Co-authored by Suzanne Donnels, SDC and Elizabeth Lampert, ELPR and Featured in The Recorder Law.com.

Wikipedia has become an underestimated reputation lever for law firms in the AI era. As artificial intelligence increasingly relies on authoritative third‑party sources, incomplete or outdated Wikipedia entries can quietly shape how firms and their leaders are described at scale. In a recent Recorder article, Elizabeth Lampert and Suzanne Donnels examine why Wikipedia requires the same strategic care as any other core reputational asset, grounded in accuracy, sourcing, and editorial discipline.

Chambers rankings are widely recognized as a benchmark for Canadian law firms, but earning a top spot involves more than submitting polished materials. The client referee process is frequently underestimated and treated as a routine task completed at the last minute, rather than as a strategic priority. Client referees, which refers to the clients and peers who provide feedback to Chambers researchers, play a decisive role in your ranking and often make up most of the evaluation criteria. Firms that approach referee engagement thoughtfully and proactively are positioned to achieve stronger results in the Chambers assessment.

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