Gartner predicts that by 2026, search engine traffic could drop by 25% as AI chatbots and virtual assistants reshape how people find information. Already, ChatGPT serves 400 million users weekly—and this number is rising rapidly.
Today, people don’t just “search”—they ask. They use conversational AI systems for instant, context-aware answers. These AI-driven systems, known as Answer Engines, have quietly become the new gatekeepers of visibility. They interpret user intent, process large amounts of data, and recommend law firms that appear credible, structured, and trustworthy online.
This shift led us at Commwiser to ask: “How are Indian law firms represented in this AI-driven world of search?”
This question became the starting point for the AI Reputation Report for Law Firms & Lawyers - India 2025.
This report is not another ranking based on traditional performance metrics. Instead, it is a primary search exercise conducted through AI, aimed at understanding how ChatGPT responds to high-intent legal queries.
We identified over 18 high-volume, high-intent client queries commonly asked on AI chatbots and examined the firms and lawyers ChatGPT recommended for each.
We then analyzed the reasons behind these recommendations by looking at what might help law firms get recognized by AI chatbots, including:
Structured and machine-readable website content
Citations on credible media and legal platforms
Consistent digital PR and thought leadership
Directory mentions on Chambers, Legal500, RSG, etc.
Our research revealed several clear patterns:
Top-tier firms dominate major queries
Firms such as AZB, Khaitan, CAM, and SAM consistently appeared for corporate, arbitration, aviation, and M&A questions. Their structured content, strong digital presence, and frequent media citations gave them a clear advantage.
Boutique and specialized firms excel in niche areas
In fields such as fintech, IP, and startup funding, boutique firms are frequently recommended. Their focused, well-structured content often outperforms larger firms.
Aggregator platforms outrank law firms in consumer and SME matters
Queries about consumer disputes, LLP registration, and criminal defense often highlighted platforms like LawRato and VakilSearch over individual firms, signalling a gap in Answer Engine Optimization (AEO).
Offline reputation alone no longer guarantees visibility
Many highly regarded firms did not appear simply because they lacked structured digital content or strong third-party citations.
This report doesn’t measure legal expertise; it measures AI discoverability, a new and growing aspect of reputation and visibility.
The goal of this report is not just to show who is visible but to help the legal industry understand why visibility on AI platforms matters and how firms can build as AI replaces traditional referral systems, an algorithm’s recommendation is becoming as important as being recommended by a peer.
The shift is already underway. India leads in workplace AI adoption, increasing from 46% in 2024 to 77% in 2025 (Atlassian AI Collaboration Index 2025). According to Break the Web, 58% of searches do not lead to a click on an external site. Zero-click AI Overviews and other SERP features are a major reason for this. AI-driven interactions are quickly becoming the first point of contact for clients seeking legal help.
Firms that proactively shape their digital presence today will hold the advantage in visibility tomorrow. AI now plays a pivotal role in shaping narratives, building trust, and determining digital reputation.
The findings in this report open a new frontier for law firm visibility. Indian law firms that adapt early, combining digital PR, structured content, thought leadership, and AEO principles, will gain a strong advantage in the AI era.
At its core, this report reflects a simple truth: The way clients find lawyers has shifted from directories to data and from word-of-mouth to AI conversations. This report is not just a snapshot; it signals where the legal industry is headed next.
Puneet Maithani is a Growth Strategist at Commwiser.