The verdict in three sentences
Before building a shortlist, a general counsel or a board now often puts the question to an AI assistant like ChatGPT: who handles investment arbitration out of Amsterdam, who knows the energy sector, who works in both Dutch and English. The firms that get named are the ones whose public information is consistent, factual and confirmed by third parties, which are not always the largest. The topic is managed with a dated record of the answers to the same questions, and it starts with a diagnostic on quote.
What do buyers actually ask AI assistants?
Buyers of international arbitration do not ask for a good lawyer. They ask precise questions, mostly in English and sometimes in Dutch, that combine seat, institution, sector and language. Realistic examples for this market:
| Question put to the AI assistant | Buyer profile | What the answer needs to be able to cite |
|---|---|---|
| Which Amsterdam firms handle ICC arbitrations in energy? | General counsel of an energy group | Sector practice pages, named partners |
| Dutch firm for an investment treaty arbitration | Counsel to a state or an investor | Investment arbitration experience described factually |
| Lawyer in Amsterdam for a Netherlands Arbitration Institute case | German industrial SME | Languages, seat, institution stated |
| Who can represent a company before the Netherlands Commercial Court in English? | GC of a US subsidiary | Clear page on English language commercial litigation |
| Corporate law firm in Amsterdam for a JV with an arbitration clause | CFO of an Asian group | Corporate practice and its link to arbitration |
| Dutch arbitrator or counsel with construction and infrastructure experience | General contractor | Up to date partner biographies |
| How much does an international arbitration run from Amsterdam cost? | Board of directors | Explanatory content on fee structures |
These questions share one feature: the AI assistant builds its answer from what is readable and verifiable online. A firm that never explains its usual seats, its preferred institutions (ICC, LCIA, SIAC or ICSID, mentioned here in general terms) or its working languages lets the assistant fill the gaps with old information or with a competitor.
Why some firms appear and others do not
There is no switch to flip. AI assistants like ChatGPT aggregate signals, and they are the same signals that reassure a general counsel during due diligence.
- Consistency: the same name, partners and practice areas on the website, professional profiles, legal directories and institution pages.
- Third party mentions: articles, conference talks, academic publications, arbitrator appointments where they are public.
- Factual pages: one page per practice stating who does what, in which languages, under which rules, without superlatives.
- Structured data: markup that identifies the firm, its lawyers and its offices.
- Freshness: a biography still listing a partner who left two years ago ends up in the answers.
Professional conduct rules for Dutch lawyers, overseen by the Nederlandse Orde van Advocaten, frame how firms communicate: no promise of outcome, care with client references and file confidentiality. The GDPR (AVG in Dutch) and the Autoriteit Persoonsgegevens also apply to forms and tracking tools. This is not legal advice: each firm clears its communication with its own compliance lead.
What the work covers and what it costs on the market
In broad terms, the work covers a baseline of what AI assistants say, alignment of public information, clearer practice pages, technical markup and follow up over time. The market is young: the figures below are 2026 ballpark ranges drawn from typical quotes by European agencies and consultants, to be read with caution.
| Service | 2026 ballpark (EUR) | What the buyer gets |
|---|---|---|
| One-off diagnostic | 2,000 to 6,000 | Baseline record of answers, gaps, priorities |
| Profile and directory alignment | 1,500 to 5,000 | Information consistent with third party sources |
| Practice page rewrite | 4,000 to 15,000 | Factual pages by practice and sector |
| Structured data and technical work | 1,500 to 6,000 | Markup for firm, lawyers, offices |
| Monthly monitoring | 1,000 to 4,000 per month | Dated record, share of answers, accuracy |
| Expert editorial program | 2,000 to 6,000 per month | Publications signed by partners |
At Kolonell this work is on quote: scope depends on the number of practices, languages and partners to cover.
How to measure it honestly
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The only honest measure is a dated record: the same list of questions, asked at regular intervals, with the answers archived. Three indicators are enough to decide: the share of answers that mention the firm, the accuracy of what is said (partners, languages, institutions), and the presence of direct competitors. No serious provider can promise that an AI assistant will recommend you: answers vary with the wording and change as the models change. What you can manage are the sources the answers draw on.
Mini case study
Illustrative example. Van Rijn Hoek Partners, a fictional four partner Amsterdam firm focused on commercial arbitration and corporate law, commissions a record on 20 standard questions. The firm appears in 3 answers out of 20, or 15%, and 2 of those 3 answers name a partner who has left. Management approves a 4,000 EUR diagnostic, an 8,000 EUR update of its practice pages, then 6 months of monitoring at 1,200 EUR, so 4,000 + 8,000 + 7,200 = 19,200 EUR for the year. A single mid-sized commercial arbitration mandate usually carries fees well above that, which makes the budget decision easy to read. The firm will decide whether to continue based on the month six record, with no promised target.
FAQ
Can an AI assistant like ChatGPT name a firm that was never recommended online?
Yes, if its public information is clear and confirmed by third parties. On a 20 question record, a well documented niche firm can appear as often as a large firm that is poorly described. The reverse also happens.
Should we publish in Dutch or in English?
International buyers ask most of their questions in English, Dutch SMEs in Dutch. Covering both languages on the key practice pages stops the assistant from answering with a competitor in one of them.
How long before the answers change?
As a ballpark, allow 3 to 6 months after the sources are aligned, because assistants take in new information at different speeds. The monthly record lets you observe change, not guarantee it.
Can we cite cases and clients?
Only what is public and cleared by the client and by conduct rules. Most arbitral awards are confidential, so you describe types of matters and sectors without names.
What budget do we need to start?
A one-off diagnostic sits between 2,000 and 6,000 EUR as a 2026 ballpark. It is enough to tell whether the stakes justify an ongoing program.
Find out how AI assistants describe your firm. We record what AI assistants like ChatGPT say about your firm on your clients' questions, in Amsterdam and abroad. 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.
