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Good to see everybody again. I purposely did not come in the session before because I didn’t want to be tainted by

what was being said in there. I talked to people about uh sessions from yesterday. Uh what was the biggest

takeaway from the session right before this? One person.

Yes, AI is the next big thing.

AI. Yes. Ask AI. Interestingly enough, so I do this now

at all of my meetings. I have an app called Wave AI. I put it on my phone. I use it instead of like any of those

other recording apps for Zooms or for Google Meets, but it allows me to turn on transcribes everything that I say and

then it turns it into meeting notes after the fact with action items without needing any prompting. I do this for

everything. I have a whole collection of meetings, internal meetings, external meetings. Not only can you look at that

individual meeting, but you can query that meeting and ask it about things that happen in that meeting or your

whole kind of corpus of data. So, I use AI all the time. Good takeaway. Yes, ask

AI. I agree. We’re going to be talking about AI a little bit today. We’re going to be talking about well, probably talking about AI a lot. My goal for this

presentation when Rob asked me to come back was to pick up where we left off in September. So, everything that we’re

going to be talking about today is all new as of the last time that I got to speak to all of you. Real quick rundown

on me for those of you who don’t know. Um, as Rob said, I am the, uh, co-founder of a company called RR

Digital. We work only with law firms. Um, previously I was the VP of growth at

Litify for a little over a year during their high growth phase. Um, I was also the COO before that of a company called

Launch That, which you’ve probably never heard of, but that’s the company behind asbesus.com and drugwatch.com. Um, so

I’ve been in legal marketing in a number of different ways, um, for well over a decade. I also host uh a podcast, the

John and Mark podcast. Yeah, we even got stickers. There they are. Um, we release

episodes every week. We talk about only one thing and one thing only, which is how to grow your law firm. So, I encourage you to listen to that. Um, if

you are interested in hearing from people who are actually in the industry, talk about what’s working for them and for their firm, u, Rob’s episode was

great. I also speak at a variety of conferences and I send out a newsletter every week with strategies and

techniques and insights from all the things that we’re doing and all the people that I’m talking to. Um, our digital as a company, we work

with over 40 PI firms. So, a lot of the stuff I’m going to talk to you about today are things we’ve either implemented or are in the process of

testing for our clients. I’ve got 67 team members full-time all across the

country. We’re headquartered in Orlando, which is where I’m from. Um, and I actually have the pleasure of working with a number of you guys in this room.

So, very very fortunate to be here today and I appreciate any attention that you have to give me at the end of this long

multi-day workshop that you guys have been a part of. Um, so throughout this, what I actually

did, speaking of AI, is I took all of my podcast episodes for the past six

months, we started this in June, and I put them in a custom AI model. And I went back through after I created my

presentation and I said, I want validation. I want to know the things that I’m saying in this presentation are

actually real things that people have implemented or have talked about. And I asked my little model to give me after I

gave it all of the insights or all of the details of what I was going to be presenting, tell me which episodes I

should be referencing. So you’ll see throughout I kind of mention different people who are talking about different things that I bring up on screen. Uh my

favorite episode is this one. We released it a couple weeks ago. I flew out to LA um for the start of the social

media addiction trial. Um I don’t know if any of you all are following that. Should be going to jury pretty soon. Um

Matt Bergman um and Mark Laneir, both my clients. Um Bergman sat down with me

after the first day of the trial and we talked about what happened behind closed doors and it’s really super interesting,

just fun fodder. This is the kind of stuff that we like to do. Um so what are we going to be talking about today? So I

I tried to to boil this down to a few key topics, but we’re going to go in a bunch of different directions. Um we’re

going to talk about the shift from keywords to recommendations. That’s the shift from SEO to AI. We’re going to

talk about ethical responsibilities when you’re using AI at your firm or with a marketing group. Um, and we’re going to

talk about the specific things that your firm needs to do in order to evolve throughout 2026 and survive into 2027.

I also want this to be interactive. Um, so please at any point in time, and I truly mean this, raise your hand if

there’s something you want extra clarity on. If you have a question, if you want to know how you could apply this, I want

to make this interactive. So, do not feel like you are interrupting me in any way. This is absolutely a conversation

and we can pull up examples live. I have no problem doing that. I have a few things that we’re going to pull up live

and I’m going to show you how things work. So, what is this great decoupling?

The first thing I want you to think about is that the the historic way of people finding a law firm online started

with the keyword and it led with something that was very clear and that was a website or a Google business

profile. You had one input, you get one of an options of outputs. There was some

variation based on your location, based on your search history, but the reality is it was pretty linear. We are now

living in a world where you put in a prompt or a query even into Google because Google is using AI now all the

time and you are getting what we’re going to talk about as probabilistic

responses. That means that there is a probability that you are going to receive a certain response. No two

responses are the same ever. They may pull from the same data but it is always

going to be something that is built on the fly. It’s not a index like you have

with Google where you put in a keyword and it returns results from that index. At least if you are putting two

different keywords or you’re putting in the same keyword and someone else is doing a similar search, you know that if

it returns law firm A’s website, law firm A’s website is going to be the same every single time that result pops up.

It’s going to be that result. That is not the way that AI works. AI is a synthesis of information that is going

to give you a response that is never going to be the same twice.

Why is this important? So September, what was that? 6 months ago approximately, we talked about how the

search engine results pages were evolving. Well, now we have a bunch of data that we can look at to see what

that evolution has actually done. If you look across industries, we’re

going to call this the click-through rate collapse, CTR. when someone searches, what percentage of people are

actually clicking on a result at all or more specifically an organic result? And

the reality is that across industries, I don’t have the data specifically for legal, but you can assume that the data

is going to be similar if not worse for legal because of of all the advertisers and all the different search elements

between LSAs, Google ads, map packs, AI overviews, featured snippets, regular

blue links, image packs, video packs, Reddit results. I mean, you can go on and on and on. short videos about all

the different things that have interjected themselves into the search results that these percentages are probably much

more disperate for for legal than for products like jeans and headphones.

What’s text ad grow like what’s text? Is that just like getting a text that No. So, sorry. Good question. The

size of text ads. So how much space in real estate on the search result page is

actually being taken up by ads has increased by an average of about 13 pixels for headphones 9 pixels for

jeans. It’s an actual expansion of the elements that are even there in addition to new elements that are being added.

The point here is that it is getting harder and harder for you to get these earned clicks and there are more and

more elements that are available for you to purchase or to earn throughout that search page.

It’s not just that organic is getting a smaller piece of the pie. The pie itself

is shrinking. Meaning that there are less clicks in total. Whether those are going to paid results or going to

organic results. People are receiving what they are they are meeting their intent in a much quicker way without

having to go to that next click. So Google’s dream was always how do I get the user to not leave Google? I want to

serve them yet another query so that I can serve them yet another ad. and they finally sort of reach this. This is the

type of thing that Google is waiting for an inflection point for them to monetize. It’s not there yet, but we’re starting

to see ads pop up in a bunch of these elements like the AI overviews, like AI mode. The reality is that the amount of

clicks that are actually happening are decreasing because AI overviews are giving people their results immediately.

If you ask a question like, “How long do I have to file a lawsuit in the state of Texas for a car accident?” Historically,

that would result in a list of websites and those websites each would give

hopefully the same answer and present it in a different way and that would be the entrance to your funnel to acquire them

as a potential client. Now, those answers are served directly in the search results. So, if you ask the

question, Google knows the answer because it synthesized the information from those top 10 search results. It

knows what the answer actually is and it returns it back to you. So the amount of clicks are dropping. The amount of

clicks that actually reach organic are dropping because more clicks are going to ads. All right. So what does the new

search engine result page look like? Um we could talk about all the individual elements, but one of the ones that is

most impactful to lawyers is this one. Let’s see if my laser pointer works.

Yes. Okay. So, what used to be an entirely organic pack, this map pack,

now has been infiltrated by the sponsored map listing. All the time I get clients calling us saying, “I see a

competitor there. How do I get that?” And unfortunately, the response is that

this is not something that you can directly buy. You can’t say, “I only want to run math pack ads.” They’d make

a killing if you could. This is actually run by running traditional Google ads

and running what’s called the location extension which you connect to your Google business profile and allows your

Google’s your Google business pro profile to have the ability to show up

in the sponsored map pack. Very very smart on Google’s part. What did they do here? They’re now forcing you to buy

traditional Google ads which we know have skyrocketed in competition. the cost per acquisition has skyrocketed

because the cost per click has skyrocketed in order to have the ability to buy what is probably the best piece

of real estate in the search engine result page. Yes, Adam, is it just one that’s uh paid?

Yes. So far, I haven’t seen more than one. Has anyone seen more than one? Has

anyone seen this at all? Okay. Has anyone seen more than one? No. All right. So, how much does your

budget drive your ability to get presented into that? Your your budget is So, let me ask a

clarifying question. When you say your budget, you’re talking about your global budget or you talking about your like

your bid like I’ll spend $10,000 a month on Adwords?

No, doesn’t affect it. Um, what affects it is your bid. It’s also the relevancy,

right? because they’re looking at things now in your Google business profile to see if you should be showing up there. I wouldn’t focus on like, am I spending

enough to give Google, have Google give me the right to show up. Look at your bids. Make sure the location extension

is set up correctly. Make sure your GBP is targeting the things you want it to target. There’s no like rulebook to what

gets you to show up here, but this is sort of like a holy grail for attorneys. And I would recommend that this piece of

real estate that you try and pick up if you can. It’s got to be like a Well, you say bid.

