Google is continuing to blur the lines between search, AI, and local listings. A new test is rolling out on mobile search where Google displays an AI-generated description directly within a law firm’s Google Business Profile (GBP).
This description is not manually written by the firm. Instead, it’s compiled by Google using information pulled from the firm’s website, social profiles, and third-party online directories. In some cases, this new module also includes a “Dive deeper in AI Mode” button, creating another entry point into Google’s AI-powered search experience.
What’s New
On mobile, some users are now seeing:
- An AI-generated firm summary embedded within the GBP experience
- Language synthesized from multiple external sources, not just the firm’s GBP description
- A prominent “Dive deeper in AI Mode” CTA that moves users from local search into AI Overviews
This effectively turns a law firm’s GBP into a launch point for AI Mode, rather than a static local listing. Users can go from a map result to an AI-curated overview of the firm without ever visiting the firm’s website.
Our Take
This is a significant shift for local legal search.
Historically, law firms controlled their GBP messaging through business descriptions, services, photos, and reviews. With AI-generated summaries, Google is now re-interpreting a firm’s identity using whatever signals it trusts most across the web.
For lawyers, that raises a few important considerations:
- Your website, social bios, and directory listings are no longer just supporting assets—they are now primary inputs into how Google describes your firm
- Inconsistencies across platforms may surface directly in search results, not just behind the scenes
- AI Mode is becoming a parallel decision-making layer, not a secondary experience
The addition of a “Dive deeper in AI Mode” button is especially telling. Google isn’t just summarizing information—it’s actively encouraging users to stay inside AI-driven discovery rather than clicking through to individual firm sites.
For firms that rely heavily on branded search, local SEO, and GBP performance, this introduces a new variable: you may not fully control the narrative users see first.
What ADSQUIRE Is Doing
We’re actively preparing clients for this shift by tightening control over the inputs Google is using to generate these summaries.
Our approach includes:
- Auditing law firm websites, social profiles, and directory listings for consistency, clarity, and compliance
- Monitoring mobile GBP behavior to understand how AI summaries and AI Mode entry points affect click patterns and call volume
- Adjusting paid search strategies to account for users who may never reach a traditional landing page
As Google continues to integrate AI deeper into local search, the firms that perform best will be the ones that treat every online surface as a first impression—not just their homepage.
The Bottom Line
Google’s AI-generated GBP descriptions signal a broader move toward AI-mediated local discovery, especially on mobile. Law firms should assume that Google is now actively interpreting, summarizing, and presenting their brand—sometimes before a user ever sees their site.
In this environment, consistency, clarity, and strategic positioning across the entire web matter more than ever. At ADSQUIRE, we’re helping law firms stay ahead of these changes by ensuring Google’s AI is telling the right story.
