Benchmark Bureau

OpenAI API pilot · Release 01

Who OpenAI recommends in Utah personal injury.

We asked 200 natural buyer questions across Utah, preserved every source and answer, and audited every firm-level event. Parker & McConkie led the statewide field; local and case-type rankings tell a more complicated story.

View the rankingDownload the data

Scope: an exploratory, OpenAI-only API pilot—not a measure of all AI systems, consumer ChatGPT, legal quality, or actual client referrals.

01

The statewide field has a clear leader.

Recommendation rate is the percentage of eligible answers in which a firm was affirmatively recommended. More than one firm can be recommended in an answer, so the rates do not sum to 100%.

47.5%

Parker & McConkie

Recommended in 95 of 200 answers—15 percentage points ahead of the statewide runner-up.

92.5%

Salt Lake is different

Cutt, Kendell & Olson led Salt Lake City prompts, appearing in 37 of 40 answers.

133

A long competitive tail

The system recommended 133 distinct firms at least once. Overall rank is broad; durable visibility is much more concentrated.

293

A wide retrieval layer

Search ran in every answer and surfaced 293 distinct domains. The report separates consulted results from sources actually cited inline.

02

Overall recommendation rank

The primary ranking uses recommendation rate, then first-choice rate, top-five rate, and alphabetical order for exact remaining ties. Counts are collapsed to one event per firm per answer.

