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In this episode, Danny Decker breaks down a massive shift coming for small law firms as more consumers turn to tools like ChatGPT for legal guidance before ever calling an attorney. Danny shares why AI’s unpredictable answers actually create a huge advantage for firms that position themselves correctly — and how 2026 may be the year this opportunity becomes impossible to ignore. It’s a conversation every solo and small firm needs to hear if they want to stay visible, credible, and competitive.
📌 Key Takeaways:
- Why ChatGPT doesn’t give the same answer twice — and why that matters for your marketing
- How AI is already recommending specific law firms (even without being asked)
- The strategic move firms must make now to capitalize on 2026’s biggest opportunity
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Episode Transcript
Right.
There are people who are jumpingonto ja chat GPT simply to ask a
question.
What are the first steps tofiling for divorce in North
Carolina?
And ChatGPT gives me a very longand thorough answer, right?
Maybe it's accurate.
Probably it's accurate.
(00:20):
Maybe you guys could commentmore on whether it's actually
accurate.
But bottom line, um, a lot ofpeople are using Chat GPT in
this way.
So they're not necessarilyexplicitly uh showing up and
saying, hey, I need a lawyer,but they are saying something
like, hey, how do I file a will?
How do I how do I file fordivorce?
How do I get a patent, right?
(00:40):
And then ChatGPT spits out ananswer.
And I'm sure the vast majorityof you uh who are here have
probably used Chat GPT in inthis capacity, right?
Um one of the points I want tomake that's really important is
um ChatGPT doesn't answer thesame way every time.
We actually just informally,among the 20 or so of us uh in
(01:01):
our office here, you know, Iasked everybody at about the
same time to go ask a specificquestion and we compared notes
on responses.
And I mean, Dylan, it was likeit was all over the board,
right?
Like we got very differentresponses, even though we all
asked at the same time.
SPEAKER_00 (01:16):
Yeah, for sure.
It'll it'll know you a littlebit based on your history and
all that.
But it's also just it's not,it's not programmed to just spit
out like when I get asked this,I need to say this.
When this comes in, it it's ait's a thinking, it's learning,
it's going to adapt, uh, it'sgonna change, um, which is why
it's important to kind of be onthis because um as it changes,
(01:38):
you want to be a part of thatchange.
You don't want to get leftbehind and and have it adapt
beyond you know what you're whatyou're doing.
SPEAKER_02 (01:44):
Exactly.
And so for example, this secondquestion, I asked it, you know,
what are the first steps tofiling a patent in North
Carolina?
And it gave me a similar likeseven or eight step answer.
And then, but also, you know,this time it decided to include
sources.
Okay, and these are all, youknow, federal USPTO uh websites,
right?
It it gave sources.
(02:05):
I didn't ask it to includesources, it just included
sources this time.
Um, it also closed by saying, ifyou'd like, I can help you find
a registered patent attorney inNorth Carolina.
And so I respond and say, Yeah,sure, please help me find a
patent attorney.
I prefer an attorney inCharlotte, North Carolina.
And this is this is the moneypart, right?
Um for whatever reason, theseare the the the first two that
(02:29):
it shared with me, right?
And and it shares uh, you know,firm name, firm website, uh,
which you can click and and linkdirectly to.
Um, and it uh it shares somesome information about the firm,
which is uh a really interestingpart of this.
Like you're generally gonna getmore information when you ask
chat GPT chat chat GPT for arecommendation than when you ask
(02:53):
you.
SPEAKER_01 (02:54):
The Law Firm Marketing Minute is brought to
you by Spotlight Marketing andBranding, where we help solo and
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If you want more details, visitgrowmylaw firmfast.com.
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