Law Firms Adapt Content For AI-Driven Discovery

In a recent Office Hours webinar, 9sail leaders Joe Giovannoli, Robyn Addis, and Jordana Kalkhof discussed how AI agents and chat tools are changing online discovery for law firms. They highlighted accelerating zero-click behavior, rising importance of bylines and branded searches, and practical steps—reverse-engineering queries, writing lead-first answers, and tracking intent—to preserve visibility and convert high-intent prospects.