law firm content marketing

AI in Legal Marketing: How to Leverage this Powerful New Technology for Your Next Campaign

by Vondrae McCoy • November 13th, 2023 • AI, Content Marketing, Digital Marketing | Blog

AI in Legal MarketingIf you pay much attention to the digital space, then you know AI is here to stay. More than a passing fad, AI tools are proving to be market disruptors that we should all plan to use in the coming years. According to a recent study by PwC, artificial intelligence has the potential to generate over $15 trillion for the global economy by 2030, simultaneously fueling local economies with a growth surge of up to 26%. If you’re in marketing, it’s time to start thinking about how to use these platforms to your advantage. The truth is, there are plenty of applications for AI in legal marketing. Here’s what you need to know about when using AI to optimize your legal marketing efforts. 

What is AI Marketing?

When you hear the term “AI Marketing”, it refers to the process of using artificial intelligence capabilities like data collection, data-driven analysis, natural language processing (NLP), and machine learning (ML) to uncover customer insights and automate critical marketing decisions.

In today’s landscape, AI is being used to do everything from generating content to improving client experiences and delivering more accurate information. There are several types of AI tools, and firms should take some time to discover which ones suit their specific needs before diving in. It’s important to research how specific applications can be used on your team, and how other law firms are using this technology to get ahead. 

Some Ways to Use AI in Legal Marketing

More and more organizations are turning to AI to help them with common marketing activities. AI has a place in most functions, from social media to email marketing. Here are some examples, but this is not a comprehensive list. Remember to consider your own firm’s goals and how such a tool can help with your specific efforts. 

  • Content generation – One of the more popular uses of AI, ChatGPT has opened the floodgates for AI content creation. Save time and money by using AI to create blogs, marketing messages, subject lines, and so much more. 
  • Audience insights – AI can be used to divide clients into groups based on intelligent data. You can segment people based on various demographics or traits, past behavior, or interests, for example. 
  • Service chatbot – Many client support teams have enabled chatbots to offer better service. When properly trained, bots can interact with various clients and help resolve small issues effectively, leading to higher client satisfaction rates. 
  • Programmatic advertising – AI is being used more and more in advertising spaces to automate purchasing and placement. With AI, advertisers can use a client’s history, preferences, and context to deliver ads that are more relevant to them. 
  • Search engine optimization – There are AI solutions designed to help with search, and they can be helpful for creating more effective strategies and obtaining higher rankings. As standards change, machine learning in AI can help technologies to adapt and meet new criteria. 

A Brief Guide to Incorporating AI Into Your Legal Marketing Strategy

There are a lot of benefits to using AI for marketing – as well as some risks. We have covered a lot of that in past posts that you might want to check out. For now, we’ll assume that you know the good and the bad and focus on how to actually implement an AI-based strategy. 

  1. Determine your goals – As we mentioned above, the AI tools you use will be heavily dependent on your own objectives. First, determine your goals and your expectations. Consider what has worked or not worked in the past, and make sure all stakeholders are aligned on realistic expectations. 
  2. Make sure you have the right skill set – For successful AI marketing initiatives, you will need to rely on a data scientist or engineer, preferably with a background in AI. You can hire this staff internally or outsource the necessary work, but digital marketers alone should not try to build a robust AI strategy. Many vendors also offer training, maintenance, and support through their platforms, which is worth paying extra for. 
  3. Understand data privacy laws A big challenge facing the AI industry is the use of customer data for training purposes. During the entire training process, it’s important to ensure that you are maintaining client security and privacy, or you may face fines. This is another area where you may ask for help from your vendors if you feel unsure. 
  4. Test data quality – Remember that the quality of AI results depends on the accuracy and relevancy of the data the tool is trained on. If your tool is trained on data that doesn’t properly represent your clients, the insights you get won’t be useful. Prioritize the quality of your data and be sure to implement various tests along the way to be sure you’re training for the best outcomes. 
  5. Pick the right solution There are so many platforms and capabilities to choose from when it comes to AI – and these options will only expand. Follow the first four steps very carefully to ensure you’re choosing the tool that will work best for your needs and your data. 


Many of the future’s most effective marketing platforms will be based around AI. Understanding the world of AI marketing and how it can help to deliver better results, faster, will allow you to properly strategize and get more done with less. If you don’t feel confident choosing or implementing an AI platform, reach out to our team. Our marketing technology consultants can help you to understand your current martech stack and see where you measure up and where there are gaps, so you can pick the AI tools that create the most ROI for your firm. 


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