In a recent episode of LawNext, host Bob Ambrogi converses with Amy Juers, CEO of Edge Marketing, and Valerie Chan, CEO of Plat4orm, about the evolving landscape of legal tech marketing in the era of artificial intelligence (AI). Historically, legal tech vendors focused on achieving high rankings on Google’s search results to capture the attention of potential clients. However, with the advent of AI-powered search engines like ChatGPT, Claude, and Gemini, the criteria have shifted significantly.
Juers and Chan highlight how the focus is moving away from traditional search engine optimization towards establishing authoritative credibility in the digital universe, primarily through earned media and third-party endorsements. The duo has embarked on a strategic partnership to help companies navigate this complex transformation. Their joint initiative, dubbed the Trusted Answer Growth System, aims to realign how companies present themselves as potential vendors in an AI-driven market.
The discussion delves into the specifics of how generative AI is altering buyer interactions and the mistakes companies need to avoid in this new technological paradigm. Key to this transformation is an understanding of new marketing terminologies emerging with AI, such as from GEO (Geographic Search Engine Optimization) to AEO (Answer Engine Optimization).
Moreover, the dialogue reveals why Juers and Chan, once business rivals, find more value in collaboration. Their insights offer practical guidance on engaging with AI tools to ensure that the messaging around their brand is both accurate and properly received by AI systems.
For further details, you can visit the LawNext website to listen to the full episode.