Sector guides.
Sector by sector guides to what buyers ask AI assistants, which sources the assistants trust in your field, and what a firm like yours should change first.
A buyer looking for an accountant does not ask ChatGPT for "an accountant". They ask for one who understands the construction industry scheme, works with dental practices, or can handle a management buyout. The assistant answers with the same specificity. It looks for evidence that a firm works in that field: the right regulator record and professional body, the right trade press, case studies that use the right words, and a website that says plainly who the firm serves.
That evidence differs from sector to sector. A buyer choosing a law firm is weighing regulator records and legal directory rankings; a buyer choosing software is reading reviews and comparison pages. Profound's study of 680 million AI citations found review and analyst sites such as G2 and Gartner among the sources assistants lean on for business questions (Profound, 2025). So we write a separate guide for each sector rather than one general one.
The guides now cover accountancy, law, financial planning, insurance broking, management consultancy, technology and SaaS, marketing and creative agencies, recruitment, health tech and healthcare suppliers, corporate training, debt collection, commercial property, architecture, construction and energy. Start with your own: for example, which accountant ChatGPT recommends, which law firms ChatGPT recommends, how a B2B tech company gets recommended or why ChatGPT recommends other recruitment agencies.
There is also a guide for private equity operating partners: how to tell whether ChatGPT recommends your portfolio companies, with a fixed audit you can run across a portfolio and report on one page to the board.
Each guide follows the same shape. It starts with the questions buyers in that sector put to AI assistants, in their own words, then explains which sources the assistants lean on, where firms usually fall short, and what to fix first, second and third. Where a sector is regulated, it covers how regulator listings and professional memberships feed into the answer, and how to say what you do within the rules on advertising.
Use your own sector's guide as a checklist. If you sell into a particular industry, read that industry's guide too, because it shows how your clients' buyers think. Guides for fintech, cyber security, IT support and executive search, and a regtech case story, are being added over the coming weeks. To see the firms we help most, read who we work with.
Last reviewed 24 September 2026. Rewritten for 2026: removed the guide count, updated the sector list, linked who we work with and noted the fintech, cyber security, IT support, executive search and regtech guides.
How does a B2B fintech get recommended when buyers ask ChatGPT?
Finance directors and compliance leads now ask AI assistants which payments, lending or regtech platform to shortlist. What the assistants check, and what a fintech should fix first.
Read the guideEvery sector guide also comes as a free designed PDF. See the sector playbooks ↗
All 17 guides in this topic
How does a B2B tech company get recommended when buyers ask ChatGPT?
Half of software buyers now start their research in an AI chatbot. What ChatGPT reads about SaaS companies, why most product websites give it too little, and what to publish instead.
How does a financial planning firm get named when clients ask ChatGPT?
Business owners, employers and private clients now ask ChatGPT who to call about their money. What the assistants check, and how to publish within the FCA's rules.
Which law firms does ChatGPT recommend, and how do we become one?
Founders, HR directors and in-house counsel now ask ChatGPT which firm to instruct. How the assistants choose, why directories and SRA records matter, and what to fix first.
Why does ChatGPT name the big firms and not our consultancy?
When a chief operating officer asks ChatGPT which consultancy to call, the big names often come first. How boutique consultancies get named for the problems they solve best.
Why does ChatGPT recommend other recruitment agencies to employers?
Hiring managers now ask ChatGPT which agency to call, and candidates ask it which recruiters to trust. Here is what the assistants look for, from a stated niche to a dated salary guide.
How can a private equity firm tell whether ChatGPT recommends its portfolio companies?
Buyers now ask ChatGPT and Copilot for a shortlist before they call anyone. How operating partners and portfolio chief executives can check whether AI assistants recommend their companies, and what to fix.
How does a commercial property firm get named when businesses ask ChatGPT?
Occupiers, landlords and investors now ask ChatGPT and Copilot which agent or adviser to use. Here is what AI assistants check before they name a commercial property firm, and what to publish.
