AI Search Has a Spam Problem — And Your Law Firm Needs to Know
A researcher at an AI SEO agency recently published something that should catch every law firm marketing director’s attention: he told Google’s Gemini he was the world’s best AI SEO expert — on his own website — and Gemini believed him. That’s not a bug. It’s a structural flaw in how AI search systems work. And it has direct implications for how your law firm competes in 2026. AI Systems Trust What They Read — And That’s a Problem When Gemini, ChatGPT, or Perplexity generate an answer, they pull from web content retrieved through search. The model reads source pages, extracts relevant information, and synthesizes an answer. This is supposed to make AI more accurate. But here’s what these systems don’t do: they don’t verify whether the source is honest. A company can publish a page titled “Best Personal Injury Law Firms in Los Angeles 2026,” rank itself at the top, get that page to rank organically — and AI systems will absorb and repeat those claims as if they came from an independent editorial source. The user asking for the “best PI lawyer in LA” never sees the source. They just see the AI’s confident recommendation. This is called GEO spam — content engineered … Learn More