The verdict in three sentences
General counsel, boards and state representatives looking for arbitration counsel in Geneva now put part of their questions to AI assistants like ChatGPT before checking directories or asking peers. A firm shows up when its public information is consistent, factual and echoed by third parties, and it vanishes or is poorly described when its partner pages, languages and sectors are vague or outdated. This work is decided on a dated diagnostic, priced on quote and can never guarantee a recommendation.
What clients ask AI assistants in 2026
The questions do not look like Google queries. They are long, contextual and mix seat, rules, language and sector. Here are realistic phrasings for a Geneva firm, in English and French, since a large share of arbitration clients are international.
| Question put to an AI assistant | Who asks | What the assistant must find on your site |
|---|---|---|
| Which Geneva firms handle ICC construction arbitrations in the Middle East? | General counsel of a construction group | Construction sector pages, institutions practised |
| Which Geneva lawyer works in Arabic and English for a commercial arbitration? | Gulf family business | Partner profiles with working languages |
| Who represents states in investment arbitration from Geneva? | Legal adviser to a ministry | Investment arbitration page, mandate types described without names |
| Geneva or London seat for a trading contract: what are the differences? | In-house lawyer at a trading house | Factual, dated in-depth article |
| Geneva firm for emergency relief in a Swiss arbitration? | Foreign lawyer seeking local counsel | Swiss procedure page, direct contact |
| Which firms combine arbitration and corporate law for a joint venture? | Board of directors | Corporate pages linked to arbitration |
| Geneva lawyers focused on energy and commodities disputes? | General counsel of a producer | Energy sector page, publications |
None of these questions is about price. They are about partner reputation, seats and institutions practised (ICC, LCIA, SIAC, HKIAC, ICSID, Swiss Arbitration Centre, mentioned in general terms), languages and sector experience.
Why some firms appear and others do not
AI assistants like ChatGPT build their answers from what is published and repeated. A highly reputed but discreet firm can be missing, while a smaller peer that is clear and cited gets described precisely.
| Signal | What helps | What hurts |
|---|---|---|
| Consistent public information | Same name, address and partners on the site, registers and profiles | A departed partner still listed, two different addresses |
| Third-party mentions | Publications, conference talks, law journal articles, real professional directories | No presence beyond the site |
| Clear factual pages | One page per practice, explicit languages and institutions | Generic copy about supporting clients |
| Structured data | Organisation, people and addresses marked up properly | Nothing machine-readable |
| Freshness | Dated publications, up-to-date team | Latest news item from 2022 |
| Reviews and recommendations | Only in forms allowed by professional rules | Invented testimonials or ones solicited against the rules |
The professional constraint is real: in Switzerland, the Federal Act on the Free Movement of Lawyers (LLCA/BGFA) allows lawyer advertising as long as it is limited to objective facts. This is not legal advice, but it means visibility is not won with superlatives; it is won with verifiable facts. On data, forms fall under the revFADP, in force since 1 September 2023 and supervised by the FDPIC, and the GDPR if you target EU residents.
What the work covers and what it costs on the market
In broad terms, the work covers a review of current answers, aligning public information about the firm, clarifying practice and partner pages, structured data and tracking over time. It is not a tutorial to apply alone: each firm has its own mix of seats, languages and sectors.
| Service | 2026 ballpark (typical agency quotes in French-speaking Switzerland) | Note |
|---|---|---|
| Initial AI visibility audit | CHF 4,000 to 15,000 | Depends on languages and questions tracked |
| Writing or reworking a practice page | CHF 800 to 2,500 per page | Review by the responsible partner on the firm side |
| Updating partner profiles | CHF 300 to 900 per profile | Languages, institutions, sectors, publications |
| Monthly answer tracking | CHF 2,000 to 6,000 per month | Dated record, accuracy report |
| Legal press relations support | On quote, often a quarterly fee | Third-party mentions |
This market is emerging: ranges are prudent and gaps between providers are wide. At Kolonell, this work is priced on quote after a diagnostic; you can request a free quote for a first record.
How to measure without fooling yourself
The only honest measure is a dated record: the same questions, asked in the same languages at regular intervals, with three indicators. The share of answers citing the firm, the accuracy of what is said (partners, languages, institutions, address) and the sources the assistant shows or paraphrases. A report built on hand-picked screenshots has no steering value.
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Mini case study
Illustrative example: Lémanique Arbitrage Partners, 12 lawyers in Geneva, commercial arbitration and corporate law.
The initial record covers 25 questions asked in French and English, so 50 answers. The firm is cited in 6 answers (12%), 2 of which mention a partner who left in 2024.
Planned annual budget: audit CHF 9,000 + tracking CHF 2,500 × 10 months = CHF 25,000, so CHF 34,000. At an hourly rate of CHF 700, that is about 49 billable partner hours (34,000 ÷ 700 ≈ 48.6). The firm decides on that basis, tracking the same 50 answers at 3, 6 and 9 months, with no promised target.
FAQ
Do arbitration clients really use AI assistants to choose a firm?
Increasingly for shortlisting, rarely for the final decision. A general counsel starting from a list of 3 to 5 names suggested by an assistant will then check peers and directories.
How much does an AI visibility audit cost in Geneva?
As a 2026 ballpark, CHF 4,000 to 15,000 depending on languages and number of questions. A French and English firm tracking 25 questions often sits mid-range.
Can our firm be guaranteed a recommendation?
No. The clarity and consistency of public facts can be improved, then you measure across 50 answers whether the share of accurate mentions moves.
Do professional rules limit this work?
Yes: advertising must stay objective, without superlatives or testimonials that breach the rules. Allow 1 to 2 hours of review by the responsible partner for each practice page.
How often should we measure?
A monthly or quarterly record is enough for most firms. Below 20 questions, variations are too random to draw conclusions.
Find out how AI assistants describe your firm. A dated record across your seats, languages and sectors shows within weeks how assistants present your practice. 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.
