Two legal AI companies are fighting for the same market. One hired the actor who plays a lawyer on television. The other hired Jude Law.

Harvey and Legora are both built on top of Anthropic or OpenAI’s foundation models. The underlying technology is not meaningfully differentiated. So the companies competing to automate the world’s most expensive profession are now spending their $600 million rounds on celebrity brand campaigns.

When the product is identical, the fight moves to perception. That is not a criticism. It is a description of how every SaaS category eventually ends. The founders who understand they are building a brand, not just a product, are the ones who close the enterprise deals when the technology converges.

The question angels should be asking every vertical AI company is not what is your model. It is what happens to your moat when everyone is running the same model.