How do I choose the right AI consultant?

1. "What do you need to know about my business first?" You want a list of questions about how you work. If they jump straight to tools, that's telling.
2. "Can you show me something you've built?" Anyone can talk about AI. Fewer people have shipped something real that other people use.
3. "What happens if AI isn't the right fit for us?" The answer you want is "I'll tell you".
4. "How will you explain this to my team?" If the answer is full of jargon, the training will be too.
5. "How is the price worked out, and will you put it in writing?" Always yes.

• They lead with a product. A chatbot is not a strategy.
• They guarantee results before seeing anything. "We'll save you 40%" on a first call means they're guessing.
• They promise to cut your headcount. Apart from anything else, your team will never trust the tools.
• They won't sign a contract or write down the scope. The good ones rarely have a problem with putting things in writing. If someone kicks up a fuss about it, that tells you everything.
• They pile on urgency. "Your competitors are already doing this" is a sales line, not advice.

Size doesn't matter nearly as much as you'd think. Big firms bring big teams, which suits big projects. With a small consultancy you usually speak to the person actually doing the work, which tends to mean fewer handovers and less getting lost in translation. Pick the one who understands your business best, not the one with the most logos on their website.

There's a fuller breakdown in how a small business should compare AI consulting firms.

Not really. The work happens perfectly well over video call. What matters is whether they understand your business and explain things clearly, not how far away they are.

Yes, at least listen to it. If something felt off on the first call, a vague answer, a dodged question, a hard sell, there's usually a reason. Gut feelings aren't an exact science, which is exactly why the written scope and contract matter too.