The legal client's behavior has changed rapidly in recent years. A survey conducted by Hedgehog Digital and published by Exame shows that eight in ten Brazilians use artificial intelligence tools to conduct research. This behavior directly impacts how clients look for lawyers: if before the choice depended almost exclusively on personal referrals and traditional networking, today the decision goes through digital queries and responses provided by AI systems.
Given this scenario, law firms have started structuring their digital presence to be recognized by artificial intelligence tools such as ChatGPT, Gemini, and Perplexity. The movement accompanies the growth of GEO (Generative Engine Optimization), a strategy aimed at making companies and professionals references within responses generated by AI.
GEO works as an effective solution to generate recurring demand without violating the ethical standards of legal practice. Legal professionals are seeking to position themselves strategically to appear in the responses of the main artificial intelligence systems available on the market.
