The verdict in three sentences
Buyers of strategy advice in Singapore, CEOs, boards and private equity operating partners, now ask AI assistants like ChatGPT for a first list of firms before any request for proposal. A boutique consultancy appears in those answers when public information about its partners, sectors and publications is consistent, factual and picked up by third parties, which is rarely the case for discreet firms. The work is measured with a dated record of answers to the same questions, and nobody can promise that an AI assistant will recommend you.
What buyers ask AI assistants in Singapore
The questions look little like Google queries. They are long, comparative and loaded with regional context. Below are realistic phrasings, of the kind found in the briefs that firms in the city receive.
| Question asked to an AI assistant | Who asks | What the answer needs to find about you |
|---|---|---|
| *Which independent strategy consultancies in Singapore have supported industrial groups entering Southeast Asian markets?* | CEO of a European group | Sectors, geographies covered, anonymised examples |
| *What are the alternatives to the large firms for a commercial due diligence in Singapore?* | PE operating partner | Due diligence offer, team size, typical timelines |
| *Which partners in Singapore know consumer markets in Indonesia and Vietnam?* | Board | Precise, up-to-date partner biographies |
| *Which firms support value creation plans for PE portfolio companies?* | Private equity fund | Clear service pages, free of jargon |
| *Is this firm independent or part of a network?* | General counsel or procurement | Structure, ownership, offices |
| *Which firms publish analysis on ASEAN supply chain shifts?* | Chief strategy officer | Dated publications, conferences, business press |
| *What does an independent firm charge for a partner-led engagement?* | CFO | Engagement ranges, if you choose to publish them |
Two findings stand out. AI assistants favour firms whose partners are identifiable and whose sector expertise is written down plainly. And discretion, a prized quality in this business, becomes a handicap when it turns into a vague site with no named authors.
Why some firms appear and others do not
| Signal | Why it matters | Frequent gap at boutique firms |
|---|---|---|
| Consistent public facts (founding, partners, offices) | AI assistants cross-check several sources before naming a firm | Address or partner list differs across directories |
| Third-party mentions | Business press, conferences and chambers of commerce act as proof | No trace beyond the site and LinkedIn |
| Factual pages by sector | An answer needs a clear sentence to rely on | One generic expertise page |
| Detailed partner biographies | Buyers hire the partner, and so do AI answers | Three-line biographies with no sectors |
| Dated publications | Freshness weighs on recent answers | Last article published two years ago |
| Structured data | It helps link firm, partners and locations | Missing or incomplete |
| Anonymised, real case studies | They prove without breaching client confidentiality | Invented cases, or too vague to be cited |
The local framework adds its own constraints. Contact forms and newsletter sign-ups fall under the PDPA, enforced by the PDPC. If you advise financial institutions, their own obligations towards the MAS often limit what you can say about an engagement, even anonymised. This is not legal advice.
What the work covers and what it costs
In broad terms, the work means establishing what AI assistants currently say about the firm, making public information accurate and consistent on the site and with third parties, writing factual pages by sector and by partner, then tracking how answers change. For a professional services firm, Kolonell built for example the site of TR Signing Group (trsigninggroup.com), a signing services company in New Jersey: the logic of factual pages and verifiable proof is the same.
The market is young and prices vary widely. Based on typical quotes from Singapore agencies, allow, as a 2026 ballpark, SGD 5,000 to 15,000 for a one-off audit, about USD 3,700 to 11,000, and SGD 3,000 to 10,000 a month for ongoing work, about USD 2,200 to 7,400 (1 SGD ≈ 0.74 USD). Measurement rests on a dated record: the same 20 to 30 questions asked every month, the share of answers mentioning the firm and the accuracy of what is said about its partners and sectors.
Mini case study
Illustrative example: *Tanjong Strategy Partners*, a four-partner firm in Singapore specialising in industry and logistics in Southeast Asia.
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- Baseline record over 24 questions: the firm appears in 1 answer (about 4%), naming a partner who left two years ago as a current member.
- Budget: audit at SGD 8,000, then 6 months of ongoing work at SGD 5,000, so 8,000 + 30,000 = SGD 38,000, about USD 28,100.
- Point of comparison: against a hypothetical SGD 200,000 engagement, this spend equals 19% of a single engagement.
The first deliverable is not a ranking but a correction: removing the departed partner from directories and publishing up-to-date biographies. The month-six record will show whether the share of answers moves, with no promised outcome.
FAQ
Can a very discreet firm appear in AI answers?
Yes, without revealing its clients, provided it publishes verifiable facts about its partners and sectors. Two or three anonymised, real case studies are often enough to change the description.
How long before we see an effect?
Allow 3 to 6 months after public facts are corrected, with month-to-month swings. The dated record lets you tell a trend from noise.
Should we publish our fees?
It is not required, but an engagement range, for instance from SGD 150,000, helps AI assistants answer CFOs. Without it, answers often point to firms that do publish one.
What does an AI visibility audit cost in Singapore?
Between SGD 5,000 and 15,000 on the market, about USD 3,700 to 11,000, 2026 ballpark. At Kolonell it is priced on quote.
Is classic SEO still useful?
Yes, because AI assistants rely in part on well-structured, well-indexed pages. A site of 20 to 40 factual pages serves both channels.
Find out how AI assistants describe your firm. We record what AI assistants like ChatGPT say about your firm, your partners and your sectors. 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.
