The verdict in three sentences
Before calling three firms for a CEO or non-executive director search, a growing share of board chairs and HR heads in Sydney first ask AI assistants like ChatGPT for a shortlist, and the answer either names your firm, names it wrongly, or leaves it out. Whether you appear depends mostly on consistent public information: practice pages that state plainly what you do, third-party mentions, current partner profiles. Specialised work on this is an emerging market priced, as a 2026 ballpark, at roughly USD 1,300 to 5,200 a month (AUD 2,000 to 8,000), and it is measured by recording the answers to the same questions over time.
What buyers in Sydney now ask AI assistants
The questions below are realistic examples of what clients and candidates type. They are specific, local and often comparative, which is exactly where vague firm descriptions lose out.
| Who asks | Example question | What the answer needs to find about you |
|---|---|---|
| Board chair of an ASX 200 company | 'Which executive search firms in Sydney handle CEO succession for listed companies?' | A board and CEO practice page with a clear scope |
| Nomination committee member | 'Who places non-executive directors with audit committee experience in Australia?' | Board practice described in plain terms, partner names |
| HR director, superannuation fund | 'Recommend headhunters for CIO roles in Australian super funds' | Financial services sector focus stated publicly |
| Founder of a scale-up | 'Boutique executive search firm Sydney for a first CFO, how much does it cost?' | Process and fee structure explained in general terms |
| Healthcare group CEO | 'Executive recruiters for hospital and aged care leadership in New South Wales' | Sector page with the vocabulary of the sector |
| Senior candidate | 'Which Sydney search firms recruit general counsel and how do I send my CV?' | Candidate page, CV submission and data handling explained |
| Private equity operating partner | 'Search firms that recruit portfolio company CEOs in Australia' | Private equity practice and how mandates are run |
Why some firms are named and others are not
AI assistants assemble answers from what is publicly and consistently written about a firm. A few factors come up again and again.
| Factor | Firm that tends to be named | Firm that tends to be missed |
|---|---|---|
| Clarity of practice pages | 'Board and CEO search for listed and private companies in Australia' | 'Bespoke talent solutions for visionary leaders' |
| Consistency across sources | Same practices on the website, LinkedIn and directories | Old practice names still live on three platforms |
| Third-party mentions | Partners quoted in business press, panels, industry associations | No outside source mentions the firm |
| Partner profiles | Sector, years in search, location, languages | Photo and two lines of generic text |
| Freshness | Dated insights and news from the last 12 months | Last update several years ago |
| Structured data and facts | Address, offices, practice list readable by machines | Information buried in images or PDFs |
Reviews matter less in executive search than in consumer markets, and testimonials must stay truthful: the Australian Consumer Law prohibits misleading or deceptive conduct, so any claim about placements, speed or success must be accurate and verifiable. Candidate data also needs care. The Privacy Act 1988 has a small business exemption below AUD 3 million annual turnover, with exceptions, and many search firms fall within the Act either way; collecting only what you need and stating how long CVs are kept is sound practice. This is not legal advice.
What the work covers and what it costs
In broad terms, AI visibility work for a search firm covers an initial diagnostic of how assistants currently describe you, a review of the public information they draw on, corrections to practice and partner pages, efforts to earn credible third-party mentions, and regular measurement. It overlaps with SEO and with PR, and the best results usually come when the three are aligned.
Market prices are still settling. As a 2026 ballpark from typical agency quotes in Australia: a one-off diagnostic around AUD 3,000 to 10,000 (about USD 2,000 to 6,500), and ongoing work around AUD 2,000 to 8,000 a month (about USD 1,300 to 5,200). Conversions are approximate. Treat any offer that guarantees a mention by an AI assistant as a red flag: nobody controls those answers. At Kolonell this work is priced on quote, after a diagnostic: you can request a diagnostic quote to see where you stand first.
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How you know whether it works
The only honest measure is a dated record. You fix a list of 20 to 40 questions your buyers and candidates actually ask, put them to AI assistants at regular intervals, and archive each answer. Three indicators follow: the share of answers that mention your firm, the accuracy of what is said (practices, offices, partners), and the company you keep in those answers. Expect slow movement, measured over quarters rather than weeks.
Mini case study
Illustrative example: Harbourside Executive Partners, a six-partner firm in Sydney focused on financial services and boards. Its first dated record of 20 questions shows the firm named in 3 answers out of 20, or 15 %, and two answers still describe a technology practice it closed. The partners weigh the cost: a diagnostic at an assumed USD 4,000 plus six months of work at an assumed USD 2,500 a month, or USD 19,000. A single CFO search on a AUD 400,000 package at an assumed 30 % fee brings AUD 120,000, about USD 78,000. One additional mandate would cover the spend about four times over, so they commission the diagnostic and decide on the rest afterwards.
FAQ
Do AI assistants really influence who gets the mandate? They mostly shape the shortlist, not the final choice, which still rests on referrals and meetings. If you are missing from 17 answers out of 20, you are absent from a first filter some buyers now use.
Can we pay to be recommended? No. There is no paid placement inside these answers today, and any provider promising a recommendation is overselling. Work focuses on accurate, consistent public information.
Should candidate-facing pages matter for this? Yes, because senior candidates ask too, and they become future clients. A clear page on how CVs are handled and kept, for instance deleted after 24 months unless renewed, also supports your privacy obligations.
How long before answers change? Corrections to your own pages can appear within weeks; third-party mentions take months. Plan to compare records over at least two quarters.
Can we name past clients or placements to improve visibility? Only with consent, and only if accurate. Confidentiality is central to search work, and most firms prefer describing sectors and role levels, such as 40 board appointments, without names.
Find out how AI assistants describe your firm. We record what they say today about your practices and partners, and set out what could change. 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.
