As clinicians, it's worth understanding how this shift works and what it may mean for our practices.

AI Is Becoming a Referral Source

Historically, therapists have been found through a combination of:

• Word-of-mouth referrals

• Colleagues and professional networks

• Insurance directories

• Psychology Today

• Google searches

• Community organizations

Now there is a new layer.

When someone asks an AI assistant for therapist recommendations, the AI typically pulls information from publicly available sources across the internet. Depending on the platform, this may include:

• Professional websites

• Directory listings

• Published articles

• Podcasts and interviews

• Professional organizations

• Reviews and public mentions

• Social media profiles

• Academic publications

• News coverage

The result is that therapists who have a strong and consistent online presence are more likely to appear in AI-generated recommendations.

What AI Looks For

While the exact algorithms differ, AI systems tend to do best when they can clearly answer questions such as:

• Who are you?

• What do you specialize in?

• Where do you practice?

• Who do you work with?

• Why might someone choose you?

Many therapist websites unintentionally make this difficult.

For example, a website may say:

"I provide compassionate, individualized therapy in a warm and supportive environment."

While true, hundreds of thousands of therapist websites say something similar.

AI systems often perform better when the information is specific:

"I am a Brooklyn-based psychologist who specializes in OCD, anxiety disorders, and exposure-based treatment for adolescents and young adults."

Specificity helps both people and AI understand what you do.

Your Website Matters More Than Ever

For years, many therapists viewed their website as a digital business card.

Increasingly, it functions more like a professional profile that AI systems read and summarize.

Some questions worth asking:

• Does your website clearly state your specialties?

• Does it describe the populations you serve?

• Does it mention your geographic area?

• Does it include your credentials?

• Does it explain your approach in plain language?

• Does it contain useful content beyond a simple biography?

The more clearly your expertise is communicated, the easier it is for both humans and AI systems to understand your work.

Content Creates Visibility

One interesting pattern is that therapists who create content often appear more frequently in AI-generated responses.

Content can include:

• Blog posts

• Articles

• Podcast appearances

• Educational videos

• Newsletter content

• Professional talks

• Media interviews

You do not need to become an influencer.

Even a handful of thoughtful articles about topics you regularly treat can help establish a clearer professional identity online.

For example, if you specialize in ADHD, writing several articles about ADHD in adults, executive functioning, medication, accommodations, and relationships creates a much richer picture than a simple directory listing.

Reputation Still Matters

AI is not replacing professional reputation.

In many cases, it amplifies it.

When clinicians are mentioned repeatedly by colleagues, organizations, podcasts, conferences, publications, and professional networks, that information becomes part of the public ecosystem that AI systems can access.

The same things that have always built strong practices still matter:

• Doing good work

• Building relationships

• Developing expertise

• Teaching

• Speaking

• Writing

• Contributing to professional communities

AI simply creates another pathway through which people may discover those efforts.

What Therapists Can Do Right Now

You do not need to become an AI expert.

However, you may want to:

1. Review your website through the eyes of a prospective client.

2. Clearly state your specialties and populations.

3. Update outdated biographies and directory listings.

4. Create a few pieces of educational content in your areas of expertise.

5. Maintain accurate information across directories and professional websites.

6. Continue cultivating professional relationships and referral networks.

The therapists who are easiest to understand online are often the easiest for AI systems to recommend.

The Bigger Picture

Many of us remember when websites felt optional.

Then websites became essential.

Later, online directories became important.

Today, AI-assisted search is becoming another way that clients navigate the mental health landscape.

No one knows exactly how large this shift will become, but one thing is increasingly clear: visibility matters.

The good news is that the skills required to become more visible are largely the same skills that have always built strong professional reputations—clarity, expertise, consistency, and meaningful contributions to your community.

The tools may be changing. The fundamentals are not.

Kari Groff MD

Founder, BBMHG