How does a construction firm get named when clients ask ChatGPT?
Estates managers, developers and main contractors now ask ChatGPT who to shortlist. Here is what the assistants look for in a contractor, and how to get your firm on the list.
How does a health tech or healthcare supplier get recommended by ChatGPT?
NHS buyers, private providers and HR directors now ask ChatGPT which healthcare suppliers to shortlist. Here is what the assistants check, and how to be one of the names they give.
How does an architecture practice get recommended by ChatGPT?
Developers, housing associations, school trusts and occupiers now ask ChatGPT which practice to appoint. Your best work lives in images, which assistants cannot judge. Here is how to put it into words.
How does our agency get named when clients ask ChatGPT for one?
Marketing directors now ask ChatGPT for agency shortlists. Here is why so many good agencies are missing from those answers, and what to change on your site, case studies and listings.
How does our training company get recommended when HR asks ChatGPT?
HR and L&D managers now ask ChatGPT which training providers to shortlist before they ask for a quote. Here is what the assistants check, and how a corporate training firm becomes one of the names.
Which accountant does ChatGPT recommend, and why is it not us?
Business owners now ask ChatGPT to recommend an accountant, and it answers with a few names. Here is what AI assistants look for in a UK practice, and how to make sure yours is one of them.
Why does ChatGPT name other debt collection agencies and not us?
Finance directors now ask ChatGPT who to use for debt recovery, and debtors ask it whether you are legitimate. Both answers shape whether you win the next client, and both can be fixed.
Why does ChatGPT recommend other energy firms when businesses ask?
Finance and facilities directors now ask ChatGPT who should install their solar, broker their contract or handle ESOS. Here is what AI assistants check before they name an energy firm.
Why does ChatGPT recommend other insurance brokers and not us?
Business owners now ask ChatGPT which broker to use and what cover they need. Here is what AI assistants read before they name a brokerage, and what a specialist commercial broker can do about it.
Common questions.
Which sectors do the guides cover?
Accountancy, law, financial planning, insurance broking, management consultancy, private equity portfolio checks, technology and SaaS, marketing and creative agencies, recruitment, health tech and healthcare suppliers, corporate training, debt collection, commercial property, architecture, construction and energy. Guides for fintech, cyber security, IT support and executive search, and a regtech case story, are being added over the coming weeks. If your sector is not listed yet, the closest guide will still apply in most respects.
Why does sector make a difference to what AI assistants say?
Because buyers ask sector-specific questions and assistants answer with sector-specific evidence. A buyer choosing a solicitor wants regulatory standing and relevant experience; a buyer choosing a contractor wants accreditations, finished projects and a defined region. The assistant learns what counts in each field from the sources it trusts there, so the work of being named looks different from one sector to the next.
What do buyers in our sector actually ask?
Each guide opens with the questions buyers put to ChatGPT, Gemini and Copilot for that sector, in their own words. They are rarely about a firm and almost always about a problem: who can help with this, near here, at this size, with this complication. Reading them is often the quickest way to see where your website is answering the wrong question.
We are regulated. Can we still do this?
Yes. The guides for regulated sectors, such as law, financial planning, insurance and healthcare, take the rules on what you can claim into account. In practice those rules push you towards what assistants want anyway: plain statements of what you do and who you are qualified to serve, backed by regulator and professional body records that match your website.
What if we sell into a sector rather than being in it?
Read both guides. Your own sector's guide shows what buyers ask about firms like yours, and your clients' sector guide shows how their buyers think and which sources they trust. An accountancy practice that specialises in construction, for example, should read both the accountancy and the construction guides.
How can a private equity firm check whether AI assistants recommend its portfolio companies?
Run a fixed audit. For each company, write 20 to 50 questions its buyers would type, ask each several times a month in ChatGPT, Google, Copilot and Gemini in a clean session, and count a win only when it repeats. Record each company's share of answers against named competitors and whether the description is right. Buy-and-build platforms should check first whether acquired brands are still named as rivals.