The way clients find professional services firms has changed, often without firms realising it.
Procurement teams, in-house counsel, and prospective clients are increasingly using tools like ChatGPT, Claude, and Google’s AI-powered search experiences to research and shortlist firms. Long before someone fills out a contact form or visits a website, AI systems are already interpreting firm content and shaping the answers clients see, such as “Which firms in Australia specialise in complex regulatory advisory”, or “Firms with experience delivering large-scale digital transformation in government”.
Whether your firm appears in those answers depends on how discoverable, structured, and interpretable your content is for Large Language Models. If your content is not designed to be understood by AI, your expertise will never enter the conversation, and you’ll never even know the opportunity was missed.
In this session, Rory Grant, former law firm CMO at Gilbert + Tobin and now Chief Growth Officer at Squiz, and Julie Brettle, Chief Product Officer will unpack how AI-driven discovery is changing the way professional services are found, evaluated, and shortlisted. The session will focus on what today’s AI platforms look for, how content is interpreted off-site, and why question-led content workflows are becoming essential for BD and marketing teams.
Attendees will leave with a clearer understanding of how AI systems read professional services content, what limits visibility today, and where firms can take practical steps to strengthen their presence across AI tools and on-site conversational search.
AI Search Visibility Reports showing how your firm scores for AI discoverability across key practice areas will also be available for free to anyone upon request.
Key topics / agenda:
Understanding AI-driven legal discoverability
- How clients use AI tools to research and shortlist professional services firms
- How large language models interpret expertise-based content
- Why structure, clarity, and metadata now influence off-site visibility
Optimising content for answerability
- What makes service pages, bios, and insights “LLM-readable”
- Using question-led workflows to reveal client intent
- Common content patterns that prevent AI from surfacing expertise
On-site conversational search and client intent
- How conversational search reveals real client questions
- What search data can teach BD and marketing teams
- Connecting AI discovery with on-site experience
Practical steps for BD and marketing teams
- A repeatable workflow to assess and improve AI discoverability
- Where professional services firms should focus first
- Strengthening visibility across AI platforms without overhauling everything
Learning Outcomes:
By attending this session, participants will be able to:
- Identify how AI tools are changing the way clients discover and shortlist professional services firms
- Explain how Large Language Models interpret website content
- Recognise the structural and content gaps that limit AI visibility
- Apply question-led workflows to improve content clarity and discoverability
- Understand how conversational search data can inform BD and marketing strategy
Speaker:
Rory Grant
Chief Growth Officer, Squiz
Rory Grant has spent his career at the intersection of professional services, technology and growth strategy. As former Co-Chief Marketing Officer at Gilbert + Tobin, he led marketing and business development through a period of significant digital transformation, building deep expertise in how knowledge-driven organisations navigate shifting client expectations and market dynamics.
Now Chief Growth Officer at Squiz, Rory partners with professional services firms, higher education institutions, and government agencies to implement digital experience platforms that drive engagement, unlock insight, and empower marketing and BD teams to move faster with less friction. He understands the pressures these teams face: doing more with less, proving ROI in real time, and adapting to AI-enabled workflows while maintaining the rigour clients expect.
Rory's approach is grounded in practical outcomes, bringing a rare combination of frontline marketing leadership experience and technology platform knowledge, making him equally comfortable talking strategy with CMOs or implementation with digital teams.
Julie Brettle
Chief Product Officer, Squiz
Julie leads product strategy at Squiz, where she's focused on how organisations manage, structure, and surface content at scale - and what happens when AI changes the rules of how that content gets found.
Julie's thinking on AI and data strategy is backed by an RMIT Master's in Data Science Strategy and Leadership. With 18+ years across fintech, media, and technology, she brings a pragmatic lens to the hype - and a track record of translating complex problems into solutions that actually work.
She's known for being direct about what's real versus what's noise, and for asking the uncomfortable questions that move conversations forward.
Event Details:
Date: 3 March 2026
Times:
1:00 pm - 2:00 pm: Sydney, Melbourne
12:00 pm - 1:00 pm: Brisbane
12:30 pm - 1:30 pm: Adelaide
3:00 pm - 4:00 pm: New Zealand
10:00 am - 11:00 am: Perth, Hong Kong, Singapore
Price: Members: Free | Non-Members: AUD90.00.
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