RankFirmRecommendation rateTop fiveFirst choiceAnswers
1Parker & McConkie47.5%40.5%6.5%95/200
2Cutt, Kendell & Olson32.5%29.5%5.3%65/200
3The Advocates26.0%19.5%0.5%52/200
4McMullin Injury Law19.5%19.0%3.5%39/200
5Mortensen & Milne19.0%19.0%2.5%38/200
6Eisenberg Lowrance Lundell Lofgren19.0%17.5%0.0%38/200
7Swenson & Shelley Law16.5%12.5%2.5%33/200
8Younker Hyde Macfarlane13.0%10.0%1.0%26/200
9Liberty Law Group12.5%9.0%0.5%25/200
10Witt Law12.0%10.5%1.0%24/200
Show all 133 recommended firms
RankFirmRecommendation rateTop fiveFirst choiceAnswers
1Parker & McConkie47.5%40.5%6.5%95/200
2Cutt, Kendell & Olson32.5%29.5%5.3%65/200
3The Advocates26.0%19.5%0.5%52/200
4McMullin Injury Law19.5%19.0%3.5%39/200
5Mortensen & Milne19.0%19.0%2.5%38/200
6Eisenberg Lowrance Lundell Lofgren19.0%17.5%0.0%38/200
7Swenson & Shelley Law16.5%12.5%2.5%33/200
8Younker Hyde Macfarlane13.0%10.0%1.0%26/200
9Liberty Law Group12.5%9.0%0.5%25/200
10Witt Law12.0%10.5%1.0%24/200
11Truman & Radford11.0%10.0%1.0%22/200
12Howard, Lewis & Petersen, P.C.10.5%10.0%1.5%21/200
13Ruesch Reeve Werrett & Jones10.0%8.5%2.5%20/200
14Stephen Farr Law9.0%7.0%2.0%18/200
15Steele Adams Hosman9.0%5.5%0.0%18/200
16Dewsnup King Olsen Worel Havas (DKOW)8.5%8.0%1.5%17/200
17The Schriever Law Firm8.5%7.5%0.5%17/200
18Farr, Cragun & Berube, P.C.8.5%6.5%0.0%17/200
19Kaufman, Nichols & Kaufman8.0%7.0%1.5%16/200
20Siegfried & Jensen8.0%6.5%0.5%16/200
21Feller & Wendt8.0%6.5%0.0%16/200
22We Win Injury Law7.5%7.0%1.0%15/200
23BAM Injury Law7.0%4.0%0.5%14/200
24London Harker6.0%6.0%1.0%12/200
25Kristopher K. Greenwood & Associates5.5%3.5%0.0%11/200
26Mountain View Law Group5.5%3.0%0.0%11/200
27Pearson Butler5.0%4.5%0.3%10/200
28Flickinger • Boulton • Robson • Weeks5.0%5.0%0.0%10/200
29Kelly H. Macfarlane, PLLC4.5%4.5%0.0%9/200
30Nance Law4.5%3.5%0.0%9/200
31Rimrock Law Firm4.5%3.5%0.0%9/200
32Lowe Law Group4.5%3.0%0.0%9/200
33Handy & Handy4.0%2.5%0.5%8/200
34Strong Law Accident & Injury Attorneys4.0%2.0%0.0%8/200
35Jardine Law Offices3.5%2.0%0.0%7/200
36McMinn Law Firm3.0%3.0%0.5%6/200
37Christensen & Jensen3.0%2.0%0.0%6/200
38Gunter Injury Law2.5%2.5%0.5%5/200
39Prisbrey Law Office2.5%1.5%0.5%5/200
40Lance Andrew P.C.2.5%2.5%0.0%5/200
41Young, Kester, Black & Jube2.5%2.5%0.0%5/200
42Waddoups Law2.5%2.0%0.0%5/200
43Christensen & Hymas2.5%1.5%0.0%5/200
44Christensen Law2.5%1.5%0.0%5/200
45Utah Personal Injury Law Firm2.5%1.5%0.0%5/200
46Utah Motorcycle Law2.0%2.0%1.0%4/200
47Froerer & Miles2.0%2.0%0.5%4/200
48Craig Swapp & Associates2.0%1.5%0.0%4/200
49Garner Law Firm2.0%1.5%0.0%4/200
50Johnson Livingston2.0%1.5%0.0%4/200
51Palmer Injury Lawyers2.0%1.5%0.0%4/200
52Hepworth Legal2.0%1.0%0.0%4/200
53Adams Davis1.5%1.5%0.0%3/200
54Broadbent Law, PLLC1.5%1.5%0.0%3/200
55EGC Legal / Elegal1.5%1.5%0.0%3/200
56McKell Thompson Wise, PLLC1.5%1.5%0.0%3/200
57Sykes McAllister1.5%1.5%0.0%3/200
58The Utah Injury Lawyer1.5%1.5%0.0%3/200
59Weber Law Group1.5%1.5%0.0%3/200
60Young Law Corp.1.5%1.5%0.0%3/200
61Bighorn Law1.5%1.0%0.0%3/200
62Boyack Christiansen Legal Solutions1.5%1.0%0.0%3/200
