When someone asks ChatGPT “who’s a good immigration lawyer in Houston”, the tool doesn’t keep a list of favorite firms. It draws on what it has already learned and, more and more often, searches the web and writes its answer from what it finds. Google’s AI Overviews and Perplexity work in a similar way, and they show their sources. So the question is simple to ask and harder to answer: when these tools go looking, what do they find about your firm?
Often the answer is not much. A website that never says plainly what the firm does, a directory listing with an old address, attorney bios with no bar admissions, and no mentions anywhere else. AI answers fill that gap with the firms that are easier to read.