOC 2 or ISO 27001 while an audit is in progress |
| Customer evidence | Real case studies with consent, named roles | Logos without stories, or invented metrics |
| Third-party mentions | Press, partner pages, review platforms that agree with each other | Old funding stories with outdated product names |
| Freshness | Updated pricing, changelog, team page | A pricing page from two pricing models ago |
Compliance claims deserve care. Under the GDPR, the Irish Data Protection Act 2018 and the oversight of the Data Protection Commission, what you say about hosting, processing and sub-processors should match your contracts. Fintech products may also fall under Central Bank of Ireland requirements, and the European Accessibility Act now covers some digital services sold to consumers. This is not legal advice; have your counsel check public compliance statements.
What the work covers, and what the market charges
In broad terms, work on AI visibility for a software company covers: an audit of what assistants currently say on a fixed set of questions; correcting and clarifying the facts on your own site (product, integrations, pricing, security); aligning third-party sources such as directories, partner listings and review platforms; and a monthly record of answers. It overlaps with SEO and with product marketing, and often needs input from your security and sales teams.
| Item | 2026 ballpark in Ireland (typical agency quotes) | Notes |
|---|---|---|
| Initial audit, 30 to 50 questions | EUR 3,000 to 8,000 | Depends on products, markets and languages |
| Ongoing work and monthly record | EUR 1,500 to 5,000 per month | Often bundled with SEO or content |
| Security or trust centre page rewrite | EUR 1,000 to 3,000 | Needs sign-off from your security lead |
| Case study production, per story | EUR 800 to 2,500 | Only with customer consent |
| PR for third-party mentions | EUR 2,500 to 6,000 per month | Separate budget, separate provider in most cases |
The market is young, so quotes vary a lot. Be wary of anyone who promises placement in answers; no serious provider can guarantee what an AI assistant will say.
How it is measured
The only robust measurement is a dated record: the same list of questions, asked on the same schedule, answers stored. From it you track the share of answers that mention your company, the accuracy of what is said (pricing, certifications, integrations), and the sources cited. Combined with your CRM, you can also see whether demo requests mention having "asked ChatGPT", which several sales teams now log as a source. A diagnostic, on quote, sets this baseline and lists the gaps by priority before any monthly spend.
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Illustrative example: Liffeyware, a fictional Series A spend management platform in Dublin with an average contract value of EUR 30,000 per year and a 12 month budget of EUR 30,000 for AI visibility.
- Audit: EUR 5,000
- Ongoing work and record for 10 months: EUR 2,500 x 10 = EUR 25,000
- Total: EUR 30,000
One additional annual contract covers the budget (30,000 / 30,000 = 1). The more relevant check for the board is accuracy: if the audit finds that AI assistants describe an old pricing model in, say, 12 of 40 answers (30 %), fixing that protects every deal already in the pipeline. Hypothetical figures.
FAQ
Do B2B buyers in Dublin really use AI assistants to shortlist software?
Many evaluators now do for a first pass, especially for comparisons and security questions. A baseline of 30 to 50 questions shows how your category is answered before you commit a budget.
Can we claim SOC 2 if the audit is in progress?
Say exactly what is true, for example "SOC 2 Type II audit in progress, expected in Q2". Overstated claims get repeated by AI assistants and can cost a deal in procurement.
How much does AI visibility work cost in Ireland?
Typical 2026 quotes run from EUR 3,000 to 8,000 for an audit, then EUR 1,500 to 5,000 per month. PR to earn third-party mentions is usually a separate budget.
Does publishing our pricing help?
Usually, because "how much does it cost" is one of the most common questions. Even a starting price per user or a pricing range reduces the risk of an assistant guessing.
How soon can we see a change?
Some corrections appear within weeks, others take several months. A monthly record over 6 to 12 months is the fair way to judge.
Find out how AI assistants describe your firm. We record what AI assistants say about your product, pricing and compliance on a fixed set of buyer questions, then show the gaps. Request a diagnostic quote: reply within 48 hours.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
