Law Firms Are Quietly Losing the AI Reputation Game and Their Bios Are a Major Reason Why

As Google’s AI Overviews and LLM search reshape discovery, attorney bios are no longer static résumés they’re structured reputation assets.

For years, law firm bios sat quietly on websites necessary, often ignored, rarely strategic. But in 2026, the humble bio is becoming one of the most influential pieces of reputation infrastructure a law firm controls.

The reason is simple: audiences increasingly rely on AI-generated answers, not manual research. Google’s AI Overviews, ChatGPT, Gemini, Perplexity, and other large-language-model tools are rapidly changing how clients, journalists, and lateral candidates form impressions about firms and lawyers. In a world of “zero-click” decision-making, reputation is being summarized not discovered.

That shift has elevated attorney and executive bios from administrative pages to AI-ingested reputation documents. Bios are among the most structured, consistently formatted, and frequently crawled assets on a firm’s site and increasingly, they are treated by AI systems as authoritative sources for categorizing attorneys, ranking expertise, and recommending who is best suited for a matter.

In practical terms: if your firm is trying to grow in AI governance, cyber incident response, private equity transactions, healthcare litigation, or cross-border disputes, your bios must clearly and repeatedly reinforce those target markets. Otherwise, your reputation risks being defined by scattered signals or by competitors with more precise positioning.

The biggest mistake most firms make is writing bios backward. Instead of leading with market clarity who the lawyer serves, what the lawyer is known for, and why that work matters bios often begin with credentials, committee lists, and broad statements like “represents clients in a wide range of matters.”

That may have been sufficient when readers clicked, compared, and made conclusions over time. But AI does not reward modesty or complexity. It rewards clarity, repetition, and patterns. If AI tools can’t confidently categorize a lawyer, they group them with generalists. And in today’s market, generalists are not the ones being surfaced specialists are.

The consequence is a quiet credibility gap: PR efforts position a lawyer as a category leader, while the bio reads like a generic résumé. That disconnect erodes authority in moments that matter most: client due diligence, lateral hiring, reporter background checks, and AI-generated summaries that may be the first (and only) thing a decision-maker consumes.

Bios must now be engineered with intention. They should mirror the market the firm wants — not simply the work it has done. A bio should function as a positioning tool designed to shape what AI and the public say about the lawyer.

Below is a practical, checklist-style framework firms can use to modernize and strengthen bios for AI search, authority signals, and reputation clarity.

Bio Optimization Framework for AI Search (Checklist)  1) Lead with identity clarity (the “AI headline”) Example: Jane Doe is a cybersecurity incident response partner who advises Fortune 500 companies on ransomware, regulatory investigations, and crisis governance following enterprise-level breaches. 2) Make the expertise “crawlable” (repeatable category signals) Example: she regularly advises boards and general counsel on AI governance, AI risk controls, and emerging AI regulation, including compliance planning for the EU AI Act. 3) Replace résumé language with market positioning Example: Advises private equity sponsors and founder-led companies on control transactions, including platform acquisitions, add-ons, rollovers, and strategic carve-outs. 4) Include “use cases,” not practice labels Example: He is often brought in when litigation risk overlaps with reputational exposure — including executive misconduct disputes, whistleblower allegations, and regulatory enforcement actions. 5) Engineer authority signals (not just awards) Example: A frequent speaker on AI governance and cyber risk oversight, she advises boards and executive teams on crisis decision-making, regulatory exposure, and incident-related disclosure strategy. 6) Add structured “proof points” (case types, sectors, counterparties) Example: Recent matters include advising a global manufacturer on a ransomware event, representing a healthcare provider in multi-state privacy litigation, and supporting a PE sponsor through a crisis-driven acquisition. 7) Stop the “laundry lists” (and keep what machines can use) Example: She serves on the firm’s AI Strategy Committee and advises clients on AI policy development, governance frameworks, and AI-related regulatory risk. 8) Write for both humans and machines:  Use short paragraphs, structured headings (Focus Areas, Representative Experience, Thought Leadership) and consistent phrasing that an AI model can summarize cleanly. 9) Align bios with the firm’s strategic narrative Example: If PR is pitching AI governance counsel, the bio must explicitly reflect that language: Advises boards and executive teams on AI governance, cyber incident response, and crisis-sensitive regulatory exposure.

