As AI-driven tools like ChatGPT, Google Gemini, and Perplexity become the new front doors to legal information, law firms must adapt their online presences, or risk becoming invisible. This session will unpack how large language models (LLMs) gather, process, and surface information, and what legal marketers can do to ensure their firms are included, cited, and trusted in AI-generated responses. We’ll explore how search is evolving from keywords to context, and how content, structure, authority, and accessibility all play a role in your visibility inside the new AI layer of the internet. You’ll learn how to position your firm as a high-confidence source that LLMs are more likely to “quote,” summarize, and reference in answer generation, without gaming the system or losing credibility.