The verdict in three sentences
In San Francisco, the founder of a Series C scale-up or a fund partner who needs to replace a CFO increasingly starts by asking AI assistants like ChatGPT before tapping their network, and a firm missing from those answers loses the top spot on the shortlist. AI assistants name firms whose public information is consistent and factual: practice areas, company stages, partners, offices, third-party mentions. On the market this work costs $4,000 to $12,000 for an audit and is measured with a dated record of answers to the same questions, and no honest provider can promise a recommendation.
What clients now ask AI assistants
Buyers of executive search in the Bay Area have a particular profile: venture-backed founders, boards with investor directors, CHROs at AI and software companies, biotech firms in South San Francisco. Their questions are precise, often tied to funding stage and equity compensation.
| Question asked to an AI assistant | Who asks | What the answer needs from you |
|---|---|---|
| 'Which executive search firms in San Francisco recruit CTOs for Series B AI startups?' | Founder | A clear page on technical search by stage |
| 'Retained search firm for a pre-IPO CFO, Bay Area' | Fund partner, board member | Finance practice and IPO readiness described factually |
| 'How much does an executive search firm charge for a VP Engineering?' | CHRO, founder | A public explanation of your fee model |
| 'Firms specializing in biotech executives in South San Francisco' | Biotech CEO | Accurate life sciences practice and location |
| 'Who helps build an independent board for a scale-up?' | CEO, lead investor | A dedicated board search page |
| 'Executive search boutiques with former operator partners' | Founder | Detailed, current partner bios |
| 'Discreet firm to replace a CEO without a public announcement' | Board | Confidentiality process set out clearly |
| 'How do I send my resume to a tech executive search firm in San Francisco?' | Candidate | A simple, compliant candidate page |
Why some firms appear and others do not
| Factor | What helps | What hurts |
|---|---|---|
| Consistency of information | Same practices, partners and address everywhere | Site, directories and profiles that contradict each other |
| Third-party mentions | Press articles, interviews, sector conferences | No trace outside your own site |
| Factual pages | One page per function and stage, in plain language | Vague pages like 'we find exceptional talent' |
| Structured data | Organization, people and services marked up | No markup, information only in images |
| Freshness | Partners and practices updated within the month | A partner who left two years ago still listed |
| Reviews and testimonials | Real, authorized feedback where allowed | Anonymous, unverifiable testimonials |
One point specific to this business: you can almost never publish your placements. AI assistants therefore rely on what you can say publicly, role types, sectors, stages, process, and on what third parties say about you.
What the work covers and what it costs
In broad terms, the work includes a review of how AI assistants describe the firm, making public information consistent, improving practice pages and bios, structured data, and regular follow-up. The market is young: prices vary widely.
| Item | 2026 ballpark | Note |
|---|---|---|
| Initial AI visibility audit | $4,000 to $12,000 | Depends on the number of questions and practices |
| Monthly follow-up | $2,500 to $7,000 a month | Often bundled with SEO |
| Rewriting practice pages | $3,000 to $10,000 | 6 to 15 pages depending on the firm |
| Sector PR | $3,000 to $8,000 a month | Bay Area B2B communications agencies |
| Dated record only | $800 to $2,000 a month | Measurement without intervention |
These ranges reflect typical quotes from Bay Area agencies and public rate pages. At Kolonell this work is on quote.
The candidate page deserves attention too: in California, the CCPA/CPRA can apply to job applicant data for businesses that meet its thresholds, hence a minimal form and a stated retention period. ADA Title III suits frequently target websites, and aiming for WCAG 2.2 AA is prudent; email falls under CAN-SPAM. This is not legal advice.
How it is measured
Measurement rests on a dated record: a fixed list of questions, like those in the table above, put to the same AI assistants on a regular schedule, with answers archived. You track three things: the share of answers naming the firm, the accuracy of what is said (practices, partners, San Francisco office) and the sources mentioned. Answers vary from one run to the next, which is why each question is repeated and trends are read over several months rather than from a single figure.
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Mini case study
Illustrative example: Embarcadero Talent Partners, a five-partner boutique focused on technical executives at AI companies, sets a baseline on 25 questions. The firm is named in 3 answers out of 25, or 12%, and one of them credits it with a biotech practice it dropped. Budget under consideration: an audit at $9,000 then 6 months of follow-up at $3,000, so $9,000 + $18,000 = $27,000. For a VP Engineering with $450,000 in first-year compensation, a fee of about one third comes to $150,000: one extra mandate would cover the spend more than five times. Nothing guarantees that mandate; the record will only show whether presence and accuracy improve.
FAQ
Do clients really use AI assistants to choose an executive search firm?
Increasingly for the first list, especially Bay Area founders. The final decision still runs through the network and 2 or 3 meetings with partners.
Why does an AI assistant name a smaller competitor instead of us?
Often because its public information is clearer and more consistent. A record across 20 to 30 questions shows exactly where the gap lies.
Should we publish our fees?
Not necessarily a figure, but explaining your model helps, for example a percentage of first-year compensation, often around one third. AI assistants answer the 'how much does it cost' question with or without you.
How long before a visible change?
Often 2 to 6 months after public sources are corrected, with strong variation. A single monthly record is not enough to draw conclusions.
Can we be sure of being recommended?
No. A serious provider commits to the work done and to a dated measurement, never to what an AI assistant will answer.
Find out how AI assistants describe your firm. A baseline record shows how AI assistants describe your San Francisco firm today and what deserves correcting. 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.