 

Firms in the AI reputation economy will be ones with the clearest authority signals. And increasingly, the bio is where those signals begin.

Thank you 2025

 

Thank You, 2025

As this year comes to a close, I find myself deeply grateful.

Professionally, 2025 was a year of meaningful work, trusted partnerships, and growth that felt both energizing and grounded. To my clients: thank you for your confidence, collaboration, and ambition. It’s a privilege to do work that challenges me and to build alongside people who care deeply about what they do.

Beyond work, 2025 was also a wonderful year of travel, time spent discovering new places, returning to favorites, and gaining the kind of perspective only movement and curiosity can bring. Those experiences reminded me how important it is to pause, look outward, and stay inspired.

Most personally, I’m grateful for my family and friends, whose support makes everything else possible. And to my daughter, as you navigate your next steps: I wish you clarity, confidence, and a vision that feels entirely your own. Watching you chart your path is one of my greatest joys.

Thank you, 2025, for the lessons, the momentum, and the memories. I’m stepping into 2026 with optimism, purpose, and a full heart.

Here’s to what’s ahead.

Managing reputation in the age of synthetic content

Attorney Analysis from Westlaw Today, a part of Thomson Reuters. By ELizabeth Lampert

AI (Artificial Intelligence) letters are placed on computer motherboard in this illustration taken, June 23, 2023. REUTERS/Dado Ruvic/Illustration Purchase Licensing Rights, opens new tab

July 18, 2025 - The introduction and increased usage of generative artificial intelligence (AI) have been influential throughout the legal industry, offering unprecedented opportunities for efficiency while introducing significant risks to law firm brands.

Tools such as ChatGPT, Grok, Gemini, and proprietary large language models (LLMs) can pop out client memos, legal alerts, and thought leadership articles at record speed. However, as law firms embrace these technologies, they face an urgent imperative: using the power of generative AI in a way that does not compromise the integrity of their brand.

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The promise and peril of AI-generated content

Generative AI offers law firms a range of amazing efficiencies such as the ability to produce first drafts of documents, analyze vast amounts of data, and generate commentary on case law in minutes. These functions save time and are extremely valuable, particularly in fast-moving regulatory and litigation environments.

As an example, AI tools can quickly draft breaking news client alerts on recently introduced legislation and summarize complex case law. This can free up an attorney's time for more strategic work as well as enhance a firm's responsiveness, positioning it as a leader in a competitive market. Yet, speed could come at a cost. AI lacks an inherent understanding of legal nuance and most importantly, ethical obligations, or jurisdictional differences that a human understands. It can operate without accountability, increasing the risk of producing inaccurate, overly generalized, or fabricated content.A notable example is a syndicated article published in the Chicago Sun-Times and Philadelphia Inquirer in summer 2025, which included a reading list featuring nonexistent books in the summer 2025 reading list article. As reported in The Washington Post, ("Major newspapers ran a summer reading list. AI made up book titles." May 20, 2025) the author admitted to using AI tools without human editing, leading to factual errors and reputational damage for both the media outlets and the author.

For law firms, similar missteps could erode client trust and tarnish a brand built over decades. The Wall Street Journal certainly could have been thinking of brand awareness when they issued their own recommendations of 14 books to read.

Key risks to law firm brands

The adoption of generative AI introduces several risks that can undermine a law firm's reputation:

(1) Accuracy and misinformation: AI-generated content is prone to "hallucinations," which are confidently stated but factually incorrect information. In the legal context, publishing flawed analyses, outdated citations, or incorrect interpretations of case law could have disastrous consequences, particularly if the firm's name is attached.

(2) Plagiarism and intellectual property infringement: Many AI models are trained on datasets scraped from the internet. This raises the risk that outputs may inadvertently replicate existing work without proper attribution, which could expose firms to copyright infringement claims or ethical violations, both of which carry significant reputational and legal consequences.

(3) Dilution of expertise and thought leadership: Overreliance on AI for client alerts, bylined articles, or white papers risks diluting a firm's unique voice and eroding its authority. We see too many headlines using the word navigating, do we not? Clients hire lawyers for their cultivated expertise, unique insight, and judgment, not for generic, machine-generated summaries that lack depth or context.