So, you got to be bidding on like uh Baltimore car accident lawyer. Yeah. So, if like Baltimore car accident

lawyer triggers a map pack, which I assume that it does, then you have to bid on that keyword in Google ads and

have your location extension turned on to have the ability to show up here. 36%

paid clicks now account for about 36% of all clicks on a regular search engine

result page, paid, right? Okay. So about onethird of the clicks are going to paid and about 2/3 are going to other various

elements or no not clicking at all. When you say paid, are you including LSA? Yeah.

Or Okay. Yep. Anything where you’re paying per click, per lead. Yeah. This was

something I did at the beginning of the year. We did a whole episode on like what are the things that we think are going to happen by the end of the year.

And one of our predictions was there was a big spike in well AI overview started

featuring map packs. I don’t know if you guys have seen that. They kind of come in and out but AI overviews do have map

pack elements in them sometimes and by the end of 2026 rankings and traffic won’t matter. I’m going to still stand

by that. I think for the most part they don’t really matter right now at a granular level. They matter in the macro

level like you want to be moving up and not necessarily moving down. But if

you’re moving down, it’s not always a bad thing because it could be a macro issue and not necessarily due to the

efficacy of your actual campaigns. Zeroclick search is the new normal. You

have to go into all of your marketing digitally and think, I need to show something that may never get clicked. I

need to have the ability to be referenced, the potential to be clicked because the old days, that gold rush is

gone. You have to think much more holistically now about your brand and

not about direct response. I’m going to caveat that statement with a few things.

If you think about how law firm marketing has evolved over the years. If you go back to like the first era of law

firms, right? It was billboards, it was yellow pages, it was TV. Talking about

pre-digital when digital started really getting traction. As soon as people

figured out how to game the system, boom, it became immediately direct response, right? You had people who were

either seeking a lawyer and were searching and then they were getting who knows who, right? Eventually wound up

being saturated with lead generators or they were on social and they’re getting a whole bunch of people who were

pitching them on stuff. We have entered this era of accountability. this era of

where people are much more cautious about who they’re reaching out to for various services. This whole concept of

dark social or the things that just don’t get tracked because people don’t have the ability to be tracked in a way

that you could historically track every click. I used to get up on stage and say if you’re not tracking every call, every

click, every lead, you’re doing something wrong. You can’t do that anymore. You can’t track every click. I

can’t tell you what happens when 30 people in Chicago prompt slip and fall

lawyer because all 30 people are all going to get different results. You have to think in in this mindset of what can

I do to be as present as possible as much as possible and understand that

there is going to be some loss in attribution or a large loss of attribution along the way. Being

everywhere that your potential claimants are going to be should be your focus. So

obviously with something like search you know that if someone is searching car accident lawyer that is somewhere that you want to be. Historically if you

wanted to be in front of people who were in car accidents before digital you were looking at buying TV ads on programs

when people were like at home and not working because they were hurt. So like all the judge TV shows, the game shows

used to see a a lot and still do see a lot of of people advertising for attorneys. Now, you need to think about

how can you be how can you get those same ads in front of the people that are

actually going to take action because they got hurt. And what I mean by that is that when you were running those ads

during the game shows and the court shows, there were just people who wanted to watch the court shows and the TV

shows and the game shows. Not all of them were necessarily hurt. With creative and data targeting, now you can

shape your campaigns across all channels to target the people that you want to target. While costs are going up, your

ability to precisely target the people that you want to target has become much much better, easier to do. For instance,

let’s talk about streaming. A lot of people are starting to shift budgets from TV over to streaming. Not entirely,

but a lot of firms I’ve spoken to are somewhere in like the 20 to 30% range is what that shift has begun to look like.

If you take the same creative on linear TV versus streaming, what are your targeting options? On linear TV, it’s

really time block station, like what other options do you have? Right? You

you could run into a separate DMA. Maybe on cable you can get a little more granular, but if you take that creative

and you put it on OTT, all of a sudden, not only can you choose networks, you

can choose specific um places where your people are without

knowing those places. When you’re running OTT, the ad that you

see, the ad that you see, and the ad that you see watching the same program are different ads. Those ads obviously are tailored directly to you. Could be

that you visited a website and you were pixelled on that website and someone’s running a retargeting ad. It could be

that you’re in the 35 to 55 male demographic in a specific zip code at a

specific income level with data that was provided by a data company and pushed into these OTT platforms. And that is

exactly what you want to target because you’ve done the research and you know that your database of clients is 35 or

35 to 55 people in that zip code, right? you can match the exact demographics of

your existing clientele or the clientele you want to target with the programming regardless of where those programs are.

That was a long way of saying you need to be omniresent. And the reality is that this mindset of I need to dominate

search and I need to get all of the clicks is not the mindset that will work as we moved into into 2027. It’s already

started to become this way and I think I have actually years on this. Yeah. So,

by the way, I built this deck with AI, in case you’re wondering. There’s an app called Gamma. 25 bucks a month. Amazing.

Um, so yeah, you can see Gamma G- Am Ma. I think it’s gamma.app.

Um, but yeah, like I don’t think this has stopped.

We’re going to see less and less searches actually resulting in a click.

So big takeaways from this, right? Three three pieces of data. 60 to 65% of

searches result in no click. Do you remember the old featured snippets? We don’t see them anymore,

right? But featured snippet were those blocks that sort of gave you your answer right at the top of search. Those are gone. They replaced with AI overviews,

but the click-through rate on featured snippets was about 43%. It was essentially we used to call position

zero at the agency, right? It was so much better than position one. You were usually above the ads. And the idea

there was, let’s give the user exactly what they’re looking for as quick as possible because Google’s mindset is how

do we keep them on Google. Users are happy. That’s all that matters. Everything else will follow.

Now, that same spot, look at that difference.

Massive shift. same real estate, effectively the same way that you obtain that spot, but now

you’ve got the information actually being presented in a consumable way, potentially being personalized to you if

you’re signed in alongside other competitors, links not being like

blatantly obvious for you to click on, sometimes buried in the sources. We can go on and on about why that click-through rate has decreased, but

the reality is that it has decreased. And this was something that we saw a lot

of clients get a lot of cases from. We would find informationational queries that people would search for all the

time, like how long do I have to file a lawsuit for a car accident in Texas? And

we would earn the featured snippet and that would yield leads and that would yield cases. And that doesn’t happen

anymore because the answer is given. So you can’t get them to enter your funnel. So how do you actually do this?

If you want, Rob, if you’re okay with it, I can give out the presentation after so people don’t have to take pictures and and write down this stuff.

There’s a lot of information here. You need to think about this both like a human and like a machine. And the answer

is surprisingly simple if you look at it through through this lens. When you are

seeking information, what makes you pick one piece of information over another?

If you have a a plethora of options, right? I’ve got 10 books here and all of those books are books about X. Why would

I pick one over the other? Reviews.

I I want to know as much information as I can as quickly and easy as possible. I

think that’s what most people want, right? How do I get my answer with as least friction as possible? And machines

are doing this the exact same way. Everything that we’re going to talk about for optimizing for AI, we use this

term called fitness. Are you fit for this query? Are you the result, the

piece of data that AI, not just from a contextual perspective, but from a technical perspective?

Are you that piece of data that I should be surfacing? When I go to your web page, do I have 5,000 words and good

information buried somewhere in those 5,000 words, or do I have 500 words, and

my intent is met immediately when I hit that page? It sounds so simple when you think about it that way. Both a human

wants their answer right away, doesn’t want to scroll through a bunch of ads, doesn’t want to scroll through a bunch of copy, and a machine. We’re living in

an era where you’ve got Tesla, SpaceX talking about putting

satellites up in space to get solar power because AI uses so much energy. There’s potential laws being passed

about limitations on on energy creation just to support AI. Every little bit of

data that AI has to consume is eating up one more piece of energy.

So as much as you can get in as condensed a bit as possible, that’s what you want to do for humans and for

machines. So, the differentiation factor going back to how do you choose something? In addition to choosing the

one that meets your intent right away, what you want is the one that is the most unique. If I’ve got nine that are

the same and I’ve got one that’s different, I’m probably going to choose the one that’s different. So, you have

to think about all the things that you’re doing. I’m not just talking about content. All of the activities that

you’re doing from a marketing perspective that at any point will go through AI in any way on this matrix.

Are the things that you’re doing easy to consume for humans and for machines and

are they adding value to the conversation? When you look at why AI surfaces the things that it surfaces and

the the multiple methods by which it’s able to grab that information, there’s really only two ways. One is what’s

called grounding. So these models are trained on a ton of information.

These are the easy to answer questions, right? What’s 2 plus two? What’s the statute of limitations for a car

accident in Texas? Things that like it knows are fact. Those are just stored in the model. Then there’s this other piece

of the model. We talked about this a little bit back in September. It’s called RAG, retrieval augmented

generation. Don’t worry about the acronym, but what that means is that AI isn’t confident enough in the answer.

