In this episode of the PI Playbook, host Stephanie Koehler and guest Seth Sparks discuss the transformative impact of AI on search engines, particularly for personal injury law firms. They explore how AI tools like ChatGPT and Google's AI overviews are changing user behavior, expectations, and the overall search landscape. The conversation delves into the importance of quality content, brand building, and the evolving role of Google as a destination for information. As AI continues to shape the future of search, law firms must adapt their strategies to remain competitive and effectively engage with potential clients.