Law firm marketers should embrace and promote AI in four ways:

  1. Encourage your firm to start an AI industry practice. This area is under-served and will generate a large amount of:

IP work (mainly patent),

domestic and international deals,

regulatory and legislative work as the world come to grips with the implications of AI and governments struggle to keep pace with the tech, and

disputes as the industry plays a bigger and bigger role in business and the lives of individuals.

2. Learn about AI generally and especially as used by your firm. Once you understand it, you should include mention of it in many of your marketing communications (see below). And it doesn’t hurt to show your Executive Committee that you’ve got a solid grasp of a subject that’s scarring the heck out of them.

3. Celebrate your use of AI and especially your clients’ successes that benefitted from your firm’s use of AI. This shows clients and prospects that you “get it” regarding this new tech. Do this through press releases, your website, blogs and social media.

4. Use AI to make your marketing better, faster and cheaper. This means using AI to improve your content marketing, pricing, predictive pitching, and leveraging several other aspects of your tech (including CRM, chatbots, programmatic advertising, website, blogs, and the integration of your marketing and financial systems with outside data sources to create really BIG data).

I’ll be talking about all of this in detail at the College of Law Practice Management’s Futures Conference in Atlanta next week. I’ll follow that with a couple of articles that I will post here (of course!).


  • Meanwhile, this article includes examples of law firms promoting their use of AI in their practices.


  • Kira is a leading player in M&A due-diligence contract review. This easy to digest advertorial explains their service.



  • Dennis Garcia, one of Microsoft’s assistant GCs will be speaking at a Lextalk webinar next week on the subject, “All industries – including the legal profession – need to be open to digital transformation in order to achieve more and better serve clients.” He’ll focus on AI. Details here.


  • In this post, Dr. Silvia Hodges Silverstein provides insights into corporate legal procurement and distinguishes it from legal operations. Many of the purchase drivers she discusses sound a lot like the “better, faster, cheaper” legal services promised by AI.


  • In this podcast, Dr. Zev J. Eigen, Littler’s Global Director of Data Analytics explains, “How the Use of AI in HR Benefits Employers and Candidates.”


  • The title of this Above the Law post by Joe Patrice says it all. It’s an easy and enjoyable read about AI. “No One Knows What It Is, But In-House Counsel Desperately Need It.” Oh, and the subtitle is, “In-house counsel don’t need to understand AI to know it’s importance.”


  • This article explains why our AI implementations shouldn’t look, feel or act TOO human.


  • Any doubt about investors’ love of AI? Baidu, the Chinese Internet giant, is betting big on artificial intelligence, and investors love it—the company’s shares kicked off 2017 trading at $168 and are now at an astounding $270. (And expected to keep climbing past $300.)