Generative artificial intelligence exploded across the marketing industry — and nearly every other sector. As lawsuits stack up, regulators convene and intellectual-property law plays catch-up… legal marketers must already be on top of this disruptive technology.
According to Influencer Marketing Hub’s 2025 Benchmark Report, AI integration has improved campaign outcomes for 66.4% of marketers, and over 60% report using AI tools to streamline research, content creation and analytics. Those numbers have only continued to rise as more professionals embrace AI to increase efficiency and performance.
Law firms hire professional marketers to ensure their stories are told consistently, accurately and creatively. Experienced legal marketers know how to capture attention and drive business growth through tactics like blogs, social media, award submissions, website content, news releases and more.
Professional legal marketers, like those at TW2 Marketing, perform best when they really get to know their client and the services they are providing. This knowledge comes from meaningful conversations and trusted relationships.
So, how do AI and legal marketing work together?
The Robots Are Our Friends
TW2 team members have attended trainings and seminars, engaged in extensive discussions with each other and clients about AI use in marketing and, importantly, put AI to the test in various ways. We also have impossibly high standards when it comes to content. This is why it won’t surprise anyone when we agree with most AI users when we say that AI’s writing output is, at best, meh.
However, when trained strategically and used methodically with strict professional, HUMAN oversight, AI provides value to clients when placed in marketing professionals’ capable, responsible hands.
Here are just some examples of how AI assists marketers in creating the effective deliverables clients demand — all while saving time and, notably, money:
- A law firm client is launching a new practice area. We’ve created an entire marketing campaign around it, incorporating everything from a news release to pitches to weekly social media posts for six months. We feed AI information about both the practice and the campaign’s details. In return, AI provides dozens of ways to discuss the product in social media posts. It can also provide pitch ideas and topics. All this training and output takes minutes and gives the professional legal marketer something to work with rather than starting with a blank screen.
- Another law firm wants to nominate a partner for three editorial awards. We interview the attorney and draft the first submission, which includes details about the attorney’s recent successes, background, experience and community involvement. AI uses that first submission to create two new, different submissions to the marketer’s specifications. Starting with a rough draft that needs to be fact-checked and finessed is a lot faster than rewriting the same information two times from scratch.
- A real estate lawyer is launching a blog. We ask AI to provide some recent trends in the industry to jumpstart a topic brainstorm. Once a topic is selected, AI provides an outline of subjects that a blog on that topic should include. Once the blog is drafted, AI helps fine-tune the headline to be catchy and optimized for SEO. It also provides several social media post options to accompany the blog post.
AI and Legal Marketing Content: Lessons Learned
AI provides ideas, helps organize thoughts and generates alternative text. In legal marketing, it’s akin to researching on Google or using a thesaurus to avoid repetition.
But you’ll notice in the examples above we never give AI free rein to simply write content. That’s because we quickly realized its limitations. Our clients deserve better than made-up facts, a tone-deaf voice and generic writing. AI is not an adequate replacement for professional marketers; it’s just not capable. As Los Angeles Times Columnist Michael Hiltzik wrote: “The term ‘artificial intelligence’ is a misnomer. They’re not intelligent in anything like the sense that humans and animals are intelligent; they’re just designed to seem intelligent to an outsider unaware of the electronic processes going on inside.”
There are two main takeaways when it comes to AI use in legal marketing:
- AI is an effective marketing tool when it is overseen by knowledgeable, scrupulous, detail-oriented and talented marketing professionals. Letting AI operate outside of a marketing professional’s watchful eye could lead to embarrassment and, worse, legal liability.
- It is our duty as professional marketers to stay abreast of all AI developments while continuing to learn about its capabilities, understand its limitations and carefully evaluate every output. This is to ensure we deliver effectively and efficiently now, and in the future.
AI in Real Time
We can assure you that this entire article was written by a human! However, to illustrate its value, AI was asked to provide three catchy, SEO-optimized title options. What do you think of these suggestions?
- AI in Legal Marketing: A Powerful Tool in the Hands of Responsible Marketers
- AI and Legal Marketing: Lessons Learned from the Early Adopters
- How AI Can Help Legal Marketers Create Effective Content, Save Time, and Money
The Future of Legal Marketing Is Still… Human
AI may be transforming the way we work, but strategy, creativity, and connection still come from people. At TW2, we combine the efficiency of AI tools with the insight only experienced marketers can provide — delivering content that’s accurate, authentic, and effective.
Ready to see how we can put both to work for your firm? Contact us to start the conversation.