The verdict in three sentences
General counsel and executives looking for an international arbitration and corporate law firm in Dubai now put part of their shortlisting questions to AI assistants like ChatGPT, before checking directories or calling their network. The firms named in those answers are the ones whose public information is consistent, factual and echoed by third-party sources: named partners, seats and rules practised, languages, sectors. On the market this work runs, as a 2026 ballpark, at USD 3,000 to 10,000 for a diagnostic and USD 2,500 to 8,000 a month for ongoing work, and it is measured with a dated record of answers, never with a promise.
What are your future clients asking AI assistants?
A general counsel in Riyadh, a family office in London or an Indian industrial group weighing a dispute or a deal in the Gulf phrases its questions in plain language. Here are realistic questions of the kind an assistant receives every day:
| Question put to an AI assistant | Buyer profile | What the answer needs to be able to cite |
|---|---|---|
| "Which Dubai firms have experience in construction arbitration under ICC rules?" | General counsel of a construction group | Construction practice, rules handled, named partners |
| "Arabic and English speaking lawyer for a DIFC arbitration?" | Head of a Gulf family business | Actual working languages, lawyers' admissions |
| "Dubai, Abu Dhabi or London as a seat for an energy contract?" | Counsel at an energy company | Explanatory pages on seats, named authors |
| "Firm to enforce a foreign award in the UAE?" | European creditor | Content on award enforcement, clear contact |
| "Who advises on joint ventures between Asian and Emirati groups?" | Head of business development | Corporate practice, sectors, languages |
| "Investment arbitration firm with ICSID experience in the Gulf?" | Adviser to a state or a fund | Experience described without overstatement, publications |
| "How much does a commercial arbitration cost in Dubai?" | SME owner | Honest page on billing models |
These questions mix seats and institutions (ICC, LCIA, SIAC, HKIAC, ICSID, regional centres), languages and sectors. A firm that sets out none of this legibly leaves the assistant relying on what others say, or on nothing.
Why some firms appear and others do not
AI assistants like ChatGPT build their answers from what they find and cross-check on the web. Several factors weigh in this sector:
- Consistency: the firm name, partner names, offices and practices are identical across your site, professional profiles, directories and press releases.
- Third-party mentions: legal press articles, conference talks, publications, institution membership lists. Assistants give more weight to what is confirmed elsewhere.
- Factual pages: one page per practice and per seat, explaining clearly what you do, in English and Arabic if your clients expect it.
- Structured data: markup describing the organisation, people and offices so the information is read without ambiguity.
- Freshness: a site whose latest news item dates from 2022 signals low activity.
A point specific to this profession: the conduct rules that apply to lawyers govern advertising, comparisons and claims about outcomes. The competent authorities and bars in the UAE, in the DIFC or in each lawyer's home jurisdiction may set their own limits. Content must stay informative, with no invented accolades and no promise of outcome. This is not legal advice.
What the work covers and what it costs on the market
In broad terms, AI visibility work covers an audit of what assistants currently say about your firm, aligning your public information, producing factual pages by practice and seat, markup, and tracking answers over time. On data, if you collect contact requests, Federal Decree-Law No. 45 of 2021 on personal data protection generally applies, while the DIFC and ADGM have their own data protection regimes.
| Service | Market range (2026 ballpark) | What you get |
|---|---|---|
| One-off diagnostic | USD 3,000 to 10,000 | Record of answers to 30 to 60 questions, gaps found |
| Aligning public information | USD 4,000 to 15,000 | Profiles, directories and site aligned |
| Practice and seat pages in English and Arabic | USD 6,000 to 25,000 | Factual content reviewed by partners |
| Monthly engagement | USD 2,500 to 8,000 a month | Content, tracking, adjustments |
| Quarterly record only | USD 1,500 to 4,000 a quarter | Measurement without production |
These figures come from typical specialist agency quotes and public rate pages; the market is young and spreads are wide. At Kolonell this work is on quote, after a diagnostic. For reference, Kolonell built the website of TR Signing Group, a New Jersey signing services company: a professional services business where trust depends on clear information.
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The only serious measure is a dated record: the same list of questions, asked at regular intervals, with answers archived. Three indicators matter: the share of answers mentioning the firm, the accuracy of what is said (partners, seats, languages) and the presence of direct competitors. No provider can promise your firm will be recommended: answers vary with phrasing, language and timing.
Mini case study
Illustrative example: "Al Noor Partners", a 14-lawyer firm in the DIFC, handles construction arbitration and corporate work. A first record on 40 questions shows the firm named in 3 answers, or 7.5%, with two errors about its working languages. The firm spends USD 7,000 on a diagnostic and alignment, then USD 4,000 a month for 6 months: 7,000 + 24,000 = USD 31,000. At the month six record, the firm appears in 9 answers out of 40, or 22.5%, with no factual error. If a single new arbitration mandate brings USD 120,000 in fees, the spend equals about 26% of those fees. These figures are illustrative and predict no outcome.
FAQ
Do AI assistants like ChatGPT really name arbitration firms?
They name firms when asked for Dubai firms for a given type of dispute, often 3 to 6 per answer. The final choice stays human, but these answers shape the shortlist.
How much does an AI visibility diagnostic cost?
As a 2026 ballpark, USD 3,000 to 10,000 depending on the number of questions and languages tested. At Kolonell it is on quote.
Do our conduct rules prevent us from acting?
No, they govern the form: informative content, no promise of outcome, no misleading comparison. Have the pages reviewed by the partner in charge of compliance.
Should we produce content in Arabic?
If a significant share of your clients are Arabic speakers, yes: questions asked in Arabic produce different answers from those asked in English. The record should cover both languages.
How long before we see a change?
Allow 3 to 6 months to see a measurable shift in a record of 30 to 60 questions. No serious provider promises a precise timeline.
Find out how AI assistants describe your firm. A dated record of what assistants answer today about arbitration in Dubai, and the gaps concerning your firm. 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.
