# Score how AI assistants rank your firm in your county

By Ali Peivandizadeh, business growth and AI implementation specialist.
Published Nov 13, 2026. Last checked Nov 13, 2026. Last changed Nov 13, 2026.
Section: Marketing. Verdict: ACT
Who it is for: All practice areas. Solo firms and firms up to 50 lawyers. Owner, marketing.

A car dealer scored all 349 stores of his brand on how AI assistants answer about them. A law firm can score itself and five local competitors by hand in about one hour. Do it once a month, and fix every wrong fact at its source.

## Why
Mike Yates runs a BMW store in New Jersey. He built a tool that asks ChatGPT, Gemini and Claude about every BMW store by name. It asks four things: does the assistant know the store, would it recommend it, how does it compare with stores nearby, and what is its reputation. The 349 stores scored from 51.4 to 91.0. He found no link between a store's search ranking and its AI score. He added an award to his home page, and he reports that ChatGPT named it the next morning. People now ask an AI about a lawyer in the same way.

## Steps
1. List your firm and five competitors in your county and practice area.
2. Open ChatGPT, Gemini and Claude in a private browser window.
3. Ask each one four questions about each firm: Do you know it? Would you recommend it? How does it compare with firms nearby? What is its reputation?
4. Score each answer the way the dealer did: knows the firm 40 points, recommends it 35, knows its reputation 25.
5. Write down every wrong fact an assistant gave about your firm.
6. Fix each fact at its source: your website first, then your listings and profiles.
7. Ask your web vendor whether your website lets AI crawlers read it.
8. Repeat on the same day each month, with the same five firms.

## Cost and time
No cost by hand. About one hour a month. The dealer's own tool costs $99 a month and covers car dealers.

## The rule to check
Awards, ratings and past results on your website are lawyer advertising. Check your state bar's advertising rules before you publish. In Texas, most ads must be filed with the State Bar.

## What can go wrong
An assistant can answer differently for each person and place. Your score is a benchmark. Compare it with your own score from last month and with the same five firms.

## Sources
- Car Dealership Guy, trade publication, Nov 10, 2026: https://news.dealershipguy.com/p/bmw-dealer-s-ai-tool-ranks-all-349-u-s-bmw-stores-on-ai-visibility

General information, not legal advice.

Page: https://lawfirmgrowthjournal.com/marketing/score-how-ai-assistants-rank-your-firm/