It’s going to go out to the open internet and get the answer. And it’s going to synthesize that information and combine it with what it has in its

memory. That unique information is the information gain. And you need to

validate that the things that you are adding to the conversation, your unique perspectives, your case results, the

things about you that stand out amongst the 10 other books on the table, that those things are not just things that

you’re saying, but things that other people are saying about you. This is just highlighting uh rank

tracking and the efficacy of it. Um right now rank tracking directionally I

would say is accurate but the reality is again by the time you get to the end of this year I don’t think it’s going to be

anywhere close to accurate or worth investing in any sort of resources to track ranking. Um you know we my team

was talking about this. Someone searched Oakland personal injury lawyer. They were in incognito. they were in

different parts of the country and you had four different results on where they were sitting on the page. The client

that we have just happens all the time. You need to think about am I am I

getting a share of a recommendation if it’s AI and if it’s search do I have

enough visibility on that real estate? What is my pixel real estate? I like to tell clients if you figured out that

there is something that is going to get you qualified cases that you lean into that as much as you can until you can’t

anymore. So if that’s a specific keyword that you figured out or a cluster of keywords or a topic by the Google ad by

the LSA, make sure you’re ranking in the map. Make sure you’re ranking organ organically. Make sure you have AIO

visibility. Make sure you have a video about that topic in case a video pack shows up. Try to own as much of that

real estate. Don’t think about it about about it as organic or paid because that is going to shift. Whatever that real

estate is. If it’s valuable to you, you need to think about investing in acquiring that piece of real estate on

the search result page. All right. So, we’ve moved from this concept of of

search engines providing you information by retrieving websites from its index to

this era, and I hate the term GEO. I just put it up here so we can clearly differentiate between doing search

engine optimization and then optimizing for AI. Um, you need to do all of the SEO things so

that you continue to rank in search. And because of what we talked about earlier, this this concept of AI going out to the

open internet and getting results, it’s looking at what’s ranking

organically through search to grab those results. So you still need to do traditional SEO to be effective on GEO,

but there’s also more. So I like to refer to it as like SEO plus. You need to do SEO, but you need to do it at a

much higher level where you are doing things like optimizing for entity mapping, right? What are the concepts,

the entities when someone is talking about an accident or an injury related

to your firm in your market? There’s all different types of entities that could be mentioned. We’re going to I’m going

to show you how Google does this, but you need to think about the people involved. You need to think about the places involved, people, places, things

involved. You need to think about anything that could any noun, proper noun or non-proper noun that can be

connected to that concept. That is how AI understands whether or not your content is actually relevant.

the the stark contrast between the old way of doing SEO and picking specific keywords and writing those keywords as

many times as you can into a page or in different variants. It is very very different.

Very different. John is that yeah struggling with the word entity. Is

that everything you just described like who was in the accident, where the accident was, like

Yep. Yeah, insurance companies literally at cars, trucks,

um specific roads, roads in general, right? You need to

think and like map out everything from an entity perspective, not just from a concept perspective.

It’s more so like when you’re actually executing versus on the strategy side. I

I’ll show you how we do this. So we talk about this difference in grounded responses and

Google calls them query fan outs but that’s this rag concept right where you put in a search and then or a prompt and

then it breaks it into topics and then those topics it runs searches and pulls in those results from those searches.

There’s even a test right now um you can sign up for with Google called web

guide. Has anyone seen that? No. Web guide is

it’s a single page of Google without the pageionation. So you can’t go to the next page. You put in your search. It

gives you a breakdown of the different things that that search could mean. So

what are the different intents? So if I search Disney World, right? One chunk of

intent is how do I get to Disney World? One chunk of intent is what are the rides at Disney World? One chunk of

intent is how do I book a vacation for Disney World? And then each of those it gives you two or three results like

actual real web results. That is sort of simulating what Google is doing with this query fan out. It’s breaking your

intent into topics, running those searches, and pulling back results. So when you’re optimizing for AI, you’re

really just doing SEO for each of those topics because you want to rank for each of

those subtopics. ways that you can do this. How to

influence the training data specifically. When I say the training data, it’s the grounding data. That’s the information

that these LLMs are trained on. You may not realize this, but chat GPT five, I

believe it’s training set is over a year old. Anything beyond that date, it’s going

out to the open internet and it’s pulling the information in. And you never know when those models are going to get updated or what model someone is

using. But you need to influence that training data. It needs to understand at its core level that the things that you

are saying are important. So how do you do that? Press releases.

Not just putting them out into the ether. Putting a a very specific press

release out with the intent of getting media coverage where that media coverage could then reference your firm and the

entities at your firm and the things that you’re doing. The more others are mentioning you in certain context, the

more these AI models are going to understand who you are and what you do and what you’re good at. Uh reviews,

Google reviews obviously, but Better Business Bureau is getting pulled in. Yelp, as much as Yelp sucks, and I know

everyone has tried to get Yelp reviews and can’t, um Yelp is getting pulled in.

I’ve even seen like reviews and comments on um like the super lawyers and fine

law and like all the aggregators get pulled in as well. So this single

mindset of like I have to focus on Google my Google business profile it’s important but really it’s about like

what are people saying about you everywhere where they could be saying something about you. um information

gain. We talked about unique content. Um understanding the intent of the queries that people are doing and then making

sure you’re not just fulfilling the car accident lawyer intent, but all of those sub intents. Again, just good SEO,

right? Creating topical subpages and clusters about specific topics and then

lead with solutions, then support with data.

Something I encourage you all to do is do a search in AI

where you would expect your firm to show up. If your firm doesn’t show up, ask the AI

model why it will I mean it’s not going to be 100% accurate, right? These things are

probabilities. It’s using the information that it has, but it will give you good direction. I had a client

who kept saying why am I not showing up if for car accident lawyer or whatever this market is in AI but I’m doing so

well in SEO and we asked and what did it say? There are instances across the internet that

are talking about poor communication between clients and your firm. So we said okay we have to fix that. We can’t

fix what people are saying everywhere else on the internet but what we can do is we are the most authoritative source

on our law firm. we can say this is how we handle client communication and then

here is proof of how we do that. So you create in that instance a client

communication page and how we deal with client communication. You put testimonials from clients talking about

how great your communication is. You talk about your process and all the things that you do to enhance client

communication and we effectively train the AI to understand that the information that was out there was not

factually true and then they showed up for those queries. models are released very very regularly

and you don’t always know what model someone is using. We had uh Gemini 3.1

release a few weeks ago. Um earlier this week, Nano Banana 2 for those of you who

play around with the image generation was released a week ago. Google released uh the ability to create songs up to 30

seconds from a prompt. things are moving so so so fast and these AIs are getting

more and more like humans but they’re not humans yet. The current model for Gemini which is

what’s being used uh all within Google at least in the pro version three is in

the free version if people aren’t using pro um is very advanced

but it has its limits. So, let’s talk about that ability to get your answer as quickly as possible. The desire to save

energy. Here’s a great tangible example. Google

changed their documentation a couple weeks ago and they said 2,000 words,

that’s it. We don’t consume any more than that. And the reality is that it actually consumes or cites significantly

less than that. 44% of all citations come from the first 30% of a page.

So, if you’re trying to to write a better page than your competitor, it’s not always writing a longer page or

copying what they’re doing. Potentially, it’s about writing a shorter page and getting to the answer as quickly as possible. That’s going to help users.

It’s going to help AI. But that is a real-time change,

2,000word limit.

Um, this is talking about kind of how that query fan out works. I won’t bore

with the details, but I want to show you guys this. So,

let’s see if this works. Someone give me their website. We’ll do this live

takersaw.com. You’re You’re out of it. What is it? Advocatesaw.com. Okay,

cool. What’s a keyword that you think you should be ranking for?

uh car accident. Do I have to say one word? No.

Uh personal injury lawyers. Just go high

level, I guess. And what market?

Uh Seattle. Okay.

So I built a custom gem which is just a custom AI

model. Anyone can do this in Gemini. Uh chat GPT allows you to do it. Um and I

can show you the instructions that I put in. This took me 15 minutes to do. And you called it you build a what?

Gem. Gem. Gem. So Gemini you build gems on chat gpt. It’s

something else. I forget what they’re called. I just do everything in Gemini. I’ve realized that like Google’s going

to drive everything. So, I just do everything in Google now. I got rid of my chat GPT description. But what this

is doing is it’s taking personal injury lawyers the query. It’s simulating that it’s in Seattle.

It’s breaking that search result up into sub searches. It’s doing a simulated

query fan out and then it’s coming back and it’s telling us

what it found in relation to your firm whether you’re showing up or not and what you need to change.

Intent one local commercial immediate hiring intent. So it’s saying people would also search best personal injury

lawyer Seattle Washington personal injury attorney near me Seattle and Seattle personal injury law firm free

consultation. The second intent, vetting affordability. So, they’re going to look at how much does a personal

injury lawyer cost, contingency fee percentage. The third is trust and proof. So, they’re going to Google your

reviews. Um, case results and settlements. And then the fourth intent,

um, niche alignment. So, is this the only thing that you guys care about in

relation to injury or do you have like other relevant topics? All right. So

then it ran a gap analysis. Are you ranking for those keywords is is what

it’s looking for. The site does an excellent job capturing local intent in subniches. They have dedicated pages

mapping directly to queries like Seattle car accident injury lawyer which you

remember we didn’t do car accident injury lawyer, we did personal injury lawyer and wrongful death lawyer.

Individual attorney profile pages are well indexed for Seattle Washington related queries. So there’s that entity

mapping, right? It’s looking at the people. Are those people relevant to this market? The firm provides a highly

specific answer to query 4. When we recover a settlement for you, we retain one-third of the total amount as our

fee. So, when someone’s looking for what is the contingency fee, AI does not like vagueness. It likes very specific

answers. Got to be careful here because a lot of times people will ask what’s the average amount that this firm has

gotten. You guys all know the ethical limitations there. So, here’s a gap.

This excellent definitive data point is buried in general FAQs and peripheral location pages like Bellingham or

Beaverton rather than being front and center on the main Seattle landing page where Seattle searches are looking for

it. Actionable advice, trust and proof, low coverage. So, it it broke it up into

like you’re doing well, high coverage, you’re doing okay, here’s some ways to improve, and then these are things that

you have low coverage. So, this is the domain’s biggest vulnerability. Queries for case results and settlements yield

virtually no dedicated outcome pages. Search engines prioritize hard data.

