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Law Practice Today

March 2024

What Lawyers Should Not Be Doing with AI and Marketing

Annette Choti


  • While AI can streamline marketing processes, it cannot emulate the authenticity and empathy that are so critical for lawyers to present to their potential clients.
  • AI has serious limitations with regard to conveying legal expertise, so lawyers should carefully review any content created by AI that may lead to misinterpretation.
  • The human connection between lawyer and client is paramount and will never be achieved solely with AI.
What Lawyers Should Not Be Doing with AI and Marketing Sze Kiat

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As a seasoned legal marketer, I've witnessed the transformative power of AI in the legal industry in the last year alone. However, when it comes to marketing, there are crucial instances where lawyers should proceed with caution. While AI can streamline processes and enhance client experiences, its role in marketing strategies isn't always a one-size-fits-all solution. In fact, there are many instances where AI can damage the reputation of an attorney and may even jeopardize their ability to practice law and their livelihood.

In the competitive landscape of legal services, authenticity and trust are paramount. AI may struggle to convey the nuanced expertise and empathy that clients seek as they make decisions about legal representation. Personalized marketing communication and tailored digital online strategies often require the human touch that AI simply can’t replicate (yet!). Knowing when to rely on human connection over AI automation can make all the difference in building lasting relationships—both with clients and an attorney’s network of peers.

Lack of Authenticity and Human Empathy in Communication

First, lawyers can use AI in marketing to help them come up with ideas, strategies, and even some basic content. However, when it comes to marketing in the legal industry, authenticity plays a crucial role in building trust and credibility. While AI can assist in automating certain aspects of communication, it may lack the human touch needed to connect on a personal level with clients.

Personalized communication is really the key to marketing legal services, as it helps clients feel understood and valued. At the end of the day, people do business with people—and hiring an attorney can be a deeply personal decision. AI, with its predefined algorithms, may struggle to truly grasp the nuances of individual client needs and preferences.

Moreover, authenticity in communication is essential for lawyers to convey empathy and build strong client relationships. Clients often seek legal services during challenging and overwhelming emotional times in their lives, and having a genuine connection with their lawyer can make a significant difference in their experience.

In marketing, the secret sauce is the human touch that is key to establishing a meaningful connection with potential clients. Clients are more likely to choose a lawyer they feel understands their unique circumstances and can empathize with their struggles. AI-generated marketing content may come across as robotic and impersonal, lacking the warmth and compassion that human interaction provides.

Ultimately, when it comes to fostering trust and building strong client relationships, lawyers should rely on their innate ability to convey empathy and understanding—skills that AI technology currently falls short of replicating.

Limitations in Conveying Legal Expertise

Simply put, computers are not lawyers. As a result, AI falls astronomically short in conveying legal expertise and knowledge to potential clients. Some of the primary limitations of AI offering legal advice or opinions include the following:

  • Lack of Legal Knowledge: AI does not possess the extensive legal knowledge and experience that human lawyers have. It cannot provide in-depth insights or practical advice tailored to each client's unique situation. Law is the art of knowing what statutes and case law apply to unique situations and circumstances. AI simply cannot achieve this level of nuance, and that lack will show in an attorney’s digital marketing.
  • Complex Legal Analysis: Legal matters often involve intricate details and nuances. AI may struggle to analyze complex legal issues, resulting in inaccuracies or incomplete assessments. Using AI to market an attorney’s complex legal analysis could prove challenging or even impossible. This could lead to serious damage to a lawyer’s reputation at best and even disbarment at worst.

In the legal realm, where precision and expertise are paramount, relying solely on AI for marketing efforts may undermine the entire goal the lawyer was attempting to achieve.

Potential for Legal Misinterpretations

When it comes to utilizing AI for marketing in the legal industry, there is a significant potential for legal misinterpretations that can have serious consequences. As an expert in the field, I've seen instances where AI algorithms misinterpret complex legal information, leading to inaccurate advice being provided to potential clients on marketing platforms. These misinterpretations can result in legal actions being taken based on faulty recommendations, putting both the clients and the law firm at risk.

One of the key issues with AI in marketing for legal services is its inability to fully grasp the intricacies of legal language and context. AI algorithms may struggle to understand the subtle nuances of legal terminology, leading to incorrect marketing content.

In the legal industry, where precise and accurate advice is crucial, relying solely on AI for marketing purposes can pose significant risks. If an attorney wants to use AI to create content, then there must be a focus on balancing technological tools with human expertise to avoid legal misinterpretations and ensure the highest level of integrity in all marketing communications.

Importance of Human Connection in All Marketing

When it comes to the legal profession, building strong client relationships is crucial. As a lawyer, establishing trust and rapport with clients is key to providing effective legal representation. While AI can assist in certain aspects of marketing, it lacks the personal touch that human interaction brings.

By truly engaging with potential clients and a curated network on social media platforms, lawyers can learn to listen attentively, provide value from their experiences, and show genuine care. These are the commodities that ultimately build long-lasting partnerships with clients and peers. Nothing will ever replace genuine connections and people wanting to do business with other people that they admire and trust.

While AI can streamline marketing processes, it cannot replace the emotional intelligence and interpersonal skills that any professional (lawyers included) brings to the table. By prioritizing human connection in client relationships, legal professionals can set themselves apart and create lasting bonds with those they serve.


In the realm of legal marketing, AI can be a useful tool, but it falls short of capturing the essence of human connection essential for building strong client relationships. In the end, trust, empathy, and effective communication are the cornerstones of great marketing. Think of the connections you have on different social media platforms and which ones you pay the most attention to while looking through your feed. Those professionals who truly showcase unique content with value and include personalized stories really do end up enriching your day—with information, humor, or valuable insights.

By focusing on genuine human interactions, legal professionals can create lasting bonds with those they are connecting with online. In a world where personalization, integrity, authenticity, and empathy are highly valued, incorporating these qualities into a legal marketing strategy can set lawyers apart and foster long-term connections and friendships.

Frequently Asked Questions

Why is human connection important in the legal profession?

Establishing human connection in the legal profession is crucial as it builds trust, empathy, and effective communication with clients. These qualities are essential for providing the personalized attention and support that clients need beyond just legal services.

How does AI compare to human interaction in client relationships within the legal field?

While AI can assist in some marketing tasks, it lacks the personal touch and empathy that human interaction offers. AI cannot replicate the emotional intelligence and nuances of human connection essential for building strong client relationships.

What values set legal professionals apart in today's legal landscape?

In today's legal landscape, personalized attention and human connection are highly valued by clients. Legal professionals who prioritize building personal relationships with their clients go beyond offering legal solutions to create lasting bonds and enhance the overall client experience.