(4) Reputational fallout from internal use: Even internally circulated AI-generated content, such as draft memos or research notes, can create liabilities if leaked or misused. A poorly written or inaccurate draft that reaches the public eye, whether through a data breach or accidental disclosure, can damage a firm's credibility.

From a public relations perspective, generative AI requires a new framework for content governance. Law firms must move beyond enthusiasm for efficiency and embrace disciplined oversight.

Here are five essential steps:

•Establish a human touch policy: All AI-generated legal content should be reviewed and ideally co-authored by a licensed attorney. Firms must make it clear that no AI-generated output goes client-facing without human verification.

•Implement AI disclosures and transparency protocols: Whether, in client alerts or public-facing articles, firms should consider disclosing when AI has been used in content creation. This transparency not only builds trust but protects against future claims of misrepresentation or malpractice.

•Train attorneys and comms teams in AI literacy: Educate your lawyers, marketers, and PR professionals on the wonders, capabilities, and also the limitations of generative AI. Understanding how these tools work and where they can fail is critical to mitigating brand risk.

•Audit for originality and attribution: Use plagiarism detection software such as Grammarly and internal checks to ensure content is original and appropriately sourced. This applies even to internal research memos and pitch materials.

•Define your firm's brand voice and reinforce it: AI can write in any voice. Law firms have a tone of voice. The challenge is ensuring it consistently writes in your voice. Set clear tone, style, and messaging guidelines so that AI-generated drafts align with your firm's brand identity.

Used thoughtfully, generative AI can elevate a firm's ability to communicate, respond, and engage with clients and the media. But it must never replace human insight, editorial judgment, or the firm's hard-earned reputation.

Your brand is your most valuable asset, so guard it accordingly, even when the content comes from a machine. AI should serve as an enhancer, not a substitute, for the qualities that make your firm unique. Thoughtful implementation requires rigorous oversight, ethical considerations, and a steadfast commitment to authenticity.

How and When to Engage a Crisis Communicator

 ASK THE EXPERTS

Crisis Communications for Law Firms: How and When to Engage a Crisis Communicator

By Katherine Hollar Barnard

Most U.S. companies lack a formal crisis communications plan, and your law firm is most likely among them. We asked two veteran law firm crisis communications consultants for advice on the situations firms should expect in 2025 — and the smartest way to prep for potential crises.

Table of contents

• Law Firm Crisis Communications Must-Knows: The Experts Explain
• Is it a Crisis or a Situation?
• Practicing for a Crisis
• Keep Calm and Trust the Process
• Want Help With a Marketing Question of Your Own?
• Related Communications Advice on Attorney at Work:

Law Firm Crisis Communications Must-Knows: The Experts Explain

Attorneys often play a pivotal role in crisis response for clients, yet many law firms neglect to plan for their own contingencies. And while your firm may not be the subject of a Trump administration executive order, the potential for high-stress, low-trust situations abounds — not just through client work, but through your firm’s operations. Up to 40% of law firms, for example, have been the target of a data breach. 

You can’t control whether a crisis occurs, but you can plan how you respond to it. And because you do not deal with crises every day (we hope), there’s considerable value in engaging an experienced crisis communicator before a crisis occurs to help you anticipate issues, respond to them appropriately, and minimize the fallout.

We asked two veteran crisis communications consultants, Elizabeth Lampert and Amy Jordan Wooden, to address what lawyers should look for in such a consultant, how to prepare for the unexpected, and what types of situations law firms should anticipate in 2025.

Is it a Crisis or a Situation?

How would you define a “crisis”? What are the tripwires for lawyers or law firms to seek expert counsel?

Lampert: A crisis is any event, anticipated or unexpected, that threatens a law firm’s operations, reputation or client trust. This can include partner misconduct, data breaches, public client matters and political fallout. The key question is, does this situation have the potential for significant reputational or legal harm if not managed swiftly and strategically? Often, people have a situation, not a crisis.

Jordan Wooden: I think a crisis is any situation that has the potential to negatively affect the business/organization/entity. Sometimes a crisis is unexpected, and sometimes it is fully expected but avoidable. But how a crisis is handled makes all the difference in the world.

In a time of crisis, the inclination is often to “hunker down,” and an outside advisor can help guide the law firm away from that mentality and navigate the communications of the crisis.