Here we go. Dollar amounts, specific case facts to satisfy trust intents, and

this site relies too heavily on general marketing copy. We recovered over $500 million rather than itemized local case

results. Action plan. Build a strong Seattle case

results hub. Create a dedicated page detailing specific anonymized Seattle settlements, but noting specific dollar

amount for a specific accident. Unberry the fee structure, aggregate local

reviews, and then it tells you for the queries,

did you have a page show up or not? these types of things. If you can think

about what actually has to get done, you can have AI do all this work for you. We run this stuff constantly to see where

the opportunities are because not only are the main keyword results changing that you’re trying to rank for and what that search page is looking like, but

all of the sub queries. It becomes not only difficult for a human to do this,

it becomes unmanageable for someone to do this type of work at scale.

AI should augment human intellect and not replace the amount of work that can

get done both marketing work and just work in the firm in general if you’re applying the right tools to the right

problem with the right people is incredible. This past week, Jack Dorsey fired half of his staff at his start.

Jack Dorsey was the former founder of Square and Twitter. He had a new company called Block. laid off 40% of the

people, put out a public press release, and he said, “I’m firing 40% of my staff because AI could do their job.” Like,

that is not a sustainable business model. What about the other 60% of the people? What about the people that are training the AI models? You have to

think about how do you take tools like this and whatever you guys were taught in the session before this to build and

apply them to the actual problems that wind up being very, very difficult for humans to do at scale. And this is one

of those. I’ll show you guys how I built this.

It doesn’t let me make it bigger, but literally you go into Gemini, you say you want to create a

gem, you give it a name, you give it instructions, which is basically like a prompt that it always runs before it

runs your prompt, and then it just gives you the results. That’s it. And anyone can use it. And I’ve got a ton of these.

Um, got another one here.

So, I I thought, what are the things that law firms need to do in a local market that are very, very labor

intensive for them to figure out how do I actually get this stuff done? And I said, identifying events in the

community that align with the firm other than just manually seeking this stuff out. How do you do it? So, built a

system to do it. I put in a market. I did it this morning so we don’t have to run it again. But here I just did Denver

and I said personal injury and it gives you immediately. I’ll just go down to this because this is what’s most

important. Here, here’s a list of events. Boom. Have your marketing person click through. Now, you don’t have to

build something that’s like a system like this to do it. You can still do this type of work with a simple prompt.

If you feed it enough information, the context that you’re giving AI is extremely important because in the

absence of information, what happens? It makes [ __ ] up.

I also have examples of it making [ __ ] up this morning that I will show you guys in a little bit. So, this era of

keywords was very much about exact match. And over the past decade, Google started to understand what do words

actually mean. So when you do things that are referencing attorneys, they also know that an attorney is also a

lawyer. You didn’t have to have a page for car accident lawyer and a page for car accident attorney. But now Google is

understanding and AI is understanding the meaning behind those words. So it’s not just synonyms. The actual context is

extremely important. What does this mean for SEO?

Create contextrich content. So, make sure that when you’re talking about things that they are

within context about how your firm specifically is able to do these things or has done these things with varied

terminology and natural language and focus on semantic relevance entities,

not just keywords. Um, use internal linking. It’s SEO best practice. Um, and

then group around themes and not just keywords. This is where it gets both

complex and interesting. And I’m not going to lean too heavy into the ma mathematical side of this, but I will

show you what actually happens. You need to think about all those entities that we were talking about before. Think of

it as a as if these things were like orbiting around in a 3D space, right?

You’ve got your firm. You’ve got words like liability, insurance company,

mass tors, car accident, and everything is a distance apart from everything

else. That’s the way that AI thinks about entities and topics. And the closer you

are to a cluster of things that are all relevant to what you actually want to show up for, the more likely you’re

going to show up for it. It does this stuff in a very complex way in real time. There’s a ton of math behind it,

but it is again very different from the things that you used to to think about when you were trying to rank for SEO

purposes. Um, AI also exhibits positional bias.

So, if something is earlier on in something, first word in a sentence, first sentence in a paragraph, first

heading on a page, first word in your title, first word in the URL, it is going to focus and give more weight to

that. So this reinforces that concept that we were talking about before being condensed, giving the answers right

away. It wants to use as little energy as possible to accomplish its goal. The concept of probabistic versus

deterministic. I think we touched on that already. This is

my example from this morning. And it may be a little hard to see. I just cut and pasted a screenshot, but I asked um

someone in our company said, “Hey, I have a client. They want to know how many more reviews do they need in order

to get to a 4.9. We actually do get this question a lot, right? So, two years

ago, I built a calculator for this in a Google spreadsheet, but this employee wasn’t there at the time. So, I’ve got

Gemini hooked up to my personal Google account, and I gave it connections to my

Gmail. I gave it connections to my Google Drive. I gave it connections to my calendar.

Only do this. only do this if you know what you’re sharing and making sure that

you actually have the plans that don’t train on your data. Very important. Like

I have the high-end Google plan which doesn’t do this. So I said I need you to find it for me. I looked in my Google

Drive. It was probably an unnamed spreadsheet. I had no idea. Simply prompted somewhere in my Google Sheets is a calculator to determine how many

reviews are needed to change your review score. Find it for me. and it responded with the biggest hallucination that I’ve

ever seen an AI make to me. I’ve seen others like post screenshots of it, but this made absolutely no sense.

Real. What’s it say? It says, “I need your help with an email responding directly to some feedback

I’ve gotten from my boss about a proposal I’ve sent her. Can you try to match my voice?” Taking

an affirmative tone, but making it clear that incorporating this feedback is going to require me to work overtime.

Here is her email. makes no sense. The reason why I want to show this to

you is because people are trusting of what they get back from these systems

and the reality is a lot of times it’s [ __ ] garbage. I’ll give you another example. This happened to me last week.

Uh my wife and I are moving in a couple of weeks and we wanted to make sure that

we understood the square footage of each floor of the house and of each room. And we had a floor plan and it had all these

architectural dimensions on it. And I said, “I know what I’m going to do. I’m gonna put it in AI. I’m gonna have it

tell me.” And I did it and I got a number. And then my wife did it and she got a different number. And then we went

and asked the real estate agent. We got a different number. And then we went on the the property appraiser and we got a

different number. So I ran it again and I was very specific about my instructions and its

response when I told it it was wrong was, “Oh, you’re right.

Good catch. This is this concept of of probability.

It is giving you what it thinks is the most likely answer to whatever you’re asking it. But if it doesn’t have enough

information, it’s not going to tell you it doesn’t know. When has AI ever told you it doesn’t have an answer?

It doesn’t. It makes [ __ ] up, but it doesn’t tell you when it makes [ __ ] up.

real humans are out there trusting information like what was it the can I

put glue on pizza was that what like a couple years ago right like these things

are happening all of the time all the time AI is heavily influencable people

are seeding maliciously they are seeding information into AI I have a great one

for you someone figured out last week and you could Google this I don’t remember what company it was but someone figured out that if I can get AI to show

my phone number that I’ve created instead of a bank’s phone number that when people Google that bank to get the

phone number, it’s going to show the fake phone number. And it worked.

And he fished hundreds of people and stole their money by having people answer that phone

because these were inbound phone calls. And do you know how he did it? all the

tactics that I was showing you at massive scale very quickly and it

influenced the AI and the AI served up the response that it wanted that this person wanted it to show up.

So they could do that with laws and just replace the program.

So we could do that with other law firms and program our phone numbers. I just said you said I didn’t hear you.

Great minds think alike. Um, no. I mean, I’m obviously I’m not encouraging you to do things

nefariously. I want to give you guys the awareness of what’s actually going on and how these things actually work

because it is not what people think. When you ask your Google Home or you ask your Alexa the answer to a question, it

doesn’t give you a citation. It doesn’t tell you its source unless you ask it. Maybe if it has a screen, it might show

you a source. It’s taking this random thing that you asked it in a whole bunch of words and it’s giving you back one

answer. that may be incredibly wrong. When you ask AI an even more specific

question and it doesn’t know, it’s going to give you even more elaborate answer

than what you’re getting from your Google Home or from your Alexa because it has the ability to show you all this

information that it made up. Okay. So, what are some of the things

that you can actually control? Um, I call this navigational noise, right?

when you open up your website and you have that top navigation, right? Let’s go back to this concept of

like I’m picking a book, right? Is it easier for you to pick when the top navigation has just four or five things

to pick from or when you open up one of those giant mega menus and you’ve got like a hundred different links? The

answer is obviously the first one, but everyone is thinking like, I got to put all my different practice areas up in the top nav. and my SEO guy is telling

me that if it’s not in the topn nav, it’s not relevant. You have to think about things through a

different lens. What is the path that gets people to their desired place and gets a machine to its desired place as

quickly as possible. Now, I’m not saying eliminate your navigation. I don’t want that to be your takeaway, but I want you

to think about these things. If you’re putting something in your navigation, if you have 50 things, well, that weight is

going to be split across those 50 things. Granted, proximity bias, we talked about that. The stuff earlier on

is going to be more valuable than the stuff later in that menu, but you’re still splitting that value across 50

different things. If you only have five things there, well, that means those five things are probably pretty

important. So, think about that. And and navigation is just one example, right? Everything that you are doing now is not

just being read by humans. It’s being read by machines and they’re interpreting what it means and how valuable the things within it are. So we

look at SEO versus GEO, right? Focus documentled, right? I’m ranking a page

or a Google business profile or a thing, right? Versus problemled. I don’t care

about the page. My page is not really what matters. I care about is that problem being solved? Is the intent met?

