In November, Joe Giovannoli, founder and CEO of 9Sail, sat down to discuss the impact of AI on the legal industry in 2025 and 2026 with 9Sail partner and COO, Bryan Pattman. Read on to hear some of their thoughts on how advances in AI-driven search and generative engines are reshaping the legal industry’s online visibility and client acquisition.

Key Takeaways:

1. AI search and generative engines (like ChatGPT and Gemini) are rapidly transforming how potential clients find and evaluate legal services, pushing firms to update their digital strategies beyond traditional SEO toward “generative engine optimization.”
2. Branded searches and up-to-date Google Business Profiles, along with respected legal citations (like Super Lawyers or Chambers), are becoming more critical for attracting and converting clients as searchers increasingly rely on generative engines for recommendations.
3. Location-specific content and strong tracking of ROI and lead sources are essential: law firms need detailed, localized web pages and must closely monitor which strategies bring in valuable cases, not just web traffic.
4. The future will likely bring more rapid changes, including monetization of generative AI platforms and potential legal/ethical regulations, making it crucial for law firms to stay agile and continually adapt their digital marketing strategies.