Insights · Comparison
When a client asks ChatGPT, Gemini or Google's AI Overviews which firm can help them with the specific legal counsel they need, the answer names a few firms and stops. Answer engine optimization (AEO) is the work of earning a place in those answers. SEO gets your pages found in a list of links. AEO gets your firm named in the answer itself.
A new category of AEO platforms has grown up to measure this. They run the questions buyers ask, record which names each engine gives and which sources it cites, and track how that changes over time.
Profound is one of the category's great success stories. It helps brands across every industry see and grow how visible they are in AI answers: one brand, one visibility picture, tracked across the engines.
Selectio was built for one market: law firms. A law firm isn't one brand. AI reads it at three layers, the firm, each practice and each lawyer, and clients ask about a specific matter in a specific market. So we measure each layer on the questions your clients and prospects actually ask. That difference in focus is what this page compares.
| Dimension | Profound | Selectio |
|---|---|---|
| Built for | Brands across industries. Its industry pages cover travel and hospitality, retail and pharmaceuticals 1 | Law firms only |
| What it measures | How a brand and its competitors appear in AI answers: citations, sentiment, ranking and competitive presence 2 | The firm, each practice and each named lawyer, on the questions clients ask |
| Who writes the questions | Trial: a recommended prompt set for your industry, which cannot be edited. Enterprise: you edit, disable or add prompts 2 | Practice question sets written in the buyer's words: the ranking questions a client asks, and the situations a client describes |
| Engines | Trial: ChatGPT, Gemini and Google AI Overviews. Enterprise: up to 9, including Perplexity, Claude, Microsoft Copilot and DeepSeek 2 | ChatGPT, Perplexity, Gemini, Claude and Google AI Overviews, reported engine by engine |
| Legal directories | Not covered on its site 12 | AI answers read beside the directory standings legal buyers trust, such as Chambers |
| Who does the work | “AI Marketer” agents draft content and campaigns for your team to approve 1 | We set the strategy and review every change. Your agency, or ours, writes and publishes. Your firm approves. |
| Price | Free 7-day trial; Enterprise is custom 2 | Two audit packages, Practice and Firm, and the monthly Authority program. Scope and price are agreed on a strategy call. |
Profound facts checked October 19, 2026.
Is AI visibility a brand question or a firm question? A consumer brand has one name and a large set of questions about it. A law firm is three things to an AI engine: the firm, each practice, and each lawyer by name. A firm can be named for its restructuring work and missing entirely when a client asks about its healthcare practice. A platform that scores one brand name reports an average that hides that gap.
Who writes the questions? The questions decide the result. Profound's trial uses a recommended industry prompt set that cannot be edited, and its Enterprise plan lets your team write its own 2. Selectio starts from practice question sets written the way a general counsel or an injured client actually asks, so the measurement reflects the moment a firm is chosen.
Who runs the program? Profound gives a marketing team agents that draft content for approval 1. That suits a team with the time and headcount to run it. Most law firm marketing teams are small, and the work AI visibility needs (directory profiles, practice pages, partner bios, third-party mentions) competes with everything else your team does. We set the strategy, rank what to do first and review every change. Your agency, or ours, does the writing.
How many engines matter? Profound's Enterprise plan tracks up to 9 engines 2. We measure five: ChatGPT, Perplexity, Gemini, Claude and Google's AI Overviews. Whatever the count, ask to see results engine by engine, because the engines disagree with each other about which firms to name.
One goal: your firm owns what it wants to be known for in AI.
That is the Visibility Loop.
Run the free AI visibility check and see how the engines answer for your firm today.
See what AI says about your firm →