What should law firms look for in a crisis communications specialist?

Jordan Wooden: Marketing and crisis are two ends of the communications spectrum! I often joke that if I had to sell laundry detergent, I wouldn’t know the first thing to do. But if someone swallows laundry detergent and dies, I’m your gal. I think it is important to look for 1) experience in crisis (how many years, is it the bulk of their business) and 2) subject matter understanding.

Lampert: Law firms need someone experienced in this specific work. A professional who understands legal privilege and litigation sensitivity — someone who knows how to collaborate with your internal team to protect reputations while respecting legal strategy. Look for a professional with legal industry experience, relevant sector experience, media training tailored to attorneys, and familiarity with law firm hierarchies and risk tolerance.

Practicing for a Crisis 

You speak of the importance of tabletop exercises. What do these look like for those new to crisis prep?

Lampert: A tabletop exercise is a structured simulation of a crisis designed to test a firm’s response protocols. It usually starts with a fictional but realistic crisis scenario that is then revealed to a designated team (legal, PR, IT, HR, leadership) who react to the situation in real time. The group role-plays a variety of media inquiries, client questions and internal stakeholder reactions.

Jordan Wooden: To quote Allen Iverson, “We’re talkin’ about practice?!?” Yes, Allen, we are. A tabletop exercise is simply that — practicing for a crisis. Doing a tabletop exercise will test every aspect of a potential crisis scenario, including external and internal communications, in a low-risk environment. 

You definitely do not want a managing partner to do an interview with news media regarding a crisis without practice. Ensuring your spokespeople have crisis communications media training, especially as part of a tabletop exercise, is the best way to prepare for potential crises.

Lampert: I always suggest someone take notes or the event be taped. This preparation method helps to bring some confidence when you find yourself in the situation being discussed and also identifies areas for improvement. The debrief session afterward … is particularly valuable for uncovering blind spots and preparing your team for a real crisis.

What scenarios should law firms prepare for in tabletop exercises?

Lampert: Law firms should prepare for common issues like cyberattacks, public allegations of harassment or discrimination, partner or associate misconduct, and disruptions from mergers, layoffs or leadership changes. Recent events also highlight the importance of preparing for weather, fires, and catastrophic environmental disruptions, including communication with staff and clients and data recovery. Tabletops should be thoughtful of response timing, message consistency, and clarity of the chain of command.

Jordan Wooden: Regardless of the scenario, a good tabletop exercise will include a few curveballs — something you would not expect or is part of the crisis plan on the shelf. For instance, I would definitely include a leak to the media as a curveball. It is pretty easy to get information to a reporter, and long gone are the days when every reporter would ensure they have confirmed two named sources before reporting the information. We live in “an unnamed source close to the situation but not authorized to speak on the matter” world now. Given the scenario, you could also include an “influencer” weighing in on their social media channel that makes the situation a lot worse.

Keep Calm and Trust the Process

What’s your best piece of advice for staying calm in a crisis?

Jordan Wooden: Remember what you can and cannot control. Also, never forget who your audiences are and identify the most important messages you want to convey. Although in a crisis you have to move in parallel tracks, thinking about those basic communications can help create a familiarity that, hopefully, translates to calm.

Lampert: Take a breath, assess the facts, and align with counsel before making significant moves or statements. Assuming tabletops have been conducted and plans are in place, trust the process. In my experience, not every situation requires an immediate public response, but every situation requires an intentional one.

Why Every Law Firm Should Update Their Website Content Every Five Years

Introduction

In a time where digital presence holds more weight than a physical presence, law firms must recognize the importance of maintaining an up-to-date website. A firm's website serves as the first point of contact for potential clients, reflecting its brand, voice, professionalism, expertise, and reliability. However, a static, outdated website can deter clients and undermine a firm’s credibility. Updating website content every five years is advisable for staying competitive, compliant, and relevant. 

Laws and regulations are in flux and under a new administration new statutes, judicial interpretations, and procedural updates will be introduced making existing website content outdated or even inaccurate. Law firms must ensure that their online materials reflect the latest changes, developments and additions to attorney bios and practice group descriptions.