63Brian Hills Law1.5%1.0%0.0%3/200
64Dyer Law Group1.5%1.0%0.0%3/200
65Fontenot Law, P.C.1.5%1.0%0.0%3/200
66Gridley, Ward & Hamilton1.5%1.0%0.0%3/200
67Rasmussen & Miner1.5%1.0%0.0%3/200
68Rex B. Bushman, Attorney at Law1.5%1.0%0.0%3/200
69The Law Office of Brett G. Pearce1.5%1.0%0.0%3/200
70Will Andrews Law1.0%1.0%0.5%2/200
71Abbott Law Firm1.0%1.0%0.0%2/200
72Brass & Cordova1.0%1.0%0.0%2/200
73Fillmore Spencer LLC1.0%1.0%0.0%2/200
74Gross & Rooney1.0%1.0%0.0%2/200
75McGinnis Injury Law1.0%1.0%0.0%2/200
76Strachan, Strachan & Simon1.0%1.0%0.0%2/200
77Turner Stack & Caplin1.0%1.0%0.0%2/200
78Froerer & Associates1.0%0.5%0.0%2/200
79James Esparza Law Group1.0%0.5%0.0%2/200
80Jeffs & Jeffs, P.C.1.0%0.5%0.0%2/200
81LifeLaw1.0%0.5%0.0%2/200
82Cockayne Law1.0%0.0%0.0%2/200
83Creekside Injury Law1.0%0.0%0.0%2/200
84Ipson Law Firm1.0%0.0%0.0%2/200
85Larsen, Larsen, Nash & Larsen1.0%0.0%0.0%2/200
86Sullivan Law Group0.5%0.5%0.5%1/200
87Allan & Easton, LLC0.5%0.5%0.0%1/200
88Allred, Vogt & Stuart0.5%0.5%0.0%1/200
89Brad DeBry / LawyerUp0.5%0.5%0.0%1/200
90Brad DeBry Law Firm0.5%0.5%0.0%1/200
91Burbidge | Mitchell0.5%0.5%0.0%1/200
92Conrad Law / Salt Lake Catastrophic Injury Attorney0.5%0.5%0.0%1/200
93DKOW — Durham Jones & Pinegar / DKOW0.5%0.5%0.0%1/200
94DKOW — Eisenberg, Lowrance, Lundell, Lofgren0.5%0.5%0.0%1/200
95Douglas D. Terry & Associates0.5%0.5%0.0%1/200
96Fabian VanCott0.5%0.5%0.0%1/200
97Fabian VanCott — ask for Charles “Chuck” Conrad or Esther Aboussou0.5%0.5%0.0%1/200
98Fabian VanCott / Salt Lake Catastrophic Injury Attorney0.5%0.5%0.0%1/200
99Jacob Jensen & Associates0.5%0.5%0.0%1/200
100James Dodge Russell & Stephens0.5%0.5%0.0%1/200
101John Cummings, Attorney at Law0.5%0.5%0.0%1/200
102Kesler & Rust0.5%0.5%0.0%1/200
103Parr Brown0.5%0.5%0.0%1/200
104Peter W. Summerill0.5%0.5%0.0%1/200
105Preston Day Law0.5%0.5%0.0%1/200
106Randall K. Spencer / Spencer Law0.5%0.5%0.0%1/200
107Salt Lake Catastrophic Injury Attorney / Conrad Law0.5%0.5%0.0%1/200
108Shane Gosdis Law0.5%0.5%0.0%1/200
109Smith Knowles, P.C.0.5%0.5%0.0%1/200
110The Action Firm0.5%0.5%0.0%1/200
111The Law Office of Erik L. Mullins0.5%0.5%0.0%1/200
112Tyler Todd / The Cochran Firm0.5%0.5%0.0%1/200
113Tyler Young / Utah Injury0.5%0.5%0.0%1/200
114Utah Injury Lawyers0.5%0.5%0.0%1/200
115Utah Legal Team0.5%0.5%0.0%1/200
116CEDA Law Group0.5%0.0%0.0%1/200
117Chad B. McKay0.5%0.0%0.0%1/200
118Dexter & Dexter0.5%0.0%0.0%1/200
119Eaton Law0.5%0.0%0.0%1/200
120Fillmore Spencer / Randall K. Spencer0.5%0.0%0.0%1/200
121Gallian Welker & Associates0.5%0.0%0.0%1/200
122Jeffery C. Metler0.5%0.0%0.0%1/200
123Law Office of Brian D. Kelm0.5%0.0%0.0%1/200
124MacArthur, Heder & Metler0.5%0.0%0.0%1/200
125Moxie Law Group0.5%0.0%0.0%1/200
126Pacific Legal Group / Robert C. Avery0.5%0.0%0.0%1/200
127Pawelek & Gale0.5%0.0%0.0%1/200
128Pettitt Law0.5%0.0%0.0%1/200
129Rawlings & Associates0.5%0.0%0.0%1/200
130Robinson Injury Law0.5%0.0%0.0%1/200
131Top Law Utah0.5%0.0%0.0%1/200
132Wilde Law0.5%0.0%0.0%1/200
133William M. Morris, P.C.0.5%0.0%0.0%1/200

