TRP 355: AI and Generative Engine Optimization - New Landscape of AI Discovery with Stephanie Grober

Clients are already finding lawyers and other professionals through AI search. The question is whether AI is recommending you.

Stephanie Grober is the Marketing & Public Relations Director at Horowitz Agency, an integrated marketing and PR agency that works with law firms from BigLaw to boutiques. She returns to the Rainmaking Podcast, a few years after her first visit, to explain Generative Engine Optimization (GEO): how to make sure you appear in the AI summaries that now sit at the top of search results. She also explains why public relations plays such a big role.

What you’ll learn:

What GEO is, and how it differs from traditional SEO

Why discovery is shifting from being found to being included in AI summaries

Where AI draws authority from: earned media, accolades, thought leadership, website content, and back-end structure

Why reports from PR firms suggest earned media drives 30% or more of AI authority

Why you can’t game AI search, and why consistency beats gimmicks

How a PR and content team trains AI to know who you are and what you’re an expert in

Why niche trade outlets can carry as much AI authority as top-tier media

What a smaller firm with a limited budget can do right now

How to measure progress, starting with one question at intake: “How did you find us?”