The verdict in three sentences
In Dublin, clients of a yacht brokerage and charter company now ask AI assistants like ChatGPT which broker can arrange a week on a 35-metre yacht in Croatia in July, or what a charter really costs once the APA is added. An assistant only cites firms whose public information it finds clear, consistent and verifiable, and it can also get things wrong: fleet wrongly attributed, non-existent memberships, outdated listings. Kolonell prices this work on quote; on the Irish market it runs, as a 2026 ballpark, at about EUR 2,000 to 6,000 for a diagnostic and EUR 1,500 to 6,000 a month for monitoring.
The questions Dublin clients put to AI assistants
An Irish client planning a charter or a purchase asks a full question, with length, destination, period and budget. They expect a shortlist and an explanation. The table shows realistic questions and the risk for a firm that is absent or misdescribed.
| Question asked to an AI assistant | Context | Risk if you are absent or misdescribed |
|---|---|---|
| Which Dublin-based broker can arrange a 35m motor yacht in Croatia in July? | Family, one-week charter | The list cites London or Mediterranean brokers |
| What does a week on a 30m yacht in the Balearics cost, APA included? | Budget comparison | The assistant gives a price without citing you as a source |
| Is there an Irish yacht broker that is a MYBA member? | Checking credibility | Membership wrongly attributed or ignored |
| Can we charter a skippered sailing yacht from Dún Laoghaire for a corporate event? | Company, day trip | Your local offer does not appear |
| Which broker can help me sell my yacht from Ireland? | Owner selling | Sales mandates captured by others |
| Is VAT charged on a yacht charter in Greece? | Preparing the contract | Generic answer with no link to your guide |
| What does a central agency yacht mean and why use a broker? | First purchase | Your expertise stays invisible |
Why an assistant mentions one firm rather than another
AI assistants like ChatGPT rely on what they can find and cross-check. In this niche, the gaps between firms often come down to simple points.
| What the assistant needs | Where it usually finds it | Common weakness among brokers |
|---|---|---|
| Stable identity | Website, professional directories, company listings | Trading name differs between sources |
| Clear scope | Charter, sales and destination pages | A single vague "Our services" page |
| Accurate listings | Up-to-date yacht pages, status stated | Sold yachts still online |
| Real memberships | Association pages, the firm's own site | Logo shown without current membership |
| Third-party mentions | Marine press, boat shows, partners | No mention outside the site |
| Freshness | Dated guides, current season | Previous season's rates |
Mention MYBA or IYBA only if membership is actually held. Never invent a fleet or a sale: an assistant that picks up false information about you repeats it to every client who asks.
What the work covers and what the market charges
In broad terms, it means making your public information accurate and complete: identity, scope, listings, price explanations (weekly rate, APA, VAT depending on waters), presence in credible third-party sources, structured data and monitoring of answers. It is still a young market; the amounts below are a 2026 ballpark, drawn from typical agency quotes and public provider rate pages in Ireland and the UK.
| Scope | Market range | What you should get in writing |
|---|---|---|
| One-off diagnostic | EUR 2,000 to 6,000 | List of questions, archived answers, errors found |
| Monthly monitoring | EUR 1,500 to 6,000 | Dated record, indicators, actions taken |
| Third-party content and press relations | EUR 1,500 to 5,000 a month | List of target publications |
| Listing clean-up | EUR 800 to 3,000 one-off | Listings removed, statuses corrected |
| Kolonell | On quote | Written scope after diagnostic |
Nobody can promise that an AI assistant will recommend you. The realistic aim is accurate information that assistants pick up more easily.
Measuring, and respecting the Irish framework
Measurement rests on a dated record: the same questions, asked every month, with the answers archived. Tracked items are the share of answers citing the firm, the accuracy of what is said (fleet, memberships, destinations) and the competitors named. An error spotted, such as a sold yacht presented as available, is corrected at the source then checked in the following records.
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The framework matters too. Quote requests contain personal data: the GDPR and the Data Protection Act 2018 apply, supervised by the Data Protection Commission. The European Accessibility Act may concern some online booking services. If you arrange financing, check the position of the Central Bank of Ireland. This is not legal advice.
Mini case study
Illustrative example: Liffey Charter & Brokerage, a Dublin firm. It orders a diagnostic at EUR 3,500, then monitoring at EUR 2,000 a month for 9 months, or EUR 21,500. The record covers 25 questions a month, so 225 archived answers. On a sailing yacht charter at EUR 60,000 a week, a commission of around 15% amounts to EUR 9,000. About 2.4 attributable charters (21,500 / 9,000) are therefore needed to cover the spend. It is a decision threshold, not a promised result.
FAQ
How much does an AI visibility diagnostic cost for a broker in Dublin?
As a 2026 ballpark, EUR 2,000 to 6,000 depending on the number of questions and languages. Kolonell prices on quote.
Can an AI assistant say false things about our firm?
Yes: fleet wrongly attributed, wrong memberships, outdated rates. A monthly record of 20 to 30 questions helps spot these errors and correct the source.
Should we mention MYBA or IYBA?
Only if membership is actually held and current. A membership shown wrongly damages credibility with clients and assistants alike.
How long before we see a change?
Often 3 to 9 months, depending on the state of your public information and third-party sources. No date can be promised.
Does this work replace Google SEO?
No, it complements it. Both rely on accurate pages; a budget of EUR 1,500 to 6,000 a month can cover either one depending on scope.
Find out how AI assistants describe your firm. We record what AI assistants like ChatGPT say today about your Dublin firm, identify the errors and price what can be corrected. 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.
