LexBlog being the largest network of lawyer-authored legal publishing, I am regularly asked about how this publishing should be used by large language models (LLMs).
The questions are understandable. Many people hold the view that legal publishing should not be used by LLMs at all, especially with headlines like the latest gimmick from Perplexity—its Comet Plus product.
Under this model, publishers agree to let Perplexity use their content. That publishing then sits behind Comet Plus, available only to subscribers who pay $5 per month. Publishers get 80% of the revenue, receiving a “kickback” each time their content is accessed through Perplexity’s browser, search, or AI assistant.
But should lawyers, academics, and law firms even worry about whether their published work is scraped by LLMs, or whether they should be paid for it?
Different from Newspapers and Books
For legal publishers, the model is not the same as for newspapers, books, or ad-supported media. Those industries monetize by selling access to content or ad inventory. Lawyers do not.
Lawyers and law firms are not looking to make money from their publishing. They are looking to make money because of their publishing, through the reputation and relationships it builds.
The Value of Citation
LLMs, like Google Summaries or ChatGPT, know their credibility hinges on displaying sources. That means citing the lawyer, the law firm, and the original published work as a source. They already do this with blogs.
And when a lawyer’s work is cited, the lawyer’s authority grows. Reputation is built. Relationships are formed. Business follows.
A Familiar Shift
Twenty-five years ago, lawyers and law firms swore they’d never give away their work for free on websites or blogs. Today, the same lawyers and firms are desperate to make their publishing freely abvailable.
LLMs seek out credible, authoritative voices. This is an opportunity for experienced, caring lawyers to build a real name for themselves and a stronger book of business.
Questionable Practices by LLM’s
Will there be questionable uses of legal publishing by LLMs? Of course. Those practices should be called out and held accountable.
But to rule out LLMs altogether is to miss the point. For legal publishers, LLMs may not be the enemy. Done right, they may be a powerful ally in amplifying your voice, extending your reach, and strengthening the reputation that fuels your business.