Lawyer · Legal Marketing & Legal AI · Author
Pawan Khatri
A lawyer building at the intersection of legal marketing and legal AI. Founder of Konan & Spade LMA and inchambers.ai, and author of GEO for Law Firms, the first framework for getting a law firm cited by AI.
What I work on
Helping law firms get named by the machine that now answers first
Prospective clients increasingly ask ChatGPT, Gemini, and Perplexity for a lawyer before they ever open a search engine, and most never click a website. They act on the firms the AI names. For law firms, getting into that answer is its own discipline, won across an ecosystem of authoritative sources a firm mostly does not control.
The Authority Map
An 8-category, dual-weighted model of every source that decides whether an AI engine cites a law firm, scored by what AI can actually read.
Explore the framework →02Konan & Spade LMA
A marketing agency built exclusively for law firms: GEO, SEO, lead generation, and managed directory submissions across 15+ jurisdictions.
Visit the agency →03inchambers.ai
A privacy-first legal AI platform for drafting, review, and research inside the browser or Microsoft Word, where a firm's documents never leave its hands.
Visit inchambers.ai →04Writing & speaking
The book GEO for Law Firms, plus talks and writing on generative engine optimisation, legal directories, and the changing economics of law-firm growth.
About the book →
The book · out now
The first framework for being cited as a law firm
Most GEO advice will not get a firm into the AI's answer, because law firm GEO is a different game. AI does not trust marketing copy on a legal question. It leans on directories, legal media, and reputation data a firm mostly does not control.
GEO for Law Firms is built around the Law Firm GEO Authority Map: a model of every source that decides whether AI recommends a firm, re-weighted by what AI can actually read, and the surprising inversion that makes prestigious, paywalled sources worthless for AI visibility.
Paperback & Kindle · ISBN 978-8168917828 · Published 12 July 2026.