ChatGPT, Perplexity, Google’s AI Overviews, and dozens of emerging AI search options are quietly reshaping how people discover attorneys.

The question isn’t whether AI search will matter for your firm; it’s whether you’ll understand how these systems see your firm when they decide which lawyers to recommend to someone facing, for example, a divorce, planning their estate, or navigating a business dispute.

Unlike traditional search engines that index web pages, AI search tools synthesize information from multiple sources, weigh authority signals differently, and can even hallucinate details about your firm. They’re creating a parallel universe of legal discovery. 

The firms that master AI search visibility today won’t just survive the transition. They’ll capture clients who never make it to page two of Google because they found their answer and their lawyer in a single AI-generated response.

Let’s dive into some of the tools that can help your firm understand its AI search visibility. 

AI Search Visibility Limitations of Google’s Free Tools 

Currently, there are not many ways to understand your AI search traffic within Google’s free tools. I am hopeful that in the near future, there will be more data available, but for now, here is what each tool can tell you. 

GA4 

Google Analytics (GA4) allows you to see the traffic coming to your website from AI search engines, such as ChatGPT and Perplexity. You will need to play around with the filters within the Acquisition Reports, but we have found this to be the best free option for getting an initial understanding of the traffic your law firm’s website is generating from AI sources. Unfortunately, though, this will only tell you when someone clicked through to your site from an AI search; it will not be able to give you any data on how many times your firm was cited or mentioned. 

Search Console 

There is no way to track AI visibility directly within Search Console at this point in time. Right now, you can assume you are showing up within Google’s AI Overviews if you are seeing a spike in impressions; however, there is no way as of yet to filter out AI Overview traffic versus regular organic search traffic. 

Four AI Search Visibility Tracking Tools to Consider 

There is an abundance of new tools popping up in order to provide legal marketers with clarity on their AI Search Visibility. Let’s dive into some of the main ones that your firm should consider. 

Semrush AI Toolkit 

The Semrush AI Toolkit provides comprehensive AI search visibility analytics through its dedicated suite of artificial intelligence monitoring tools. The platform tracks how law firms appear across major AI-powered search engines, including ChatGPT, Claude, Perplexity, and Google’s AI Overviews, offering insights into citation frequency, source attribution, and competitive positioning within AI-generated responses. 

Pricing begins at $129.95 monthly for the Pro plan, with advanced AI features available in higher-tier subscriptions ranging up to $499.95 monthly for enterprise-level access.

Conductor AI Tracking 

Conductor AI Tracking offers enterprise-grade AI search visibility monitoring as part of its comprehensive website optimization platform. The tool monitors visibility across search engines and LLMs like ChatGPT and Perplexity, measuring how content appears in AI answer engines to track visibility and identify opportunities. Legal firms can leverage Conductor’s AI tracking capabilities to understand their brand mentions within AI-generated responses, monitor competitive positioning across multiple AI platforms, and integrate AI search data with traditional SEO metrics through a unified dashboard. The platform combines content optimization, technical SEO auditing, and real-time website monitoring alongside its AI visibility features.

Conductor operates on custom enterprise pricing tailored to specific organizational needs.

Profound 

Profound is an AI visibility tracking platform specifically designed for those seeking comprehensive oversight of their presence across AI-powered search engines. The platform tracks how large language models (LLMs) like ChatGPT, Gemini, and Microsoft Copilot mention and rank content, while offering multi-region prompting and 20+ languages functionality, enabling firms to see visibility changes based on geographic location and language of queries. Profound recently unveiled real-time search volume insights for AI Answer Engines, allowing legal marketers to explore topic frequency across platforms. The platform processes 5M+ citations daily, tracks 4M+ crawler visits, and handles 1M+ prompts to deliver comprehensive intelligence for enterprise clients.

Profound operates exclusively on customized enterprise pricing. 

Ahrefs Brand Radar 

Ahrefs Brand Radar provides AI search visibility tracking through the established Ahrefs platform, offering access to 5 AI indexes, 100M+ prompts, and zero setup required. The tool monitors brand mentions across major AI platforms, including ChatGPT, Perplexity, and Google AI Overviews. Users can track how often their firm is mentioned, which domains get cited, and the context surrounding these mentions, while accessing competitive share analysis to understand market positioning within AI-generated responses.

Brand Radar is available for Lite plan subscribers and higher, with base access starting at $129/month through Ahrefs’ Lite plan. However, AI Overviews, ChatGPT, and Perplexity indexes are now available as add-ons at $99/month each following the beta period.

Choosing the Right Tool For Your Firm 

Selecting the right AI visibility tool requires careful assessment of your firm’s specific needs, resources, and strategic objectives. Before choosing an AI visibility tool, you will want to assess whether your marketing team can effectively interpret and act upon the data each tool provides because sophisticated analytics become worthless without the ability to implement strategic changes. Next, evaluate the integration capabilities with existing marketing technology stacks, data export options for reporting, and the learning curve required for your team. Lastly and most importantly, align tool selection with measurable business objectives. Understand what you want to get out of the tool and be mindful of what your budget may be. For example, enterprise solutions like Conductor and Profound offer comprehensive capabilities but require a higher financial commitment, while tools like the Semrush AI Toolkit provide accessible entry points for firms already invested in traditional SEO platforms.

The right tool is different for each firm, so take the time to identify which would be the best fit for you and your team. 

Looking Ahead to the Future

The search landscape is already shifting dramatically. The share of Americans who have used ChatGPT has roughly doubled since summer 2023, and as of June 2025, 34% of U.S. adults say they have ever used ChatGPT, according to a Pew Research Center survey, indicating a growing use of ChatGPT and other AI agents as traditional search alternatives. 

Law firms face a fundamental reckoning: their visibility will increasingly depend not just on traditional SEO signals, but also on how effectively AI systems understand, cite, and recommend their expertise. The firms that invest in AI visibility tools today and develop the organizational capability to act on their insights will capture the growing segment of potential clients who never reach a traditional search results page, having found their legal counsel through AI-generated recommendations instead. 

Don’t Let Your Digital Visibility Tank in the Era of AI Search 

Law firms that continue to rely exclusively on conventional SEO and website optimization risk becoming invisible to the growing segment of potential clients who trust AI platforms for legal guidance and attorney recommendations. The window for proactive adaptation is narrowing—while your competitors debate the significance of AI search, early adopters are already positioning themselves as the preferred recommendations across ChatGPT, Perplexity, and emerging AI platforms.

In an industry where referrals and reputation drive success, allowing AI systems to overlook or misrepresent your firm’s expertise represents an existential threat to future growth. The firms that master AI search visibility today won’t just survive the digital evolution—they’ll define it, capturing clients and market share from competitors who waited too long to adapt to the new rules of legal discovery.

Get your digital visibility score today and see how your firm can better position itself against the competition in the changing digital landscape.