Source: Benchmark Bureau · OpenAI Responses API · 200/200 valid answers · one repetition · observed Aug 11, 2026

03

The answer changes with geography.

Each location contains 40 balanced questions. A cell shows segment rank and recommendation rate; a dash means the firm was never recommended in that segment.

Overall firmUtah statewideSalt Lake CityProvo / Utah CountyOgden / Weber CountySt. George / southern Utah
#1 Parker & McConkie#437.5%#237.5%#160.0%#177.5%#725.0%
#2 Cutt, Kendell & Olson#255.0%#192.5%#1410.0%#252.5%#182.5%
#3 The Advocates#820.0%#620.0%#432.5%#435.0%#822.5%
#4 McMullin Injury Law#422.5%———#195.0%
#5 Mortensen & Milne#155.0%#522.5%#715.0%#272.5%—
#6 Eisenberg Lowrance Lundell Lofgren#347.5%#432.5%#187.5%#205.0%#202.5%
#7 Swenson & Shelley Law#1310.0%#335.0%#1210.0%#1315.0%#542.5%
#8 Younker Hyde Macfarlane#622.5%#335.0%#227.5%——
#9 Liberty Law Group#532.5%#915.0%#1112.5%—#242.5%
#10 Witt Law————#260.0%

Local leaders

Utah statewide

Mortensen & Milne

22/40 · 55.0%

Salt Lake City

Cutt, Kendell & Olson

37/40 · 92.5%

Provo / Utah County

Parker & McConkie

24/40 · 60.0%

Ogden / Weber County

Parker & McConkie

31/40 · 77.5%

St. George / southern Utah

McMullin Injury Law

38/40 · 95.0%

04

Case type reorganizes the shortlist.

The design includes 40 questions each for car accidents, commercial-truck crashes, motorcycle accidents, wrongful death, and catastrophic brain or spinal injuries.

Overall firmCar accidentsCommercial trucksMotorcyclesWrongful deathBrain / spinal injury
#1 Parker & McConkie#427.5%#152.5%#145.0%#157.5%#155.0%
#2 Cutt, Kendell & Olson#330.0%#340.0%#325.0%#520.0%#247.5%
#3 The Advocates#140.0%#242.5%#242.5%#285.0%—
#4 McMullin Injury Law#522.5%#1017.5%#520.0%#420.0%#1017.5%
#5 Mortensen & Milne#187.5%#822.5%—#232.5%#332.5%
#6 Eisenberg Lowrance Lundell Lofgren#232.5%#627.5%#382.5%#197.5%#425.0%
#7 Swenson & Shelley Law#717.5%#725.0%#267.5%#1212.5%#820.0%
#8 Younker Hyde Macfarlane#177.5%#315.0%#717.5%#1610.0%#525.0%
#9 Liberty Law Group#237.5%#532.5%#422.5%——
#10 Witt Law#815.0%#255.0%#2310.0%#715.0%#1115.0%

Case-type leaders

Car accidents

The Advocates

16/40 · 40.0%

Commercial trucks

Parker & McConkie

21/40 · 52.5%

Motorcycles

Parker & McConkie

18/40 · 45.0%

Wrongful death

Parker & McConkie

23/40 · 57.5%

Brain / spinal injury

Parker & McConkie

22/40 · 55.0%

05

The wording of the buying question matters.

Open shortlists, explicit first-choice requests, experience questions, and circumstance-fit questions each contain 50 observations.

OPEN

Open shortlist

  1. Parker & McConkie56.0%
  2. The Advocates42.0%
  3. Cutt, Kendell & Olson40.0%

n=50

FIRST

One first call

  1. Cutt, Kendell & Olson22.0%
  2. Parker & McConkie16.0%
  3. McMullin Injury Law16.0%

n=50

EXP

Relevant experience

  1. Parker & McConkie64.0%
  2. The Advocates36.0%
  3. Cutt, Kendell & Olson34.0%

n=50

FIT

Circumstance fit

  1. Parker & McConkie54.0%
  2. Cutt, Kendell & Olson34.0%
  3. Mortensen & Milne32.0%

n=50

06

Firm-owned sites are prominent in the citation ecosystem.

These are the domains most often attached directly to answer text. Search may consult many additional results that never become an inline citation; the two behaviors are reported separately.

07

Profiles of the top ten firms

Overall rank becomes more useful when paired with the market slice in which each firm performs best.