Could be through written copy, could be through a video, could be through someone else on their website or in

their app or on their social media talking about me. How do you do this? Keyword strings,

written copy versus entities and solutions. Focus on the different things that are relevant and then framing them

within a way where you are actually providing the solution. Your goal in SEO, traffic, clicks, eventually cases,

your goal in go recommendation and fitness. You want to be recommended. You want to be the most

fit to meet that user intent regardless of what the prompt is.

the logic SEO retrieving from an index here’s your web page geo probabilistic

fitness do I think that you are at a high probability of what the user wants

when I take that and the 10 other things that I’m going to synthesize down to give you your response

so this concept of problem solution fit comes from businessto business marketing

business has a need that is a problem you want to focus on what is the solution to that problem, not features.

You want to focus on what it is that that end user needs or that business needs and how do you meet that intent.

People have always said, good SEOs have always said, this is what you need to do. Google keeps telling us to do this,

but yet the search results are showing something different, right? Oh no, I have to spin out a page for every for

every geo. I have to spin out a page for every keyword variation. We’re finally at this point where this kind of stuff

where you’re actually meeting user intent really means something. Keywords are approximations of user intent, but

the real problems are specific and detailed. Now, you can’t attempt to meet

every single person’s intent, meet every single one of their problems, but you can try and identify what are the key

problems that your potential clients will have, and how do you solve those problems? It’s not just about finding a

lawyer. Finding a lawyer entails, am I getting the right lawyer that’s going to communicate with me the way I want to be

communicated? That’s going to get me what I actually deserve financially, that’s going to understand how to run

the process in this jurisdiction in this practice area. AI hates ambiguity, hates

it. That’s when it makes stuff up. So, the more specific you can be and the more

reinforcing of the things you’re saying that you can be, whether it’s you finding other things that you can do to

reference and back up your claim or having others on other websites or other

entities reference you um to validate your claim. So, think about things in this framework. What’s your offering?

What specific problem does it solve? Who’s it for? How do we solve it? How is it different from competitors? And where

is the proof? It’s just sort of a good framework to work through anytime you’re thinking about what are the things that

we need to do from a marketing perspective because AI sees it all. Whether you think about it or not, you

think AI may not see your billboard. Someone’s taking a picture of that billboard and posting on a Reddit on the billboard thread of the Rob Lavine

billboards or there’s a a Reddit thread that we share internally of um like

worst lawyer billboards, right? You never know where you’re going to show up. Um, so the the tangible advice here,

tell your writers to write um or when you create create content, write in what’s called a semantic triple. That’s

how AI consumes words. Subject predicate object. This is where the ambiguity

needs to be removed. So instead of saying our lead attorney has litigated

50 plus spinal cord cases, our lead attorney Joe Smith who’s been with the

firm for 30 years has litigated 50 plus spinal cord cases. Our firm secured 24

million that’s the subject or our firm is the subject. Predicate secured 24 million in total recoveries

object force final court clients in 2025. This whole concept of like beginning, middle, end in all of the

writing removes all of the fluff. If you think about like all of the marketing copy that you may have on your social

media, on your website, in your videos, you remove all that garbage when you

think about things through this context. You may have heard a lot of people talk about chunking their content, right? I

need to to put it in consumable bits. Yes, but also context matters. So, I

like to think about this from if I’m going to write a paragraph about

uh traffic in 17th and spruce outside, that paragraph

needs to have a link that’s contextually relevant to something about that. The header needs to be about traffic in one

of in 17th or spruce. Um, I need to be surrounding the words with relevant

words about 17th spruce traffic. You need to think about each of these things in specific information packages. And

then how do you validate the information that you’re giving people with references? It could be that link or it

could be something about your firm. It could be an external link. It could be an image. More about how you do this,

right? These recommendation engines, AIs, evaluate your your fitness for

specific queries or prompts and they look at thirdparty presence to build

what are called fitness signals. SEO, you think backlinks.

GEO or AI, you got to think about fitness signals because it’s not always a link. I would actually rather have a

CNN or a New York Times mention one of our clients without a link than have

some like small garbage mom blog website give a backlink on a, you know, a

largely irrelevant topic. Now that AI is actually able to consume everything

everywhere all the time, it’s mapping those entities. It doesn’t need the links. And your goal is obviously to be

the most fit to meet the need that that user is prompting. Okay. So, how do you

create things that add uniqueness to topics that are

largely routine and repetitive in your market? Right? A lot of this stuff we’re talking about when you really boil it

down, it’s personal injury in Seattle, right? How does your personal injury in Seattle differ from someone else’s

personal injury in Seattle? So, we’ll talk about specific ways that you can do this. I’m going to give you

examples from some of our clients on how we’ve done this. We’ll call this building an entity moat. We’re going to own a topic with your brand. So, think

about something that’s tangentially related to a practice area that you have.

How do you get your brand to now be so vital to that topic that it shows up

outside of your market? That’s the way to think about this. So, we said, “Okay,

we’re going to run a survey. We’re going to reach out. There’s different tools you can do this. We’re

going to reach out to a 100red or 200 women who are pregnant and we’re going to pull them on specific questions about

driving while pregnant. Do you feel safe? Do you wear a seat belt? Would you rather drive or be a passenger?” We run

through a whole bunch of different variations and we created what we believe is the definitive first person

guide on driving while pregnant that

now ranks for driving while pregnant.

This is the page. So we actually originally had this page without the survey. We created the page

didn’t really do anything for the client. So we said we’re going to add unique information. We put the stats in.

Only 50% of respondents felt very satisfied or satisfied with the resources available. How much anxiety do

you experience? We now have created data, believe it or not, in this big

world that did not exist previously and associated it with this law firm

in the talk about entity mapping. Driving very important, right? safety,

very important, accidents and injuries, very important. So, this was a a deliberate effort

to tie uh the images aren’t loading because the internet’s bad, but um to to combine

this law firm’s visibility and brand with that topic, and it works.

Why is this important? Because

now and into the future, fame and brand recognition are what I would consider the new

ranking factors. Mentions, references,

just being put in the conversation is what you need to be focusing on. It’s a very difficult to measure KPI. How do I

know that I’m getting more famous? How do I know that my brand has more visibility?

You can use various share of voice tracking systems to try and estimate, but the reality is that you can’t. So,

while we’ve taken a step forward in technology, we’ve actually taken a step backwards in attribution. We don’t know

necessarily what’s influencing, which is why I’ll go back to the beginning of my talk. You need to be omnipresent in

front of the people that you want to become your clients.

Um these are just example ways to do this. So right now

AI is whether you’re using it this way or not it is agentic and I mean by I

what do I mean by agentic? There are sub aents there are things happening in a process that are then being pulled back

in to the main system. It looks to you like things are happening in a single

conversation but the reality is that all of these subprocesses are happening and you don’t have visibility into them. You

may have some right we did this the query fan out testing u but the reality is that that even Google’s engineers

openai’s engineers they don’t know what’s actually happening behind the scenes the systems are taking over u

anyone heard of openclaw over the past couple weeks right like that that was a

system a forum that was built for AI agents to communicate with each other and do their own things it’s crazy what

these agents can do then think they also hallucinate, right?

They also make [ __ ] up. It’s scary. Lots of advanced models that are coming out and different things that you can do

with these models. Um people have talked about agentic intake um could happen either through forms. There’s like bots

that can kind of chat back with you or voice agents. Um I don’t think the technology is there yet. I think we’re

getting closer, but eventually you’ll have like right now if you go to like

certain markets, you can click on a a pizza shop or a flower shop and like

tell the AI what you want to know and it will call it will deploy an agent with a

voice to call the pizza shop and ask them how much and how or how long will it take for a pizza delivery right now

or what do you charge for a large mushroom pizza or do you have any specials today? Eventually, the other end is going to get answered by an

agent, too. And you’re going to have two agents talking to each other. It’s not happening in your law firm yet, but it

will. And you need to be prepared for this by understanding what’s actually happening. I know it’s very complex.

The way that I think firms should be approaching this

is by thinking about who internally is going to be the knowledge owner on AI

because this is not going to slow down. Bless you. Whether it’s for using it for your firm, whether it’s your agencies

that are using it for marketing, or whether it’s your clients are using it, you need to think about how are we going

to be evolving as the macro economy is changing and adopting AI at rapid rapid

pace. We’ll skip that. We talked about a lot of that stuff. Um, I’m sure you guys

know that AI can read images. It can see videos. It can transcribe things, audio

in real time and understand what’s being said. I have not found an AI yet that can understand emotion, though Rob and I

were talking about that last week. Um, but eventually I’m sure it will. Um,

there’s the ability to ingest multimodal content, videos, copy, photos, charts,

um, and then there’s the ability to create. And you can now do both with AI. So, the most cited thing in AI right

now, at least on Google’s side, is YouTube. Everybody talked about Reddit a year ago. YouTube is by far the most

dominant citation within AI. 37% year-over-year growth in organic

click volume. Now, granted, YouTube is owned by Google, so they can they can push more traffic that way if they want,

but I think that what they’re doing is meeting user needs. As if you think about this, as AI has gotten more and

more capable at meeting user intent, people are leaning more and more towards

the opposite of that. They want to see video. They want to see they want to hear real things from real people. They

want proof. So the AI is thinking, all right, I don’t want to lose to video.

I’m just going to take video and I’m going to use those insights within my knowledge, and that’s what I’m going to

serve up as results. No one can replicate you. When we talk about information gain and the ability to

create unique content, if you get in front of a camera, don’t worry about quality.

