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The End of Google: How AI Is Transforming the Buyer Journey

By Patricia Nagy
August 31, 2025

For more than a decade, Google was the default gateway to inbound leads. Law firms built content strategies around page-one rankings, and legal technology companies poured budget into paid search ads because visibility at the top of the results meant visibility in the pipeline. But that era is ending.

The reason isn’t that search is disappearing — it’s that it is being rewritten. Prospects are no longer just typing keywords into a box. Increasingly, they are turning to large language models (LLMs) like ChatGPT, Gemini, and Perplexity, asking full, conversational questions: “Which firms specialize in cross-border employment law?” or “What’s the best AI tool for contract review in a global law firm?”

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