Welcome to episode 260 of the Grow Your Law Firm podcast, hosted by Ken Hardison. In this episode, Ken sits down with Christian J. Ward, Executive Vice President and Chief Data Officer at Yext.   Christian J. Ward is focused on expanding data and AI applications in marketing and entrepreneurship. He helps Yext clients identify, value, and structure their knowledge to maximize data value in AI and search. Ward co-authored the Amazon bestseller Data Leverage: Unlocking the Surprising Growth Potential of Data Partnerships and has executed hundreds of data partnerships worldwide. Ward has served as Chief Data Officer of Arizent, Chief Data Officer of Data Axle, and Global Head of Content Innovation at Thomson Reuters. He founded and sold two structured data companies in financial and media analytics. He has been quoted in publications like The Wall Street Journal, The Financial Times, Adweek, Fortune, and Forbes and speaks frequently on data strategy, partnerships, and AI. What you’ll learn about in this episode:   1. Why Data Accuracy and Structure Are Critical for Law Firm Growth

• Ensuring consistent, accurate data across platforms builds trust with search engines and AI systems, making your firm more discoverable.
• Structuring your data with schema.org enhances machine understanding and ranks your firm higher in AI-driven results.

2. How AI Is Transforming Client Search and Decision-Making

• AI now focuses on understanding and refining client queries, shifting from keyword-based search to conversational interactions.
• By answering AI-driven prompts with detailed firm information, lawyers can ensure their practice stands out in client decision funnels.

3. Why Embracing AI Tools Improves Law Firm Efficiency

• AI can streamline internal processes, from summarizing briefs to automating client communication and task management.
• Investing in AI-powered tools allows firms to respond promptly to client inquiries, enhancing client relationships and satisfaction.

4. How Shifting Focus from Ads to Knowledge Sharing Boosts Visibility

• Providing detailed, structured knowledge about your practice such as specialties, community involvement, and case history drives AI to recommend your firm.
• Relying on authentic data rather than ad spend ensures better positioning in AI-driven recommendations.

5. Why Law Firms Must Adapt to AI-Driven Client Journeys

• Clients are increasingly relying on AI for personalized recommendations; ensuring your data matches their needs is essential.
• AI transforms the traditional search process into a dialogue, emphasizing the importance of firm transparency and availability in real-time.

  Resources:  https://www.linkedin.com/in/wardchristianj/ https://www.facebook.com/YextInc?utm_source=yexthomepage&utm_medium=social_icon&utm_campaign=yext_official_facebook https://x.com/yexthttps://www.linkedin.com/company/yext/   Additional Resources:  https://www.pilmma.org/aiworkshop https://www.pilmma.org/the-mastermind-effect https://www.pilmma.org/resources https://www.pilmma.org/mastermind