The verdict in three sentences
A growing share of London chairs, chief executives and HR directors start looking for an executive search firm by asking an AI assistant like ChatGPT, before they even ring their network. The firms named in those answers are the ones whose public information is consistent, factual and confirmed by third-party sources, not necessarily the largest. This work costs roughly £2,000 to £8,000 a month on the London market in 2026, and it is measured by a dated record of answers to the same questions, never by a promise of being recommended.
What are your clients and candidates asking AI assistants?
Executive search has two audiences, and both now query assistants. The questions below are realistic examples of what a buyer or a candidate types today.
| Who asks | Example question to an AI assistant | What the assistant needs to find about you |
|---|---|---|
| Chair of a FTSE 250 company | Which London firms recruit independent non-executive directors for listed companies? | A described board practice, named partners |
| HR director at a private equity fund | Which London executive search firm specialises in portfolio company CFOs? | A dedicated private equity page, sectors covered |
| Founder of a Series B fintech | How much does an executive search firm in London charge for a CTO search? | An explanation of the fee model, even as a range |
| Chief executive of a charity | Which firms recruit leaders in the charity sector in London? | A not-for-profit practice, no invented client list |
| Candidate for a COO role | How do I send my CV to an executive search firm in London? | A clear candidates page, data retention policy |
| Career-changing candidate | Which London headhunters work on ESG leadership roles? | Published mandates and areas, kept current |
| General counsel | Which firm guarantees confidentiality when replacing a sitting executive? | An explained confidentiality process |
The commercial stake is simple: a chief executive mandate often earns a third of first-year compensation. Being missing from an answer, or described inaccurately, can cost a mandate before first contact.
Why some firms appear and others do not
AI assistants like ChatGPT build answers from what they find and cross-check. Several factors recur among firms that are well described:
- consistent public information: the same name, practices and offices on the website, LinkedIn, professional directories and in the press;
- factual pages by practice and sector, written to answer a specific question rather than to boast;
- real third-party mentions: business press articles, partner op-eds, conference appearances;
- clean structured data (organisation, people, addresses) and a technically readable site;
- freshness: a site whose latest news dates from 2023 looks frozen.
The delicate point in this profession is discretion. You cannot publish placements or clients without consent, and you must never invent them. Visibility is therefore built on demonstrated expertise (market analysis, pay by function, governance) rather than on references.
On the candidate side, the UK framework matters: UK GDPR and the Data Protection Act 2018, overseen by the ICO, require you to minimise data collected and state a CV retention period; PECR governs cookies and marketing email; a WCAG 2.2 AA accessibility target is consistent with the Equality Act 2010. This is not legal advice.
What the work covers and what it costs
In broad terms, AI visibility support covers a baseline of what assistants say, aligning public information, rewriting key pages, a third-party mention strategy and tracking over time. The market is young: the prices below are 2026 ballpark figures drawn from typical London agency quotes and public agency rate pages.
| Service | 2026 ballpark (GBP) | Typical duration | What to check |
|---|---|---|---|
| One-off diagnostic (record of answers) | £2,500 to £7,500 | 2 to 4 weeks | Number of questions tested, date of the record |
| Monthly support, small team | £2,000 to £4,500/month | 6 to 12 months | Who produces content, who signs off |
| Monthly support, multi-practice firm | £4,500 to £8,000/month | 12 months | Coverage of practices and offices |
| Thought leadership content | £400 to £1,200 per article | Ongoing | Review by a partner |
| Sector media relations | £3,000 to £7,000/month | 6 months minimum | Real mentions earned, no paid releases |
| Rebuild of key site pages | £6,000 to £20,000 (project) | 6 to 10 weeks | Structured data and candidates page included |
Kolonell works on quote, after a diagnostic.
How to measure without fooling yourself
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The only honest measure is a dated record: the same 20 to 40 questions asked at regular intervals, with answers archived. Three indicators matter: the share of answers naming the firm, the accuracy of what is said (practices, offices, partners) and presence against named competitors. Answers vary from day to day, so read trends over a quarter, and cross-check against inbound enquiries that mention an AI assistant.
Mini case study
Illustrative example: Aldgate Kerr Partners, 14 consultants in Mayfair, board and private equity practices. The baseline on 30 questions shows the firm named in 3 answers (10%), with an office closed in 2022 still mentioned. The firm invests £4,000 a month for 12 months, or £48,000. Twelve months later it is named in 9 answers out of 30 (30%) and the details are accurate. If one extra CFO mandate on £300,000 annual pay is signed at a 33% fee, it brings £99,000, about twice the spend. These numbers illustrate the calculation, not an expected result.
FAQ
Can we be sure ChatGPT will recommend us?
No, no provider can promise that and answers change. You can improve the likelihood of being named and the accuracy of the information, measured across 20 to 40 questions.
How long before answers change?
Often 3 to 6 months for a first shift, while corrected information is picked up. Third-party mentions take longer, sometimes 9 to 12 months.
Do we need to publish placements to be named?
No, and never without written consent from client and candidate. Market analysis, for example on pay across 50 leadership roles, serves visibility better.
Is this different from classic SEO?
The two overlap by 60 to 70%: a readable site, factual content, authority. AI visibility puts more weight on consistency across sources and on third-party mentions.
What does a Kolonell diagnostic cost?
It is on quote, depending on the number of practices and questions to test. The proposal sets scope and timing before any commitment.
Find out how AI assistants describe your firm. We record what assistants say today about your firm and your competitors across your key practices. 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.
