How to Choose an AI Consultant in the UK: What to Look For
Thinking about hiring an AI consultant? Here is what to look for, what to avoid, and how to make sure you get real value for your investment.
The AI Consulting Market Is Growing Fast
As more UK businesses recognise the need to adopt AI, the market for AI consultants has exploded. Everyone from freelancers to global consultancies now offers "AI strategy." The problem? Not all of them will deliver value, and some will actively waste your time and money.
Here's how to separate the genuine consultants from the noise.
1. They Start with Your Business, Not the Technology
A good AI consultant doesn't lead with tools or platforms. They start by understanding your business: your goals, your processes, your team, your data, and your customers. Only then do they recommend solutions.
If someone opens with "you need to implement [specific AI tool]" before understanding your operation, that's a red flag. Technology should serve your business, not the other way around.
2. They Can Show Practical Results
Ask for case studies or examples. What have they actually implemented? What were the measurable outcomes? A credible consultant should be able to point to specific results: hours saved, revenue increased, costs reduced, processes improved.
Theory is important, but execution is what you're paying for.
3. They Speak Your Language
AI consulting shouldn't feel like a computer science lecture. If a consultant can't explain what they're proposing in plain English, they either don't understand it well enough or they're trying to obscure the simplicity of what they're selling.
Look for someone who communicates clearly, sets realistic expectations, and doesn't rely on jargon to sound impressive.
4. They're Honest About What AI Can't Do
AI is powerful, but it's not magic. A good consultant will tell you when AI isn't the right solution, when a simpler tool would work better, or when your data isn't ready. This honesty saves you money and builds trust.
Be wary of anyone who promises AI will solve every problem. It won't.
5. They Offer a Clear Process
The best consultants follow a structured approach: assess, identify opportunities, prioritise, implement, measure, and refine. If there's no clear methodology, you're paying for guesswork.
At Glide Marketing, our AI consulting process starts with an assessment (you can even begin with our free AI Scorecard), moves through opportunity mapping and prioritisation, and ends with practical implementation and measurable outcomes.
6. They Consider Your Team
AI adoption fails when teams aren't brought along for the journey. A good consultant will factor in training, change management, and internal adoption. The best AI solution in the world is useless if nobody uses it.
What to Avoid
- Consultants who only sell one tool or platform. They'll recommend what they sell, not what you need.
- Agencies that bolt AI onto existing services without expertise. Just because a marketing agency added "AI" to their website doesn't mean they know how to implement it.
- Anyone who can't explain ROI. If they can't articulate how you'll measure success, walk away.
Start with an Assessment
Before committing to any consultant, understand where your business stands. Our free AI Scorecard gives you a personalised report in 3 minutes. It's the best way to walk into any consultation with clarity about what you actually need.
Ready for a conversation? Book a free AI strategy call with our team.