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This article was originally published on Law.com here It takes fifteen seconds. A legal ops director asks ChatGPT a question and walks away with a shortlist: three or four vendors, a line on each, maybe a citation. The week of demos and Google searches now fits in a single prompt. For the buyer, that’s progress.

Your buyers have started asking AI assistants which vendors to consider, and the assistants are answering. So I ran a study to find out what those answers actually say: when a B2B buyer asks ChatGPT, Claude, or Gemini which vendors to shortlist, who shows up, and why? What I found should change how you think

Let's start with an uncomfortable truth. Most legal tech companies are not losing deals because of their product. They're losing them because nobody's heard of them. And yet, the first thing most founders do when they need more pipeline is hire another sales rep. At The Proxy Agency, we've seen this pattern more times than

Big Law's Next Competitive Edge: Building the Internal Culture Engine What happens when the operating system that ran a profession for fifty years quietly breaks, and nobody rebuilds it? You get Big Law in 2026. Lateral churn at record volumes despite record signing bonuses. AI rollouts sitting unused on the desktops of the lawyers

The Seven Habits of Great Service (And Three to Avoid) As someone in marketing, I’m supposed to tell you that the secret to client loyalty lies in brand positioning, messaging, and storytelling. And sure, those things matter. But let’s be honest: clients don’t renew because of a tagline or a clever campaign. They renew

Authenticity at Scale: 5 Ways AI is Transforming Business Development   We’ve all been there—you open an email and immediately hear the robotic echo of “In today’s fast-paced business world…” or “It’s no secret that AI is transforming everything.” That’s when you realize: You’ve just been AI’d.   AI-generated content has a way of

Why Don't We Talk About Motherhood in Business?   The Leadership Gap and the Motherhood Stigma It’s 2025 and less than 10% of S&P 500 CEOs are women. While many factors contribute to this persistent disparity, one of the most significant remains motherhood. Even in an era that champions workplace equality, the path to

The End of Google Page One: How AI Is Transforming the Buyer Journey For more than a decade, Google was the default gateway to inbound leads. Law firms built content strategies around page-one rankings, and legal technology companies poured budget into paid search ads because visibility at the top of the results meant visibility

The Top 7 Marketing Trends Legal Marketers Need to Watch in 2025 As we move into 2025, legal marketers face a rapidly evolving landscape where technology, data, and client expectations intersect—and it’s just the right time of year for making lists!  Here are the top 7 trends we are seeing as shaping the future