Extract from Danielle Blustein Hass’s article “Rethinking Your Media Footprint in Age of AI”
With AI shaking up the digital landscape, using media to grow your client list requires a new strategy
Lawyers have long managed their digital footprint to market their practices. But as artificial intelligence (AI) becomes more pervasive, they need to start rethinking their approach. In part, that’s because search results from ChatGPT, Perplexity, Google’s AI Overviews, and other AI tools don’t rely on traditional search engine algorithms alone.
To be sure, AI’s emergence doesn’t mean traditional search is going away any time soon. It still matters. But now, so does making it into sources that AI systems draw from and are trained on. Lawyers who don’t appreciate and lean into this change risk becoming less visible to potential clients.
Scoring points with AI
When a chatbot answers a query—about, say, a definition of a complex legal term or rankings of the best trial lawyers—it draws from a variety of sources on the internet. That’s why an attorney’s media footprint matters more than ever.
