What happens when a 40-year-old legal data company decides its employees should start building their own software? This week on we talk with Best Lawyers CEO Phillip Greer and Senior Vice President of Research and Product Strategy Elizabeth Petit about an internal AI transformation that reaches far beyond adding ChatGPT to the corporate toolkit. Best Lawyers is experimenting with generative engine optimization, internal agentic systems, vibe coding, and an AI development environment where employees across research, finance, marketing, and other departments build applications around the company’s data.
Greer begins with a challenge facing every law firm marketing team: traditional search is changing. Google AI Overviews and answer engines such as ChatGPT, Claude, and Gemini increasingly give users answers without sending them to the familiar list of blue links. Greer argues that SEO still matters, but law firms now need to think about Generative Engine Optimization, or GEO, and the signals AI systems use when deciding which sources deserve trust. Structured data, schema markup, substantive content, and third-party validation all become part of the equation. For Best Lawyers, its long history of peer-reviewed rankings offers an interesting advantage. The company’s data serves as an independent signal that AI systems might weigh differently from content produced by a firm’s own marketing department.
Petit explains how Best Lawyers is applying the same thinking to legal marketing through Smithy AI, a system designed to help attorneys and law firm marketers develop profile content without endlessly copying the same biography across websites. Smithy draws from Best Lawyers’ structured information and existing lawyer content to produce a starting point that attorneys and marketers then edit. The larger goal is authenticity. As generative systems make producing generic legal content almost effortless, Greer argues that distinctive expertise, voice, and credible third-party signals become more valuable rather than less.
The conversation then moves inside Best Lawyers, where Greer has taken a far more unusual approach to AI adoption. After building a secure data layer connecting systems including SQL databases, HubSpot, Gong, Google Analytics, and accounting data, he created an internal Best Lawyers App Store where employees use natural language to build applications against company data. What began with roughly 30 percent of the workforce vibe coding has grown to around 40 percent, according to Greer. Petit describes building research and KPI dashboards despite coming from a research rather than software engineering background. Projects that once required Excel formulas, Power BI reports, development queues, and weeks of waiting now sometimes move from a question at 9:30 to a working internal application by 10:30.
That shift also changes the role of professional software engineers. Rather than spending their time building another reporting screen or internal form, Best Lawyers’ engineers increasingly concentrate on architecture, data infrastructure, performance, governance, and the guardrails surrounding employee-built applications. Greer describes moving parts of the company’s data architecture toward Elasticsearch and developing “Bestie,” an internal agentic AI team member. Yet speed introduces another problem. Petit and Greer describe an “AI vampire” effect, where instant feedback encourages people to keep working because the machine never gets tired, goes home, or stops responding. Human judgment includes knowing when the human needs to stop.
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[Special Thanks to Legal Technology Hub for their sponsoring this episode.]
Email: geekinreviewpodcast@gmail.com
Music: Jerry David DeCicca
