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Study · Lawyers · Riga

How a ChatGPT-style AI picks a lawyer in Riga

We asked an OpenAI model with web search customer questions about lawyers in Riga and recorded what it searched for, on which sites and what it recommended. 108 answers to 49 questions, 20–25 October 2026.

108 answers · 49 questions · 20–25 October 2026

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What customers ask

The questions we put to the AI

Examples from the study's questions (written the way customers write them):

  • «juridiskās konsultācijas Rīgas centrā — ko iesakāt?»
  • «cik maksā jurista konsultācija Rīgā»
  • «juridiskais birojs Rīgas centrā uzņēmumiem»
  • «сколько стоит консультация юриста в Риге»
  • «хороший юрист в Риге отзывы»
  • «юридическое бюро в центре Риги для бизнеса»

Some questions named a specific Riga district (14 of 49).

How the AI searched

Before answering: a web search

3.1 searches per answer on average.

Answers and the AI's searches
Answers the AI searched the web for first108 of 108 (100%)
Russian questions: searches in English or mixed57 of 168 (34%)
Latvian questions: searches in English or mixed23 of 168 (14%)
Searches for a business's official website87 of 336 (26%)
Where the AI searched

Sites in the AI's search results

Answers whose search results included at least one site of this kind. One answer can count in several rows.

Answers by kind of site
Websites of the businesses the AI named108 of 108 (100%)
Directories and catalogs90 of 108 (83%)
Booking, delivery and service platforms41 of 108 (38%)
Media, blogs and guides5 of 108 (5%)
Review and rating sites16 of 108 (15%)
Social networks0 of 108 (0%)
Map place pages (Google Maps etc.)0 of 108 (0%)
Sites

Platforms the AI saw most often in this niche

Businesses' own websites are not named.

Answers whose results included this site
getapro.lv · Booking, delivery and service platforms40 of 108 (37%)
viss.lv · Directories and catalogs34 of 108 (31%)
ss.lv · Directories and catalogs25 of 108 (23%)
zl.lv · Directories and catalogs23 of 108 (21%)
1188.lv · Directories and catalogs22 of 108 (20%)
balticmarket.lv · Directories and catalogs18 of 108 (17%)
What the AI said

What the AI included in its answers

Answers that contained this information or link.

Answers with this information
Price18 of 108 (17%)
Rating12 of 108 (11%)
Number of reviews10 of 108 (9%)
Opening hours or “24 hours”0 of 108 (0%)
A link to a named business's own website106 of 108 (98%)
Link to a source in the answer text34 of 108 (31%)
How many businesses

Which and how many businesses the AI named

  1. 2.2 businesses named per answer on average.

  2. 91 different businesses named across 108 answers; 41 of 91 (45%) of them only once.

  3. 17% of mentions (40 of 233) went to the three most-named businesses.

  4. 57% of answers to the same question on another day named that question's most-named business again (16 questions).

Business names are not published.

What to do

Steps that follow from this data

  1. Be in the directories and platforms the AI's search finds

    In this niche most often: getapro.lv, viss.lv, ss.lv. Check that your listing is there and that your name, address, phone and opening hours match your Google profile.

  2. Answer customers' questions on your own website

    The AI looked for a business's official website in 87 of 336 (26%) of searches, and a link to a business it named went to that business's own website in 222 of 229 (97%) of cases. Write clear sections about what customers ask: consultation fees, divorce, court representation, services for companies.

  3. Practice areas and the consultation fee

    The AI quoted a consultation fee in 18 of 108 (17%) of answers. Give each practice area its own page (e.g. family law, court representation) and, if you can, state the price of a first consultation.

  4. A short English version

    For Russian questions 57 of 168 (34%) of the AI's searches were in English or mixed. A short English page with your services, address, prices and contacts helps you show up in those searches too.

  5. Fresh reviews and the same facts everywhere

    The AI quoted a rating in 12 of 108 (11%) and a review count in 10 of 108 (9%) of answers. Ask for reviews regularly and keep the same facts on your Google profile, website and in directories.

Nobody can guarantee AI recommendations; these steps make your business easier to find and understand.

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