The last few months have seen explosive growth in artificial intelligence (AI) marketing tools like ChatGPT and other automated content-generative services. While some industries are diving headlong into using AI tools and services, many others are taking some time to consider the potential benefits and drawbacks of integrating AI technology into their practices and services. As an attorney, establishing and maintaining a digital marketing strategy is essential to ensure that potential clients in your area land on your website when performing online searches for legal topics or services. It’s important to recognize that AI technologies are likely already present in your digital marketing strategy (i.e., email marketing, chatbots on your website, etc.). As the landscape changes and AI technologies evolve, it’s helpful to understand some of the limitations and drawbacks of relying too heavily on these tools when designing your law firm’s digital marketing strategy. This post will cover some of the top concerns of AI marketing, especially in regard to law firms and the legal services industry.
Inaccurate or Outdated Information
One of the most appealing aspects of AI tools like ChatGPT is the possibility of generating website and blog content in a matter of seconds. Many people have been amazed by how quickly ChatGPT pieces together paragraphs in response to topics and parameters defined by the user. However, it’s essential to understand how these tools work. Essentially, they rely on information that is available on the internet. While the tool seems to favor more credible sources, it occasionally relies on outdated or inaccurate information when compiling a response. This is especially critical for law firms to recognize, as shifts in laws and legal procedures occur regularly. Relying on AI to write content for your website, blog, or newsletter comes with the risk of presenting potential clients and site visitors with inaccurate or misleading information.
Stilted or “Robotic” Tone
Although AI “speech patterns” have become less stilted and awkward over time, many people still read AI-generated content and find that it feels “off” somehow. They may be unable to point to specific examples or reasons why it seems unnatural—it’s often more of a gut reaction. People in need of legal representation or assistance in your community tend to gravitate toward law firms and attorneys who express genuine concern for their clients. The content on your website and on your social media posts needs to convey empathy and investment in helping your clients resolve their legal issues and achieve their desired outcomes. AI-generated content may give the impression that your firm is distant, cold, or otherwise lacking in genuine care for serving others.
Difficulty Standing Out From Other Law Firms
Another concern among law firms is the potential for overreliance on AI-generating technologies. Once nearly every law practice starts using these tools to create content, an individual law firm may find it harder to set its services apart from other law practices. Eventually, the online content will become increasingly similar, as law firms will rely too heavily on these tools to write their posts and web pages for them. As an attorney or member of a legal team, you know how to articulate and present the culture and values of your firm. Those who visit your website will appreciate the specificity of your content, as it will be apparent that a member of your team took the time to compose and communicate your law firm’s mission, goals, and values.
Lost Opportunities to Engage Clients on a Personal Level
The smallest detail can make all the difference in whether or not a website visitor will contact you and become a client. Although AI technologies seem like incredible opportunities to streamline your workload, there are times when you should forgo these tools and focus on connecting with potential clients as individuals. By putting yourself in the position of a potential client, you can identify what factors are the most critical to your decision of whether to work with a particular law firm. For instance, if you are struggling with a contentious divorce, you will likely respond favorably to an attorney who seems genuinely concerned and compassionate about your difficult situation. Writing content that connects to people and speaks to their emotional state is an area where we, as humans, excel (and where AI tools are still falling short).
Moving Forward With Caution and Care
This post is not intended to dissuade attorneys from using AI tools in their digital marketing strategy. Rather, it’s a reminder to take some time to articulate your law firm’s digital marketing goals and identify the most appropriate and effective strategies for achieving these outcomes. AI already assists us in so many ways—as we move forward, it’s essential to think through the benefits and limitations of using AI for specific tasks.
Get in touch with the LegalRev team by calling (800) 893-2590 to discuss your law firm’s digital marketing goals.