For Am Law 100 firms, we build the Identity Spine™ that powers AI-driven discovery.
BigLaw’s biggest AI problem isn’t visibility. It’s identity.
Clients don’t form their perception of a firm solely through its digital content. But AI does.
AI platforms read what your clients never did. Large firms already have thousands of content assets in the public domain. So the problem isn’t visibility. It’s identity. Across BigLaw, practice and industry narratives sound similar, making it harder for AI to understand how your firm stands apart – and when to recommend it.
“BigLaw’s deliberate vagueness makes firms sound the same. Strip the logos from five antitrust pages and the text is almost indistinguishable.”
- Chat GPT
AI platforms aren't search engines – they're referral sources.
People recommend firms they know and trust. The same holds true of AI. But unlike people, AI doesn’t build trust through relationships or experience. It builds trust when the information it can access about your firm consistently reinforces the same differentiated identity. A lack of consistency leads to identity dilution.
At The Found Word®, we build your firm’s Identity Spine™ by defining a distinctive narrative for every practice and industry – delivering content transformation at scale.
Your Identity Spine™ becomes the backbone of your entire content ecosystem, establishing a narrative foundation for every downstream asset – from website content and pitch materials to Chambers submissions and media outreach. Each asset reinforces the distinct identities of your practices and industries, creating the consistency AI platforms rely on to understand what your firm is known for – and when to recommend it.
“The Found Word transformed our practice and industry pages from a collection of individual assets into a cohesive, differentiated narrative. And they did it in record time.”
McDermott Will & Schulte
(Am Law 20)