Are People Turning to AI Instead of Google to Research Legal Issues and Find Attorneys?

Search behavior is changing fast and for the first time in over a decade, Google’s dominance is showing signs of decline. One reason may be that more people are turning to AI-powered tools like ChatGPT, Perplexity, and other conversational assistants to research their legal issues and explore attorney options. For law firms, understanding this shift is key to staying visible where today’s clients are actually looking for help.

How AI Apps Work

When someone types a question into an AI app, say, “How do I file for divorce in Massachusetts?”, the system doesn’t just pull a list of links like a traditional search engine. Instead, it uses a large language model (LLM) trained on vast amounts of web data, articles, and sometimes proprietary databases. The model identifies relevant information, synthesizes it, and generates a clear, conversational response.

Some AI platforms also use real-time web browsing or integrations with other data sources to ensure the information is current. Others rely on their own training datasets, which can make responses less precise or out of date. While the best AI systems aim for accuracy, they can still produce incorrect or oversimplified answers, a reminder that AI is a guide, not a lawyer.

Why More People Are Using AI Instead of Search

People are drawn to AI tools because they deliver direct, human-like answers rather than a long list of websites to sift through. Instead of reading five different articles, users can ask one question and get a concise summary that feels personal and relevant.

It’s easy to see why this resonates with someone facing a stressful legal issue like a custody dispute or criminal charge, who wants clarity quickly. AI’s conversational tone feels approachable, and the responses are often more tailored than a standard Google query.

This behavioral shift may also help explain why Google’s search market share recently dipped below 90% for the first time in a decade. As AI tools become more accurate and integrated into mobile devices and browsers, they’re competing directly with traditional search for users’ attention.

Where the Information Comes From and Whether It’s Reliable

The reliability of AI-generated answers depends on how and where the model gathers its data:

  • General-purpose tools like ChatGPT rely on public web data and user prompts.
  • Search-integrated tools like Perplexity AI and Bing Copilot scan live websites to provide cited, source-linked responses.
  • Legal-specific platforms such as Harvey AI, LawDroid, and Lexis+ AI use curated legal databases and case law to produce more accurate, industry-specific information.

Each system interprets and filters data differently. That’s both the strength and the risk: users get a customized summary, but they rarely know whether the underlying sources are authoritative or current.

The Implications for Law Firms

For law firms, this changing behavior means visibility is no longer defined solely by Google rankings. The first impression of your firm may now come through a summary generated by an AI system that draws from your online presence, reviews, or published content. If your information is inconsistent, incomplete, or poorly structured, AI systems are less likely to identify your firm as a credible source.

To adapt, law firms should:

  • Publish question-based content. Create pages and blog posts that directly answer the types of legal questions people ask conversationally.
  • Use structured data (schema markup). Schema helps AI systems and search engines interpret your firm’s information correctly, from location and services to reviews.
  • Maintain consistent business data. Ensure your firm’s name, address, phone number, and website URL are uniform across directories and platforms.
  • Establish topical authority. The more consistently you write about specific practice areas like estate planning, family law, or criminal defense, the more likely AI systems are to associate your firm with those topics.
  • Track emerging AI search platforms. Monitor how your practice areas appear in AI-driven results and adjust your content strategy accordingly.

Looking Ahead

AI tools are reshaping how people discover information and that includes how they find lawyers. While traditional search remains important, these new assistants represent the next phase of online discovery. Clients aren’t just searching; they’re asking, and AI is answering.

Law firms that adapt early by improving their content, tightening their data accuracy, and establishing trust signals will gain an advantage in this AI-driven search environment. As this landscape continues to evolve, one truth remains constant: visibility follows credibility. In the age of AI, that means being discoverable not just by search engines, but by the intelligent systems that now guide them.