The Rise of Generative AI in Lawyer Rankings and Legal Scouting

According to an article by Firesign Legal Marketing, Generative AI users are placing increasing importance on lawyer rankings. This shift in online scouting habits suggests that law firms need to adapt to the changing landscape of tech-savvy users who prefer generative AI over traditional search engines.

In a recent survey conducted by Greentarget, it was found that 62 percent of C-suite members and 52 percent of in-house counsel consider lawyer rankings important while researching new firms. However, since the public launch of ChatGPT in November 2022, which is a tool used by 100 million users, there has been a growing trend of people replacing traditional search engines like Google and Bing with AI. A study by Aberdeen Strategy & Research indicates that 65 percent of users believe AI tools can effectively replace traditional search engines.

In one experiment, a ChatGPT user and legal tech CEO asked the AI to identify the best personal injury lawyers in Philadelphia. The free version suggested self-research, while the paid version (at $20 per month) provided a specific list of five lawyers and firms, all credentialed by Best Lawyers in America and Super Lawyers. In contrast, a Google search primarily displayed results from sponsored firms that paid for keywords, highlighting a shift in user preference toward AI-generated results based on quality rather than advertising dollars.

The experiment underscores that AI tools are being trained on reputable lawyer rankings and client reviews, indicating a potential move towards a meritocratic system rather than a marketplace-oriented approach. As generative AI continues to evolve, it may incorporate additional recognitions, such as Chambers and Benchmark Litigation.

As the legal landscape heads into 2024, law firms are urged to reassess their rankings from the perspective of AI, recognizing the shift in user behavior and the increasing influence of generative AI in decision-making processes.