Quantity is much more important. As long as you are picking up a camera and speaking to your target audience in the

way that they want to be spoken to and producing as much video content as you can, short form, 2 minutes and under, or

90 seconds and under, put it on YouTube shorts. Long form, put it on YouTube. Don’t worry about how you look. I’m

telling you, speed is so much more important. So much more important. We have clients like here, right? He did a

YouTube video, got 70,000 views in a in three days. There was like a nursing home explosion in Pennsylvania. He just

created a quick video about it. Boom. Just took off. Everybody was looking this thing up. It made national news.

Question. What’s your opinion on video watch pages? Uh, I mean, you need them for SEO. You

don’t have the ability to actually get the video to show in the results if you don’t have a video watch page.

I don’t know if everybody knows that. So, a video watch page is a page that

exists on your site where the main content is just the video, the YouTube video, and then you have

some supporting content underneath. But when someone gets to that page, the majority of what they see, if not the

entirety, is just the video. If if you look in Google Search Console or you talk to your marketing team, have them

look in Google Search Console, there’s a video tab. It will tell you which videos are indexed and which videos are not.

And it’ll tell you why. And it’s usually because you don’t have a video watch page. So, I know there’s a bunch of

different video hosting platforms. Wistia, um, there’s a handful of other ones. Use the free one. put it on

YouTube. Everything put it on YouTube. You’ll have the ability to show up within YouTube itself. You’ll have the

ability to show up within um those video carousels on Google search. You’ll have the ability to show up in the video tab

in Google search. You’ll show up in the AI overviews. You use the videos on your web pages to make your web pages

better. You could transcribe them and you could turn them into social clips. You just continue to repurpose that same

video. If you have if you take one thing away from from this conversation, produce as much video as you can as

often as you can. So yes, AI can transcribe the video, but I highly recommend that you transcribe the video

yourself and you actually put it on the page. I like to use collapsible elements so people don’t have to see the

transcript on the page if they don’t want to. They can just open the little accordion and see it. But again, going

back to that concept of like AI and humans are trying to use as little energy as possible.

Don’t force AI to transcribe your video. Give it the transcript. Let it consume it quicker. User generated content. So,

we’re talking about things like Reddit. We’re talking about non-owned YouTube, other people’s YouTubes, Tik Tok,

Facebook, Instagram, anywhere on the internet where people can talk about you, like post a comment, post a video,

post a photo. Um, that stuff does help because it is very difficult to game the

system. Very difficult. I know there are companies out there trying to pitch like, you know, we’ll inject your brand

into conversations on Reddit. It’s just another loophole that’s going to wind up getting filled. You have to think about

why would someone say something positive or negative about me on one of these platforms and how do I do better at

those things so that more people are going to go do that as opposed to trying to get people to fake it because

eventually the jig will be up and it won’t work. But that stuff is going to

enhance your fitness to show up for different relevant prompts and queries because you’ve got now real entities out

there that are connected to their profiles and their history of what they have have talked about. The more

relevant things that they’ve talked about relevant to you, the more impact that that will have. Closer in the 3D

model. Fame very important. can’t measure it, but highly recommend that if

you’re not doing some type of PR that you think about it. Doesn’t have to be hiring a PR agency. It could just be

making sure that anytime you have something that you deem newsworthy that you’re just getting it out to anyone who’s influential in your markets, that

third party validation again without a backlink is still extremely important. So, how do you think about fame, right?

What happens offline, you have to bring it online. Digital PR. A lot of people

talk about digital PR. We’re going to talk about what digital PR actually is. Tangible things that you can do. Datadriven surveys and studies. We

showed you guys that one already. Not only will that generate backlinks, it will get cited when you have writers who

are looking for statistics on driving while pregnant. They will find you as a source. They will reference you.

podcasting, whether that’s hosting your own podcast or being a guest on someone else’s podcast, that is putting yourself

outside of your own website and giving you the ability to talk about topics that you want to talk about. Mention the

entities that are relevant to you. Press releases and digital media coverage. It’s one one thing to be in a

newspaper. It’s another thing to be in the online version of that newspaper, not behind a payw wall. If it can get

crawled, it is being consumed. Guarantee you that. social media, both your own

social media as well as other people’s social medias. So that’s why we have influencer collaborations. This is

something I am tripling down on this year. Finding influencers in your market, leveraging their audience,

paying them to create a post with you, and then they post it to their audience,

you post it to your audience, and you push paid dollars behind it. you are now getting someone else talking about you

in the way that you want to be spoken about and then that also can be advertising. You push that out as an ad.

The bigger their audience, the more relevant their audience. Well, I shouldn’t say that. The bigger their audience, the more engaged their

audience, the more expensive those collaborations are going to cost. The way that I’ve been thinking about this

is setting up a calendar and testing one to two a week and figuring out what is

the angle that is resonating most. What are we getting the most engagement on? How are we getting more followers? Are

the paid ads that we’re running with these people actually working? You’re building a creative library. Even if the

organic collaborations don’t work that you could then cut up and use for social ads, you could then use them on your TV

commercials. You can use those anywhere on your website. Leverage someone else’s

fame for your own benefit. You got to pay them for it. Um, expert contributions. Every local media outlet

has someone that they go to anytime they need to talk about a case. Make sure that you work your way into that. Awards

and sponsorships. It should not be an afterthought. You should actually have a managed list of all the awards, all the

directories, all of the sponsorships that you guys have and manage those and make sure that you’re referenced

appropriately within them. Are you talked about as a personal injury lawyer or are you talked about as a car accident lawyer or are you talked about

as a stellar truck accident lawyer? These are external signals that are going to influence AI and search.

Community engagement, being active in the community, multiple benefits of this. I know I’m saying digital PR, but

community engagement is happening offline. You could then take some of these other things and bring that

online. If you have events, if you’re going to festivals, if you’re going to the set up a booth at the local farmers

market with a tent, get other people to tag you. Have them post social stuff.

Create some creative way for them to create a video and mention you. Have them do something for you while they’re

there. Every opportunity that you have to be in front of your potential clients, you want to leverage that and turn it into content. Even better if

it’s other people creating it and talking about you than it is you creating it and talking about yourself.

Thought leadership. We have a client right now that’s doing a local TEDex. That obviously gets him aligned with

like the market, being a thought leader. And then newsjacking, trending news

topics. Find things that people are searching about before the news cycle ends. Create a quick video about it.

Bless you. Of all the videos that I’ve done with Mark Laneir, the one video

that is his most popular is a video he did about the chess cheating scandal three years ago. Does anyone remember

this? Right. like some like grandmaster chess champion was cheating and Mark

Laneir is a big chess guy and he just did a reaction video to the news story and that was his biggest viewed video.

Okay, so um personalization

um we talked earlier about like me integrating my Gmail and my Google Drive and my calendar. Um, we are going to be

within the next one to two years at a point where everyone’s AI model is custom to them.

Everyone’s. So, your ability to to track what people

are searching for and and garner insights from that data, even if you were able to get it, which you can’t, is

going to be so slanted by those individuals schedules, by their preferences. I asked

a question to to my Gemini and it

responded with things that I had never told it but made sure it took I took those things into account. I never told

it that I have two children but it knew that I had two children and it knew

their ages because I was asking about things to do when we were traveling somewhere and it said, “Oh, since you have two sons, you should consider a

family-friendly thing like this.” Everything that is going through AI is

not an individual instance. Everything that you type into your model, unless

you’re doing like the little incognito, is training your own model to respond to

you in certain ways. That’s why that whole trend uh about a month ago went

viral of people asking AI, make a caricature of what you know about me at

my job. A lot of those things people didn’t actually tell it. I did it for me. It

hallucinated. It added my current dog and it added my dog who’s been dead for

five years. Didn’t know, but

it thinks it does. And that’s the scary part. Um, so this whole concept of of

personalization, it’s not just AI. Search results are now because they are kind of hybrid AIish are also

personalized. So I produce a ton of video content. I probably release a short a day and at least one long form

video a week, sometimes two. And I have tested all types of different formats.

The one on the left, the one on the left, um, purposefully I

did, I wore a black t-shirt. I just had like a plain wall in the background and

other than the text on screen, nothing fancy about it. The other one on the right almost looked like a different

person. Like I slept that night. You’ve got like cool stuff in the background. We had lights, right? One on the left

got a thousand over a,000 views. The one on the right got less than 50 views. I have ones that have gotten 2,000

views. I have ones that have gotten 10 views. This uh I’m just going off of YouTube. Okay, this is just to reinforce to you all

that polish looks nice. It’s it’s great. You want to come off as a very polished

individual, but it is okay for you to be better off

meeting what the user wants at that time and your message being on point than it

being super polished. The way to think about this, keep doing stuff differently. Come up

with 10 different videos that you want to create, long form and short form. See what their results are. Then find like

pick the top three, do those again and make seven new things. Test another 10.

Pick the top three, do it again, keep doing it again, keep keep doing it again. The things that wind up sticking and continuously working, lean into

those, do more of those things. It may be the really polished videos, it may be the really rough videos, shorts, in

addition to writing copy, like quick video shorts addressing problems and giving a solution also work, also train

the AI, also are good for use on your website. Um, make sure that you actually

have a presence on all of these platforms that are being referenced. Reddit, Instagram, obviously YouTube.

Um, how do you build a presence on Reddit?

