From Rankings to Responses: AI Is Changing How Law Firms Get Found

In this week's episode, Legal Speak explores how the rapid rise of artificial intelligence is reshaping law firm marketing and public relations. As AI-powered platforms such as ChatGPT, Claude, Gemini and Perplexity increasingly influence how people research legal services, firms are rethinking how they build visibility, credibility and authority in an AI-driven search landscape.

Centellic Editor-in-Chief Steve Salkin sits down with Edge Marketing CEO Amy Juers and Play4orm PR Founder and Principal Valerie Chan to discuss their firms' new partnership. The trio also examine how law firms can adapt their marketing and communications strategies to remain discoverable and trusted as AI transforms the way prospective clients find legal information.

Hosts: Cedra Mayfield & Patrick Smith

Reporter: Steve Salkin

Guests: Valerie Chan & Amy Juers

Producer: Charles Garnar