Amy Juers and Valerie Chan on Marketing Legal Tech in the Age of AI Search

Once upon a time, a legal tech vendor's goal in getting seen by potential customers was to rank on the first page of Google search. But in the age of AI, that is no longer enough. Now, when a potential buyer asks ChatGPT, Claude or Gemini to recommend a vendor, what matters is whether the company shows up in the answer the AI generates. And that, increasingly, depends on who is quoting you, citing you, and treating you as the authority in your category.   On this episode of LawNext, host Bob Ambrogi talks with two legal marketing and communications leaders who are seeking to help their clients get ahead of that shift. Amy Juers is CEO of Edge Marketing, a firm she founded in 1997 that serves clients across legal technology and accounting. Valerie Chan is CEO of Plat4orm, a strategic communications firm working across legal, cybersecurity, AI, and other regulated industries.   Last week, these longtime competitors announced a strategic partnership and a new framework they call the Trusted Answer Growth System, designed to help companies adapt to how buyers research and shortlist vendors in AI-driven search.   In the conversation, Amy and Val discuss how generative AI is reshaping the buyer's journey, why earned media and third-party credibility carry more weight than ever, the new vocabulary marketers are wrestling with — from GEO to AEO — and what companies can do when AI tools get their story wrong. They also explain why, after years of competing, they concluded they were better off working together.   Thank You To Our Sponsors This episode of LawNext is generously made possible by our sponsors. We appreciate their support and hope you will check them out.   Paradigm, home to the practice management platforms PracticePanther, Bill4Time, MerusCase and LollyLaw; the e-payments platform Headnote; and the legal accounting software TrustBooks. Briefpoint, eliminating routine discovery response and request drafting tasks so you can focus on drafting what matters (or just make it home for dinner). CosmoLex, helping law firms manage their entire practice in one platform, from intake to payment. Try it free.   If you enjoy listening to LawNext, please leave us a review wherever you listen to podcasts.