#1

Parker & McConkie

Recommended
47.5%
Top five
40.5%
First choice
6.5%
Owned citation
45.5%

Best geographyOgden / Weber County77.5% · rank #1

Best case typeWrongful death57.5% · rank #1

#2

Cutt, Kendell & Olson

Recommended
32.5%
Top five
29.5%
First choice
5.3%
Owned citation
31.5%

Best geographySalt Lake City92.5% · rank #1

Best case typeBrain / spinal injury47.5% · rank #2

#3

The Advocates

Recommended
26.0%
Top five
19.5%
First choice
0.5%
Owned citation
25.5%

Best geographyOgden / Weber County35.0% · rank #4

Best case typeCommercial trucks42.5% · rank #2

#4

McMullin Injury Law

Recommended
19.5%
Top five
19.0%
First choice
3.5%
Owned citation
13.5%

Best geographySt. George / southern Utah95.0% · rank #1

Best case typeCar accidents22.5% · rank #5

#5

Mortensen & Milne

Recommended
19.0%
Top five
19.0%
First choice
2.5%
Owned citation
18.5%

Best geographyUtah statewide55.0% · rank #1

Best case typeWrongful death32.5% · rank #2

#6

Eisenberg Lowrance Lundell Lofgren

Recommended
19.0%
Top five
17.5%
First choice
0.0%
Owned citation
11.0%

Best geographyUtah statewide47.5% · rank #3

Best case typeCar accidents32.5% · rank #2

#7

Swenson & Shelley Law

Recommended
16.5%
Top five
12.5%
First choice
2.5%
Owned citation
8.5%

Best geographySt. George / southern Utah42.5% · rank #5

Best case typeCommercial trucks25.0% · rank #7

#8

Younker Hyde Macfarlane

Recommended
13.0%
Top five
10.0%
First choice
1.0%
Owned citation
14.0%

Best geographySalt Lake City35.0% · rank #3

Best case typeBrain / spinal injury25.0% · rank #5

#9

Liberty Law Group

Recommended
12.5%
Top five
9.0%
First choice
0.5%
Owned citation
13.5%

Best geographyUtah statewide32.5% · rank #5

Best case typeCommercial trucks32.5% · rank #5

#10

Witt Law

Recommended
12.0%
Top five
10.5%
First choice
1.0%
Owned citation
12.0%

Best geographySt. George / southern Utah60.0% · rank #2

Best case typeWrongful death15.0% · rank #7

08

Methodology and limitations

The measurement is designed to be reproducible, inspectable, and difficult to quietly manipulate. The pilot is still intentionally narrow.

Study design

5 locations × 5 case types × 4 intents × 2 writing styles: five geographic frames, five injury types, four recommendation intents, and two writing styles. The exact 200-question manifest was frozen before collection and each question received one independent response.

Collection

OpenAI Responses API, gpt-5.6-luna, low reasoning effort, web search available with medium search context, no domain filters, and a new conversation for every question. Search was actually used in 200 of 200 valid answers.

Classification

A pinned structured extractor identified mentions, shortlists, affirmative recommendations, meaningful ordinal positions, top-five appearances, first-choice credit, and exact evidence spans. Entity aliases were normalized before scoring.

Review

A structured extractor followed by a separate Codex manual evidence audit of every answer and event.

This is explicitly a Codex audit, not human legal review. Top-ten firm identities and official domains were separately confirmed before the release was frozen.

What this does not measure

  • Legal skill, ethics, case outcomes, or fitness for a particular client.
  • Actual leads, retained clients, revenue, or downstream referrals.
  • The consumer ChatGPT product or any non-OpenAI provider.
  • Stability across repeated responses; this pilot used one repetition.

Ranking rule

Recommendation rate, then first-choice rate, then top-five rate, then alphabetical display.

Releaserelease_openai_utah_pi_2026_01

Prompt manifest09a6a49c92fcd23cc228766b05d7e61539515a12215147499cae33fb9e5c877a

Code commitb942fce796f92404d9b264e46cda6a54e2390cb3

Extractorutah-pi-extractor-0.2

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This report is market research, not legal advice or an endorsement of any lawyer or firm. Anyone seeking counsel should independently verify licensing, experience, conflicts, fees, and fit for the specific matter.