The AI consulting market has exploded. Everyone from big tech firms to your neighbor's kid is offering AI services. But how do you separate the experts from the opportunists? Here's what to look for—and what to run from.
The AI consulting industry has become a minefield. Billions of dollars are being spent on AI projects that never deliver value. Much of that waste traces back to one decision: choosing the wrong consultant.
As someone who's been on both sides of this equation—as a consultant and as a business owner evaluating consultants—here's what I wish every small business owner knew before signing that first contract.
The Questions That Matter
1. "Can You Show Me Results From a Business Like Mine?"
This question is simple but devastating. Most AI consultants have impressive portfolios filled with enterprise projects. But what works for a Fortune 500 company rarely translates to a 20-person business.
You want to hear specifics:
- What industry was the client in?
- How many employees did they have?
- What was the project budget?
- What measurable results did they achieve?
- Can you speak with that client?
Vague answers like "we improved efficiency" or "we implemented cutting-edge AI" are red flags. Real results sound like: "We reduced their lead response time from 6 hours to 8 minutes, which increased their close rate by 31%."
2. "What Will You NOT Do for My Business?"
Good consultants know their limits. Great consultants will tell you them upfront.
Be skeptical of anyone who claims they can solve all your problems. The best AI consultants specialize. They know what they're excellent at and will refer you elsewhere for things outside their wheelhouse.
When a consultant says "we can do everything," what they really mean is "we'll figure it out on your dime."
3. "How Do You Define Success?"
This question reveals everything about how the engagement will go.
Bad answers:
- "We'll implement the latest AI technology."
- "We'll train your team on AI tools."
- "We'll deliver a comprehensive AI strategy."
Good answers:
- "Success means you're saving X hours per week."
- "Success means your customer response time drops below Y minutes."
- "Success means you see Z% improvement in your close rate."
If they can't define success in terms of your business outcomes, they're selling deliverables, not results.
Red Flags to Watch For
The "AI Everything" Pitch
Some consultants see AI as a hammer and every problem as a nail. If someone suggests AI for problems that could be solved with a spreadsheet or a simple process change, walk away.
The best AI consultants will sometimes tell you that you don't need AI at all.
Proprietary Lock-In
Beware of consultants who want to build everything on their proprietary platforms. Ask: "If we part ways, what do we own? Can we take everything with us?"
You should own your data, your workflows, and your integrations. If a consultant's business model depends on making you dependent on them, their incentives don't align with yours.
The Technology-First Approach
"We use GPT-4/Claude/Gemini" tells you nothing about whether they can solve your problems. Technology is a means to an end. Good consultants talk about your business first and technology second.
No Skin in the Game
The best consultants tie some portion of their compensation to results. If someone wants all their money upfront with no accountability for outcomes, they're optimizing for their interests, not yours.
What Good AI Consulting Looks Like
The best engagements I've seen—and the ones we try to deliver—share these characteristics:
Discovery before solutions. The consultant spends real time understanding your business before proposing anything. They interview your team. They watch how work actually gets done. They ask questions that make you think.
Small wins first. Instead of a six-month roadmap, they identify something that can show value in weeks. This builds trust and reveals whether the partnership is actually working.
Knowledge transfer built in. The goal isn't to make you dependent on the consultant. It's to make you capable of running and improving the systems they help you build.
Honest about limitations. They tell you what won't work. They set realistic expectations. They'd rather lose a deal than over-promise and under-deliver.
The Bottom Line
Choosing an AI consultant is one of the most consequential decisions you'll make in your AI journey. The right partner can transform your business. The wrong one can waste years of time and hundreds of thousands of dollars.
Take your time. Ask hard questions. Trust actions over words.
And remember: the best consultants aren't trying to impress you with their AI knowledge. They're trying to understand your business well enough to know whether they can actually help.
Ready to Have That Conversation?
At Conversint, we start every engagement by understanding your specific challenges—not selling you technology. Schedule a free consultation to see if we're the right fit for your AI journey. No pitch, just an honest conversation about your business.