So, when I say that, I’m not saying build your own presence on Reddit. I’m

saying you need to have a presence of people talking about you on Reddit. So,

you got to find the things people are talking about in your market where they’re referencing firms that are not

obvious spam and figure out how you get in those conversations. It’s unique. Every situation is going to be

completely unique. It may it may be the managing partner actually using his

personal Reddit account and saying, “Hey, I’m Adam Smallow, right? I actually know about this.” If you’re

transparent and you’re not like trying to make it look like you’re you’re not

trying to get business and you just tell people like I know the answer to your question. Here’s who I am and why you should listen to me. That’s one way to

do it. But I mean each situation is unique. You just have to see what people are posting about and what’s relevant to to them. And then you have to meet that

need. You need to position your brand as this as the solution. And then video

acts as as the proof when you’re looking at the assets that you’re creating. I encourage you to make sure that the next

time you do a video shoot that you bring your clients in and do testimonials instead of just asking them to give you

a testimonial. You give them something very specific to talk about. What are the things that have the the most

importance to you based on your current visibility? What are the negatives that people are talking about you and your

firm? And ask them during their testimonial to specifically say the opposite.

And then post it on YouTube and then post it on your website. Monitor for hallucinations around your brand. I

don’t really know how to do that other than continuously prompt things and make sure that people know that they can let

you know that things are happening and then find those things and figure out ways to combat them. But you need to

know um especially with the uh phone number issue with the bank. I’m sure people will try and target it for law

firms from an ethical standpoint. U there are laws actually being enacted regarding use of AI. uh New York City

bar formal opinion says that you must get client consent before using AI tools

to record calls for those of you who are in New York City. Um

this is going to be more and more present. So a number of people that I

spoke to who are actively involved with using AI have talked about this specifically. The one that I want to

point to the most is uh Jerry Joe. He’s the CEO of Supio. Supo is like a big AI

company. They have a variety of different tools within their platform that personal injury firms use. He said

something very interesting. He said most people do not realize that the things that they put in AI are going to live

within that AI in perpetuity. You can’t get it back. You can’t really purge it.

So the things that you are uploading, you need to make sure that the people at your firm actually have policies around

what they can and can’t do. More importantly, a safeguard here, obviously he’s pitching Supio, but

Supio, Eve, Evenup, all of those platforms

use their own proprietary AI models. So it is their they are housing the data.

They’re not training the general models. That’s one advantage of using these kind of enterprisegrade tools. But

until they get hacked um potentially, yes. Um but I mean your

options are use it and go with the one that’s most secure or I mean just don’t

upload stuff into chat GPT. As assume that it’s going to go out there into the ether at some point. So another rule,

the duty of competence. Um, at the end of the day, the lawyers are responsible for the technical features of the AI

tools they use. That is why I went so much in depth today, so you guys can at least get a glimpse to start to

understand what’s going on behind the scenes. Because ultimately, if you’re using AI at your firm, if you’re following some of the things that you

learned either here or in the previous session or in other sessions that you’ve you’ve heard over these past couple of

days, you’re going to be using AI more than you’re using it now. you are responsible for what happens. If it

hallucinates, if it sends a text message to your client because you’ve hooked up some text message automation and that

messaging is not what you want it to be, ultimately the bar is not going to care that it

happened through AI. They’re going to care that it happened and that your firm was on it. Client consent and serotip

seratipotus recording. Um,

you need to be very careful about this. you have to make sure that you are disclaiming if you’re recording and

transcribing calls through AI. Um, even in one party states, it could

potentially become an issue because the data is being stored. It’s being processed in a way that someone didn’t necessarily give content consent to. You

also have um specific laws around like biometric data that are now coming out in various states. This concept of voice

prints, people’s voice is biometric data. It is not necessarily just laws around AI. These are laws around the use

of this type of data. Think about truly vetting the AI companies that you may be

getting into bed with or the models that that and tools that you’re approving your company, your firm to work with.

This part is the most important. Do they have a zero training guarantee?

Are they promising you on paper that they are not training their models on your data? The duty of cander RPC 3.3.

Um, if an AI hallucinates a settlement you never won because it doesn’t have enough information to give back based on

the prompt, you’re the one facing the bar, not the software. Um, you need to make sure that if you are producing any

content through AI, especially at scale, that you understand what’s going in that content. Whether a human wrote it or an

AI wrote it, it’s still the same level of responsibility. Um, and then you’ve got 5.1 and 5.3 require you to supervise

everyone, including AI tools and agents. So, you have to have clear policies,

train your staff on the ethical use of AI and protecting data. I’m probably like teeing up this cyber security talk

this afternoon and why this is important. Um, but it really is. I mean, at our agency, you are not allowed to

use an AI tool unless it’s on our white list. We have a specific set of tools that we have vetted that we are allowing

our team to use and you’re never allowed to put client data in ever. Right? Even

something as simple as that. If you don’t have the time to put together robust policies, you don’t want to pull

your IT team off or um your general counsel off of other things to produce something like this. Give at least guard

rails. PI lawyers have in from a survey

from a Finnipe in my case have adopted AI about 37% so a little more than a

third of personal injury lawyers have adopted the use of AI within their day-to-day. However, only 20% of firms

admitted that they actually have a policy around AI use. AI doesn’t just exist in a model. It is everywhere.

OpenAI released a browser called Atlas. I had a bunch of our like tech hungry team want to know can we use it the data

came out and I said absolutely not do not please no you cannot we don’t know

what it’s going to do we don’t know what it’s going to grab from your computer you have to be super careful about these things the next shiny object is not

necessarily something you should just give unfettered access to your systems and your data so this is the social

engineering and memory poisoning is that concept of like getting a phone number to show up uh for the bank that’s not

the actual phone number. Um, this can poison AI responses and it can directly

affect your firm. It can affect your clients. You just need to be aware of stuff like this that it is possible. Um,

it’s not just potential. It’s out there and it’s happening. Um,

one of the other reasons I don’t use AI browsers, um, in a a test only 7% of security attacks were blocked.

Um, that’s just a summary of that. Um, okay.

So, um, moving from AI tasks to AI tools. You guys have probably dreamt up

a whole bunch of different things that you want to do with AI over the course of today. Um, I’m going to give you

specific ways we’re using it and specific things that you could potentially do within your firm that will help grow your firm or make it more

efficient. Um, one of the best things you can do is take your intake

transcripts, run those through AI. Super helpful. You can understand are your agents actually

doing what you think they they what you think they’re doing. Uh, you can grade your cases.

You can see if calls are new or are follow-ups and start splitting all that

out without relying on human error. Um, you could find keywords that people are

mentioning during those phone calls. Um, the data is already there and now you have tools. This is the right way to use

AI to do things that would take humans extensive amounts of time to parse through. You have all this information.

So, I built it and you can too. I showed this to Rob last week. Um,

my team wanted this for LSAs. LSAs specifically, when a call comes into a

firm, we many times rely on the firm to put it in their case management system for us

to tell what happened on that call. What if it was an existing client? What if it was a junk call? What if it was

something that someone put under the wrong source? You’re relying on human error. So the solve to this was to

create a system with no code that could take the transcript of every call and tell us

what happened. So these are individual calls and I’ve sanitized this, right? Um

it’s able to identify the type of call premises liability, personal injury, premises liability, medical malpractice,

motor vehicle accident. Um, this one is NA call type, new intake, new intake,

follow-up, new intake, new intake. It grades the case based on defined

criteria that we fed it. It scores the call and the agent and it

tells us if the call was signed, if the case was signed on the call, all from the transcript. Open up an individual

call and you get actual tangible data. The

agent was graded a C. The call score not available for this one because of some

of the metrics. Case quality grade the agent were actually the quality of the case. So this one is the agent and this one is

the case quality. Um you’ve got a summary here of what it thinks about what happened on the case

if you just need to review it very quickly. And then

my work Um,

for this client, for them, it’s important that the agent asks very specific things, right? Standard

greeting. Um, it says, “Was it hit or missed? This was missed.” Um, we will do all we can

to help. That’s something that they have to say on every call that was said. Um,

source tracking. So, in addition to to knowing the data driven source of this call, we know it came from an LSA. ask

how did you hear about our law firm? Obviously, you know, many times that this the datadriven source isn’t going

to match what someone tells you. Gives you more data, right? And then you’ve got um the questionnaire audit. So, this

is based on the client’s actual intake script. Now, all of this was built without write writing a single line of

code. All done with AI agents and um an AI

software tool. Um, I just gave it to Rob and we’re just

giving it to our clients to just put into their firm because we see that this could be really helpful internally.

We’re using this to help understand what’s happening on LSA calls because we don’t get the data back from the firm.

We even built in a system where it sends an email if that intake was not handled

correctly or it’s a high value intake and we want to let the firm owner know, hey, we had this really important case

come through. I’m not saying that this is something that you necessarily need to emulate. What I’m saying is that the ability to

do stuff like this used to take months, maybe a year. We built this with

off-the-shelf tools and a connection to Call Rail, and it costs roughly a hundred bucks a month to process the

transcripts, to run the AI models, to pay for the software. If you can dream it, you can build it. Now, the front end

was built through just an AI vibe coding tool. go back in and read the call in the

Google dashboard. Can it read the call in the Google dashboard?

Can it? No. No. This is it’s all self-contained just to understand what happened on the call.

Like an intake manager can just go through and just hey, this is what’s important to me. Everything that gets

run through this, I want you to give me this assessment. and every call they’re just looking at it and they’re helping coach their agents become better and

helping understand how their case docket is shifting based on the marketing they’re running. So many cool things

that you can do. So how is AI getting the phone call itself?

Um so call rail has a recording you can

pull those call rail recordings directly through their API without code.

Um, and then we’re taking the recordings and using Open AI’s whisper a whisper

API, which transcribes the post. Yep. Then once you have the text, then you

just tell it what you wanted to do with it. Okay. All right. We talked about that.

