Field Report 2 · ChatGPT
Which Personal Injury Lawyers ChatGPT Recommends in Morris County
Field report 2 of our AI recommendation study. We asked ChatGPT 10 questions the way someone hurt in Morris County would. Google Maps lists 74 personal injury law firms in the county. ChatGPT named 18 of them. The other 56 didn't come up once. And both firms that paid to appear next to those answers are based outside the county.
At a glance
| Measure | ChatGPT |
|---|---|
| Questions asked | 10 |
| Names ChatGPT gave | 41 |
| Morris County personal injury firms named | 18 of 74 |
| Firms never named | 56 (76%) |
| Names that weren't on the list | 9 |
Of those 9: six were lawyers outside Morris County, and three were Morris County lawyers that Google doesn't list as personal injury attorneys.
What ChatGPT said
Each question, word for word, and every lawyer or firm ChatGPT named, in the order it named them.
| Question | Who ChatGPT named |
|---|---|
| Who is the best personal injury lawyer in Morristown, NJ? | Scott G. Leonard – Leonard Legal Group; Howard D. Popper – Popper Law; Michael P. Burakoff – Law Offices of Michael P. Burakoff; Seigel Law |
| What's the best car accident lawyer in Morris County, NJ? | DeZao & DeZao, P.C.; Barreto Law Firm LLC; Seigel Law; Brach Eichler Injury Lawyers; Howard D. Popper, Attorney at Law |
| I was rear-ended on Route 46 in Parsippany, NJ. Which lawyer should I call? | DeZao & DeZao, P.C.; Embden Law, LLC; Lutz Injury Law |
| Who's a good slip and fall lawyer near Rockaway, NJ? | Kevin T. Kutyla, Esq.; Levinson Axelrod, P.A.; Robert Forrest |
| I got hurt at work in Randolph, NJ. Which workers' comp lawyer should I talk to? | Kevin T. Kutyla, Esq.; Victor B. Matthews; Sharon L. Freeman; William N. Grabler; Todd J. Leonard |
| I was hit by a truck on Route 80 near Denville, NJ. Who's the best truck accident lawyer? | Todd J. Leonard Law Firm; Garces, Grabler & LeBrocq; DeZao & DeZao, P.C.; Novak Injury Law |
| My mother was injured in a nursing home in Madison, NJ. Which lawyer handles nursing home neglect? | Leonard Legal Group; Davis & Brusca; Mazie Slater Katz & Freeman; Law Office of Glenn Verchick |
| Which personal injury lawyer in Morris County, NJ only gets paid if I win? | Hoyt & Hoyt, PC; Howard D. Popper, P.C.; Law Offices of James Vasquez; Gold, Albanese, Barletti LLC; The Epstein Law Firm, P.A. |
| What's the most trusted personal injury law firm in Morris County, NJ? | DeZao & DeZao, P.C.; Barreto Law Firm LLC; Bongiovanni Collins & Warden; Brach Eichler Injury Lawyers; Law Offices of Michael P. Burakoff, P.A. |
| Tuve un accidente de carro cerca de Dover, NJ. ¿Qué abogado me recomiendas? Busco uno que hable español. (I had a car accident near Dover, NJ. Which lawyer do you recommend? I'm looking for one who speaks Spanish.) | Law Offices of Nelson Gonzalez; Garces, Grabler & LeBrocq – Dover, NJ; Rose Harper Law – Parsippany, NJ |
What we noticed
- One firm came up most. DeZao & DeZao was named in 4 of the 10 answers, more than any other firm. It also has the most Google reviews of any personal injury firm in the county: 455. Howard D. Popper and Garces, Grabler & LeBrocq were named 3 times each, counting William N. Grabler, who was named on his own.
- Naming the town only worked in the big towns. For Morristown and Parsippany, all 7 names were firms in that town. For Rockaway, Randolph, Denville and Madison, 3 of the 16 names were.
- Specialties went outside the county. For nursing home neglect in Madison, 3 of the 4 names were outside Morris County. Across all 10 answers, 6 names were.
- Reviews helped, but didn't decide. Firms ChatGPT named had a median of 34.5 Google reviews. Firms it never named had 8.5. But 6 of the county's 10 most-reviewed personal injury firms weren't named in any answer, and one firm with 3 reviews was.
- Same pattern as med spas. In our first field report, ChatGPT never named 75% of the county's med spas. For personal injury firms, it's 76%.
Ads ChatGPT showed
5 of the 10 answers came with an ad, from just 2 advertisers. Neither is on our list of Morris County personal injury firms, and neither was named in any answer.
| Advertiser | What the ad said | Where they're based | Times shown |
|---|---|---|---|
| Ellis Law, P.C. | New Jersey Personal Injury Lawyer | Freehold, NJ (Monmouth County) | 4 |
| Eichen Crutchlow Zaslow, LLP | NJ Personal Injury Lawyers | Edison and Toms River, NJ | 1 |
Both ads were pitched at New Jersey as a whole. Ellis Law's said that for over 35 years it has recovered millions for accident victims across the state. Eichen Crutchlow Zaslow's claimed over $1 billion in verdicts and settlements. In our med spa report, 9 of the 10 answers came with an ad, from 6 advertisers, most of them out of state. Here there were fewer ads, all from New Jersey firms, and one firm had 4 of the 5. No Morris County firm's ad showed up.
What this means if you run a personal injury firm
When someone who's been hurt asks ChatGPT who to call, it gives a short list of three to five names. If you're not on it, that person may never see your reviews or your website.
- Ask it yourself. Type the questions above with your town and your case types in them. See whether you come up, and what it says about you when you do.
- Don't count on your town. Outside Morristown and Parsippany, ChatGPT mostly named firms from other towns, and for a specialty it went outside the county. A page for each case type you take and each town you serve is the first thing we'd check. That's our next test, not a proven cause.
- Look at who it named instead. 6 of the names ChatGPT gave were lawyers outside Morris County, competing for cases in your backyard.
- Look at the ad space. Two firms from outside the county are paying to show up next to these answers. Ellis Law, from Freehold, appeared in 4 of them. No Morris County firm's ad did.
Want to know what ChatGPT, Gemini and Google AI Mode say about your firm?
Request your private result. You'll get every answer that named you, and who came up instead.
Get my private result →How we did it
- When and where: ChatGPT, signed out, November 12, 2026. Each question in a new chat, word for word, with no follow-up questions.
- The list: every business Google Maps lists as a personal injury attorney in Morris County, from searches for personal injury, car accident, workers' comp and slip and fall lawyers, pulled November 12, 2026. Lawyers listed separately from their firm, and a firm's offices in different towns, count as one firm: 81 listings became 74 firms.
- Counting: every lawyer or firm ChatGPT named, once per answer, in the order it named them. A lawyer named on their own counts for their firm.
- Ads: we screenshotted each ad ChatGPT showed and looked up where the advertiser is based. Ads are counted separately from the names in the answers.
- Limits: this is one round. AI answers change from one ask to the next, so we're asking the same 10 questions twice more before drawing conclusions, then doing the same for Gemini and Google AI Mode. Some firms that take injury cases aren't listed by Google as personal injury attorneys, so they aren't in the 74.
We report what ChatGPT said. We don't rank, rate or endorse any lawyer, and this is not legal advice.