Enhancing Search Engine Optimization (SEO)

Search engines prioritize fresh and relevant content. A website that remains unchanged for years could experience a decline in search rankings, making it harder for potential clients to find the firm online. Search engine algorithms favor regularly updated websites with high-quality, relevant content.

Updating website content ensures that law firms remain visible on search engine results pages (SERPs). Incorporating new keywords, addressing trending legal topics, and maintaining a blog with regular updates can significantly improve a firm’s digital footprint. Without periodic updates, a law firm risks losing online visibility to competitors who actively engage in SEO best practices.

Strengthening Brand Identity and Messaging

A law firm’s brand identity evolves and if a firm's website does not reflect its current areas of expertise, or bio have no recent areas of practice as new technologies are being introduced, diminish your position. An outdated website offering services that are no longer offered should be revamped and updated so the branding and messaging remain aligned with the firm’s mission and growth. 

Improving Client Engagement and Retention

Clients expect quick access to relevant and up-to-date information. If a law firm’s website contains outdated blogs, or articles over 10 years old, it may frustrate potential clients and drive them to competitors. Regularly updating website content enhances user engagement by providing valuable insights and showcasing recent case successes. Incorporating interactive features such as live chat, updated FAQs, and informative blog posts, a law firm shows it is in step with the economies movement. The legal industry is highly competitive. A modern, well-maintained website signals to potential clients that the firm is proactive, forward-thinking, and invested in providing the best possible service.

Competitive Analysis

Competitor analysis should be part of the website update process. By assessing what competing firms are doing—whether it’s integrating AI-driven chatbots, offering online consultation scheduling, or featuring client testimonials, law firms can ensure they remain competitive in a fast moving market.

Enhancing Security and Compliance with Digital Regulations

Cybersecurity threats are continuously evolving, and outdated websites are more susceptible to attacks. Hackers often exploit vulnerabilities in outdated software, posing risks to client confidentiality and firm integrity.

Updating a law firm's website provides an opportunity to enhance security measures, implement the latest encryption protocols, and comply with digital regulations. Ensuring that website content is secure and compliant protects both the firm and its clients from potential cyber threats.

Conclusion

A law firm’s website serves as its virtual storefront. Failing to update website content every five years can lead to decreased visibility and missed business opportunities. By regularly refreshing legal information, enhancing SEO, adapting to technological changes, strengthening branding, engaging clients, showcasing expertise, improving security, and staying competitive, law firms can ensure their online presence remains strong and effective.

Impact of Lively/Baldoni Lawsuits on PR

The lawsuits involving Blake Lively and Justin Baldoni offer valuable insights for crisis PR professionals, particularly in how publicists and crisis teams navigate high-profile legal battles. Cases involving defamation, intellectual property disputes, contractual disagreements, or personal scandals often set precedents for managing public perception and mitigating reputational risks.

Risk Management

One significant impact will likely be a heightened focus on risk management for celebrity-endorsed projects. Influencer and brand collaborations will face increased scrutiny, with brands exercising greater caution when selecting celebrity partners. Expect more rigorous due diligence processes to mitigate both legal and reputational risks.

Contracts will likely evolve to include more detailed morality clauses and indemnification terms to protect stakeholders from unforeseen controversies. Studios and brands may also strengthen their crisis response frameworks, ensuring preparedness for potential litigation-driven PR challenges.

Proactive Reputation Management

Reputation management strategies will take a more proactive and measured approach, with an increased emphasis on pre-litigation PR. Preemptive tactics, such as strategic social media engagement and controlled messaging, will become more prevalent in shaping public narratives. Celebrities, legal teams, and executives will collaborate more closely with PR professionals to establish goodwill well in advance, making it more difficult for negative press to define their public image.

Once a crisis emerges, reputation management will focus on maintaining positive public perception. Litigation communications are becoming increasingly public facing, with law firms leveraging LinkedIn, podcasts, and other controlled media channels to maintain credibility amid high-profile cases. Attorneys and firms should consider developing personalized crisis PR strategies to protect both individual and institutional reputations.

Crisis Communications

Crisis communication strategies will need to evolve to address the complexities of high-profile lawsuits. Law firms should shift toward controlled media engagement, developing litigation media playbooks that outline which journalists and platforms to engage with. Given the speed at which public opinion forms on social media, PR teams must be prepared for real-time responses to comments and backlash on platforms such as Instagram, X (Twitter), and TikTok.

