What is Google AI Mode — and why does it matter for law firms?

Google’s new AI Mode has the potential to change the way people search for legal help online. Unlike the traditional search experience where users see a mix of map listings, paid ads, and organic results, AI Mode uses a more conversational approach to deliver answers — almost like chatting with a well-informed assistant.

Here’s how it works: When someone enters a query in AI Mode, Google begins analyzing what it calls “next steps,” searching through a curated set of web results, and then presenting an AI-generated summary. This summary includes links, firm names, attorney accolades, and answers that feel tailor-made — not just a list of blue links.

For law firms, visibility in AI Mode could mean the difference between being recommended as the go-to choice — or being left off entirely.

To get a real feel for how this plays out, we ran a series of legal searches across both traditional Google search and AI Mode. Here’s what we found.

Search 1: “Best personal injury lawyers in Lexington, Kentucky”

In traditional search, Minner Vines — a TSEG client — holds the top spot in the local pack. A strong win.

But in AI Mode, Google kicks off with a disclaimer: “AI Mode is experimental and can make mistakes.” Then it reveals it reviewed 18 different websites — including directories like Forbes and FindLaw — before presenting a curated carousel of law firms.

Minner Vines shows up as the third law firm mentioned — with highlights about their founding partners, notable verdicts, and recognition across the personal injury space. When we follow up with “tell me more about Minner Vines,” Google AI presents a breakdown of their reputation, results, and client service — along with multiple clickable links to the firm’s website.

The final follow-up: “How can I hire this law firm?” AI responds with their phone number, encourages users to fill out a contact form, and notes that they offer a free consultation.

Takeaway: AI Mode is elevating the firms that actually have authority, a strong content presence, and a compelling story — just like we build with our SEO strategy.

Search 2: “Recommend a good criminal defense law firm in McKinney, TX in 2025”

Here’s where it gets interesting. In traditional search, our client Rosenthal Kalabus & Therrian appears in both the AI Overview and the top map listing.

And in AI Mode, they’re also the first firm listed in the result carousel and the first firm highlighted in the AI’s written summary — complete with key attorney accolades, a direct phone number, and standout case results.

When we click the link icon next to their name, it displays multiple deep links to their website — just like a mini-version of organic search.

We followed up with a less formal, conversational question that a potential client might ask: “Is Rosenthal expensive?” Google’s AI responds with “It depends on your case,” followed by notes about free consultations and flexible fee structures.

Takeaway: AI Mode can do more than just showcase firms, it can vouch for them. This is brand authority in action — something we’ve built for this client through consistent content, optimized site structure, and strategic SEO.

Search 3: “I need an accident lawyer in San Diego”

This is a high-intent, conversational query. Someone’s been in an accident, they need help now.

In traditional search, our client Jurewitz Law Group shows up in the organic results below the map pack.

Flip to AI Mode, and the results change. Google first recommends the San Diego Bar’s referral service. Then it gets specific — listing a handful of personal injury firms to call. Jurewitz appears second, with a concise summary, phone number, and website link.

We asked: “How successful is Jurewitz for car accidents?” AI Mode cites 15 different sources, including Yelp, and delivers a strong answer about their case success rate — including verdict types, common accident categories, and positive client reviews.

Takeaway: AI Mode is giving context. And when your firm has the right content in place — backed by real reviews and results — that context is a competitive edge.

Search 4: “What is constructive possession of a firearm in Wisconsin?”

This is a content-specific search — the kind of query that lives or dies on blog content and topical authority.

In traditional search, Hart Powell (another TSEG client) owns this space. Their blog is the first organic result, and their answer is quoted in Google’s AI Overview.

In AI Mode we see similar results — only better. The firm is cited first. Google breaks down the blog post into an easy-to-understand explanation, includes a checklist of legal elements, and cites Hart Powell directly. This is textbook optimization for deep links to appear in AI search, a topic we covered in a previous blog post.

Takeaway: Long-form, helpful content isn’t just nice to have. It’s what Google’s AI Mode, along with several other AI search tools, are pulling from to power their answers.

So What Does This Mean for Your Firm?

This preview into Google’s AI Mode confirms what we’ve been telling law firms for years:

• If your website answers the real questions people are asking, you’ll win.
• If you have legitimate authority, great content, and high-value pages — you’re going to show up.
• If your strategy is half-baked or based on short-term hacks, you’re getting replaced by competitors who invested in the long game.

For the most part, AI Mode appears to be pulling from traditional results. But it’s also re-ranking based on what it sees as the best answer. That means law firms now have a second chance to “rank” higher — not just in organic or maps, but inside Google’s new AI interfaces.

For attorneys who appear in AI Overviews, Gemini and AI Mode, this is confirmation that the work you’re doing — optimized content, authority building, SEO that speaks directly to your ideal client — isn’t just working. It’s winning.

Want to Show Up in AI Mode?

If your firm’s content isn’t answering the questions clients are asking — in both traditional search and AI Mode — your competitors will take your market’s potential cases. At TSEG, we build SEO strategies that dominate across every search experience. Contact us today to see how we can help your firm get more cases from organic and AI search.