“Most people think they understand how search works.
They don’t. Not really.
With Google, the assumption was always that you controlled the input. You typed the right words, structured the right query, and the algorithm returned the closest match. It was transactional. You gave it everything you knew, and it gave back what you asked for.
AI search doesn’t work that way.
It’s not waiting for your query. It’s already building a picture of you — your browser history, your IP, your behavior patterns, your location. By the time you type anything, it’s already made assumptions about who you are and what you actually need.
And the longer you use it, the more accurate those assumptions become.
That changes everything about how law firms should think about visibility. It’s no longer just about ranking for the right keywords. It’s about whether AI systems have enough signal to surface your firm for the right person — before they even finish the question.
That’s a different problem than most firms are solving for right now.”
– Hugo E. Gomez, Founder (Abogados NOW)
This episode gets into exactly what that means:
The 2026 Guide to Ranking on ChatGPT, Perplexity, and Every AI Platform Your Clients Use