The PI AI Visibility Index
When injured people ask AI who to call, it answers with names. We asked ChatGPT, Gemini, Perplexity, and Grok the 10 questions clients actually ask, in the 7 biggest legal advertising markets in America, and recorded every firm the AI recommended. 280 answers. Here's who owns them.
TV budgets don't reach the AI layer.
In market after market, the firms AI recommends are not the firms with the biggest ad budgets. Trial boutiques with strong entity signals (verifiable results, consistent identity, cited content) beat famous jingles and freeway billboards. Of the ~50 heavy-advertising firms we tracked, one in three never appeared in a single answer, and AI recommended out-of-state firms over local TV mainstays in three markets.
Orlando, FL
The #1 legal advertising market in America. AI belongs almost entirely to two brands, and one of the fastest-growing firms in the country appears once in 40 answers.
Atlanta, GA
The rare market where a legacy TV brand still leads AI. But boutique trial firms are right behind, and two of the most famous ad brands in Georgia barely register.
Tampa, FL
Morgan & Morgan owns nearly two-thirds of Tampa’s AI answers. Meanwhile AI recommends an out-of-state firm more often than several Tampa TV mainstays.
Dallas, TX
The most lopsided market in the Index: a trial boutique dominates AI while the most famous legal ad brands in Texas are close to invisible.
Phoenix, AZ
The healthiest market for big advertisers: the famous brands actually show up. But one firm’s data exposes the entity problem every firm should check for.
Las Vegas, NV
The most fragmented market in the Index. No firm cracks 25%, which means the AI recommendation is still up for grabs in the city with the most lawyer billboards in America.
San Antonio, TX
The #2 spot-TV legal spender in America is here, and he’s losing the AI layer to a firm most of the country has never seen a commercial for.
How the Index is measured.
All data was collected on July 12, 2026 (US geo). We submitted the same 10 discovery-stage questions in every market to four AI platforms (ChatGPT, Gemini, Perplexity, and Grok) for 40 answers per market, 280 total. A firm's score is the percentage of its market's 40 answers that mention the firm. Brand variants and misspelled domains were merged to the firm entity; directories, bar associations, insurers, and government resources were excluded from rankings.
The 10 questions
- “best personal injury lawyer in {city}”
- “best car accident lawyer in {city}”
- “who should I call after a car accident in {city}”
- “should I hire a lawyer after a car crash in {state}”
- “how do I find a good personal injury attorney in {city}”
- “top rated accident and injury law firms in {city}”
- “best truck accident lawyer in {city}”
- “lawyer to help with an insurance claim after an accident in {city}”
- “I was injured in an accident in {city}, which law firm should I use”
- “which law firm wins the biggest injury settlements in {city}”
AI answers vary with time, location, and phrasing; this Index is a same-day, same-method snapshot, not a guarantee of what any individual will see. Scores measure frequency of mention in AI-generated answers and imply nothing about the quality of any firm's legal services. All trademarks belong to their owners; no firm listed is affiliated with First Mind AI unless stated. Corrections or data requests: adam@firstmindai.com.
Frequently asked questions.
What is the PI AI Visibility Index?
A recurring study by First Mind AI that measures which personal injury law firms AI assistants actually recommend. The July 2026 edition analyzed 280 answers from ChatGPT, Gemini, Perplexity, and Grok to the 10 questions injured people ask most, across 7 of the biggest legal advertising markets in America.
Which personal injury law firms have the highest AI visibility?
Morgan & Morgan leads Florida, appearing in 62.5% of Tampa answers and 57.5% of Orlando answers. Everywhere else the leaders are trial boutiques, not the biggest advertisers: the Law Offices of Frank L. Branson in Dallas (47.5%), the Law Offices of Pat Maloney in San Antonio (47.5%), John Foy & Associates in Atlanta (35%), and Lerner & Rowe in Phoenix (35%). Las Vegas is the most fragmented market, where no firm exceeds 25%.
Does TV and billboard advertising improve a law firm’s AI visibility?
Our data shows no relationship. One in three heavy-advertising firms we tracked never appeared in a single AI answer. Thomas J. Henry Law, the second-highest spot-TV legal spender in America at roughly $21.5M per year, trails a San Antonio trial boutique 35% to 47.5%. Jim Adler, the most recognizable injury ad brand in Texas, appeared in 2 of 40 Dallas answers.
How is a law firm’s AI visibility score calculated?
Each market’s score comes from a same-day snapshot: 10 standardized client-discovery questions submitted to 4 AI platforms, for 40 answers per market. A firm’s score is the percentage of those 40 answers that mention the firm. Brand variants are merged to one entity, and directories, bar associations, insurers, and government resources are excluded.
How can a personal injury law firm improve its AI visibility?
AI assistants recommend firms they can verify: a consistent identity across the web, third-party authority such as news coverage and citations, and published answers to the exact questions injured people ask. TV brand awareness does not transfer to the AI layer. First Mind AI offers a free AI visibility audit that shows a firm its current score and what is holding it back.
How often is the PI AI Visibility Index updated?
The Index is re-run quarterly with the same locked methodology so scores are comparable over time. The next edition is planned for October 2026.
AI doesn't watch TV. It reads signals.
AI assistants recommend firms they can verify: a consistent identity everywhere they look, third-party authority that vouches for you, and published answers to the exact questions injured people ask. Brand awareness doesn't transfer, which is why a boutique with clean entity signals outranks a $20M TV budget. The good news: unlike TV share, the AI layer in most of these markets is still wide open. Las Vegas's leader holds just 25%.
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