Um, we talked about creating um creating videos at high speed, getting more out,

quantity better than quality. Um, and it’s kind of weird saying that, but yes, quantity in this case is better than

quality. Speed is your competitive advantage. Not just in AI. I’m telling you that the

pace at which things are moving in our industry is so rapid. The faster you can

move and don’t let perfect be the enemy of done. Am I saying that right?

um is extremely important because someone else will just be good and they’ll surpass you and whatever

opportunity that was there is now gone because things are moving so so quickly. So as

long as you have the preemptive guard rails in place to make sure that you’re not doing things that are unethical or

going to put the firm at risk, you need to think about removing some of the handcuffs and giving a little bit more

leash to your teams. whether it’s your operational team, whether it’s your marketing team to do some of the things

that we’ve been talking about today. Don’t yourself get so focused on how you

look on camera. Just produce the video. You’re focusing on something that someone else is never really going to

focus on. Speed is your primary advantage this year as people are still

adopting and like trying to figure out how they should do things. And it’s free. Speed costs nothing. the faster

you can move and make a decision, the faster you’re going to get results or you’re going to figure out that this didn’t work and then you can pivot. Uh,

but always keep humans in the loop. It’s really, really important that humans are a part of AI. We talked about the Jack

Dorsey stuff. Sorry, that just hit me really hard when I found out that he did that. um and then blamed it on AI is

such like a a tech guy um to go and just say AI is the reason why I’m laying

people off when in fact his company should be exponentially better, faster,

more efficient, producing higher quality work with the use of AI instead of laying people off.

Um vibe coding your own tools. There’s a ton of different cool things that you can do. Um I’m going to show you a

couple examples of these really quickly. Um, so this is not something that’s live

yet. This is for a estate planning firm that we work with. They

historically have just been referral-based like most estate planning firms are. They said we want something

that people can use to understand what they actually need us for. Estate planning is so broad. We need to kind of

boil it down to like what is the suite of services that this person actually needs from our firm. So, we created this

multi-step flow and it’s asking you questions and

giving you context from the attorneys along the way. So, you get to the end and then it tells you, okay, you’re you

need X, Y, and Z. Do you have minor children? Do you have a clear path for

guardianship? Do you own a house? Is it titled in your personal name? I

have a checking account. I just want to show you the output.

Uh, no. No. What platform did you build this in?

Base 44.

AI is working. Boom. You have no trust. You have no

estate. You have no will. Great. Now we just prove to you that you need us.

Right. And then here, create your trust and leads you to a contact form, book a reservation or book an appointment. Um,

that is a that was a concept that was unique to them. Another thing that comes up a lot, cost of probate,

we built a calculator, right? As long as your underlying logic works and you you

test this stuff, you can do whatever you want. I’m not saying that you as the

leaders of the firm can have to sit down and actually do this stuff. I’m trying to show you so you guys can understand

what is possible so that if you work with people who actually understand how to implement these things, it can be

done. There’s very little that can’t be done nowadays. Okay. Another thing that I’ve done,

um I showed you the local legal playbook builder. Um I created a knowledge base

through um Google’s tool called Notebook LM. So Notebook LM is free for personal

use and it allows you to upload website links, YouTube videos, files, documents,

um images, and that is the only thing that that will reference. So you can ask

it questions about those things. So, I created a knowledge base of all the videos of all of our podcasts, and

that’s what I used when I pulled in the quotes that you’re seeing throughout this presentation. Tracking AI

visibility is a uh it it is expensive today and I do not trust it. I’ve tested

it and it does not work. People will tell you otherwise, but you can’t look at like your share of voice within some

sort of prompt tracking tool as anything meaningful. It just doesn’t work. You just have to kind of continuously prompt

and see what’s happening. There’s many reasons why. Um the difference between being mentioned,

being the sole mention, and then getting a link with your mention, all very different things. Um a slight tweak in

the prompt, a little bit of personalization obviously changes the results. Um, something really cool that

was launched, if you were trying to understand like the brand visibility and searches that are happening around your

brand, just last month, Google Search Console released the ability for you to

filter with AI all of your queries and pages that people are are seeing in

Google. So, you can say, “Only show me all my branded queries. Make sure you include all attorney names um and all

spelling variations of my firm name and only show me those queries or pages that

showed up for those queries and it’ll do it. So now you can actually get real data about how your brand is performing

or how people are searching for your brand in search. The cost of doing nothing

is extremely expensive. The cost of actually moving and testing this stuff is actually really minimal. The biggest

investment is a little bit of your time to develop the strategy and a little bit

of your time to align yourself with someone internally or some partner who can actually do this stuff for you. We

are going to be dealing with much more advanced models as we get towards 2027, Gemini 35, ChatGpt 6. They are going to

become more and more advanced and more and more humanlike. I fully expect that there’ll be autonomous lead nurturing

happening at some point. Um, I’m sure someone’s already created some variation of this, but the ability to like

actually get a hold of all people that fill out a form and not having your intake reps just continue to pound the

phone and text people to get them to answer. Um, hopefully will go away soon.

Something to be aware of are what are called rappers, AI rappers, um where

you’re you’ve got a tool that can be phased out because the models are getting more uh technologically adept.

So a great example of this is the ability to like give a YouTube video to Gemini and say, “Give me the transcript.” You used to have to pay

like there was a company called Rev. Probably still exists. like you would upload it to Rev and then like a human

would watch the video and would type the transcript out. Then they had an AI version of Rev that was just a fraction

of the cost but had some errors in it. There’s no reason for that. That is a wrapper around an AI model. Be very

careful about signing contracts for things that are effectively just wrappers around technology that is going

to wind up becoming common use. So there are real world implications of

the advancement of AI. Um chat GPT40 was rushed to market with I think it was 6

days of testing and QA before it went live because Gemini released their more

advanced model and Sam Alman said I’m [ __ ]

I got to get my model out and push the engineers and push QA. And the end result was chatgbt40 which told kids and

adults to kill themselves. If not managed correctly, it’s not just

a misrepresentation of your law firm. There are real world human implications of the things that are coming out of

these machines and you need to be very very careful about what you use them for and what you don’t use them for. They’re

incredibly powerful. reality now is that if you come across a case of someone who

has a child who committed suicide or a spouse who committed suicide because they used AI, these are real cases.

These are getting consolidated in federal court right now and are going to

be a big mess toward into next year because Sam Alman decided he wanted to

rush his product to market without proper testing. We’re not on chat GPT4 anymore. or on chat GPT5 and we had

moved on from chat GPT40 very quickly once they realized how shitty that model was and how terrible it was at handling

prompting related to mental health. For those of you that don’t know, OpenAI and Microsoft have a very tight partnership.

Microsoft uh effectively controls the direction of OpenAI. Open AAI chat GPT

uses Bing direct integration into Bing in the same way Gemini has access to Google’s index. So,

what we found out a couple weeks ago is that when Bing Web

Master Tools, which is Bing’s version of Google Search Console, came out with what they call their AI performance

report, no one really thought about this, but I immediately saw the

connection. People don’t actually use Bing AI Copilot at the levels that are showing

up in these reports. This is chat GPT. You actually have real chat GPT

prompting data available to you right now through Bing web master tools. It’s the best piece of data and insights we

have into what’s happening in AI. If you haven’t set this up yet, it is free. It

gives you um the grounding queries. So, think of this as the not the prompts,

but these are the query fanouts. These are the searches that are getting done on Bing when someone prompts. So, we

have real data about how often certain things are getting agentically searched

by chat GPT on Bing to pull into the results to synthesize to show you. We

didn’t talk about paid today. Um, but before we wrap up, I just want to make sure everyone is is aware that a lot of

the things that are happening now are profit driven. We don’t talk about it, but OpenAI is they abandoned their

nonprofit direction. They’re a for-profit company. Google is responsible to shareholders. Open AAI

says that they have ads that are coming in chat GPT and will be generally available this year. And

this is all about getting more ad dollars or subscription revenue, but I think it’s going to wind up becoming more towards ad dollars. And you need to

have a page strategy that is evolving beyond LSAs and Google Google search ads

and Facebook ads. May not know what it is today, but you need to think bigger. You need to understand what’s happening

within the ecosystem that your clients are in. As I talk to you about all this stuff, I do also want to want to stress

this is all my interpretation of everything I have read and continue to read every day. And

uh no one has the answers. Do not let anyone tell you that this is definitively how things work because

even the engineers don’t know how this stuff works. We have guidance through

documentation and we have results from testing and that informs the things that we’re able to talk about and implement

and these things could change at any point in time because a lot of the things that are happening with AI are

done through AI are done through machine learning and even the engineers don’t always know they put some guardrails

around it but just be very careful about taking that things that people tell you at face value until you prove it yourself run a lot of experiments

yourself within your firm um Three big takeaways. Proprietary data is extremely important, right? That goes beyond your

case results, your testimonials, the results of your firm. Um the big wins, but create your own data. Create your

own videos. Create create create as much as you can own the conversation, the

better. Um get on video. Very very important. Again, biggest takeaways.

Make sure you’re producing as much video content as you can. And then think about being everywhere because it’s not just

about where eyeballs are. It’s about where the machines are. It’s about how they’re consuming all the different things around the internet. Um, fame

over rankings and um, make sure you implement a fer a firmwide AI policy.

Um, the firms that are building with AI today are going to survive 2027 and the ones that don’t are going to be stomped

by the ones that are or the private equity money that is coming into the market. So, thank you. That was exactly

two hours. Um, I will circulate all of this. Thank you very much. Um, I am I am

happy to talk to any of you about this stuff one-on-one during the break. I think there is a break now, right Rob?

Yes. Now you have lunch. Lunch one hour and then 2:15 cyber security.

Yeah. Thank you everybody. Really appreciate it.