Traditionally, legal teams prioritize minimizing legal risk, while PR teams focus on reputational management. Moving forward, closer collaboration between these teams will be essential to crafting official statements that avoid inadvertently escalating litigation risks. Standardizing pre-drafted crisis statements and implementing real-time media training for attorneys will become critical components of a comprehensive crisis response strategy.

Strategic Media Relations

Media relations will become increasingly strategic in response to high-profile legal battles. Law firms and PR professionals may adopt a more selective approach to media engagement, limiting exposure to outlets prone to sensationalizing legal disputes. In some cases, controlled media leaks or exclusive interviews may be strategically used to influence public perception favorably.

Social media monitoring will also play an increasingly vital role in crisis management. Firms may invest in AI-driven media monitoring tools to track sentiment, identify emerging narratives, and adjust messaging accordingly. The ability to swiftly respond and control the narrative will be a key differentiator in effective crisis management.

Final Thoughts

In 2025, litigation is no longer just a legal issue—it is a communications battle that plays out as much in the court of public opinion as in the courtroom. As a result, litigation communications must become more sophisticated, proactive, and integrated into broader crisis PR strategies.

  

Crisis PR in 2025: Challenges in the Digital Age

 In 2025, public relations will evolve dramatically, especially when it comes to managing crises. With rapid technological advancements, more podcasts and social media platforms, and increasing public scrutiny, organizations face bigger challenges in maintaining their reputation. Crisis PR in 2025 requires a blend of agility and strategic thinking to navigate this complex environment.

The Changing Nature of Crises

The types of crises businesses face today are far more diverse and complex. From cybersecurity breaches to viral social media controversies, the sources of potential reputational damage have multiplied. Compounding this challenge is the emergence of advanced technologies like artificial intelligence (AI) which can be weaponized to spread misinformation about a company. 

Key Principles of Crisis PR in 2025

To successfully manage crises in 2025, organizations need to focus on five core principles: preparedness, speed, transparency, empathy, and accountability.

1. Preparedness:Proactive crisis management is non-negotiable. Invest in comprehensive crisis communication plans that include detailed protocols, pre-approved messaging templates, and clearly defined roles for team members. Regular tabletops, simulations and drills can help ensure that everyone knows how to respond when a crisis hits.

2. Speed: Response time is critical. Delayed reactions can give the impression of indifference or incompetence, fueling public outrage. Having a well-trained crisis response team and leveraging AI-powered monitoring tools can enable organizations to detect and address issues in real time.

3. Transparency: Stakeholders demand openness. Attempting to conceal information or deflect blame often backfires, as the truth inevitably surfaces. Companies that provide regular updates during a crisis are more likely to retain public trust.

4. Accountability: Taking responsibility for mistakes and outlining clear steps for corrective action can help rebuild trust. Demonstrating a commitment to improvement signal to stakeholders that the organization is serious about learning from the crisis.

Leveraging Technology in Crisis Management

Technology plays a pivotal role in crisis PR. AI-driven tools, for example, are transforming how organizations monitor and respond to emerging threats. Predictive analytics can also help companies anticipate the impact of their actions and choose the most effective communication strategies. Additionally, virtual reality (VR) and augmented reality (AR) are becoming valuable tools for crisis training and communication. 

The Role of Social Media

Social media remains both a blessing and a curse for crisis PR. On one hand, it allows organizations to communicate directly with their audiences. On the other hand, it also amplifies negative publicity, making it challenging to control the narrative.

To effectively manage social media during a crisis, organizations should:

• Monitor platforms continuously for mentions of their brand or related keywords.
• Engage proactively with stakeholders by addressing concerns and correcting misinformation.
• Maintain a consistent tone across all channels to avoid confusion.
• Leverage influencers and brand advocates to amplify positive messages and rebuild trust.

Building Resilience for the Future

In 2025, crisis PR is no longer about reacting to problems as they arise; it’s about building resilience. Foster a culture of accountability and preparedness. Train employees to recognize potential risks and investing in technology that enhances crisis response capabilities.

By staying prepared, embracing transparency, and leveraging the latest tools, organizations can protect their reputations and emerge stronger from crises. As the saying goes, “It’s not the crisis that defines you, but how you respond to it.”