Over the last couple of years, generative AI tools like ChatGPT have transformed the way that law firm marketing professionals create and organize content. From drafting engaging social media posts and copyediting newsletters to creating eye-catching visuals, there are countless ways that we can integrate generative AI into our daily workflows.

But while AI is a fantastic marketing tool, it can’t be used just for automating tasks. Using AI effectively in digital marketing requires thoughtful planning, strategy and oversight to get the best results.

Whether you’re just beginning to explore using AI or you have some experience and want to refine your approach, here are a few strategies that can help you unlock the full potential of this go-to tool of the modern digital era.

Use AI with a Purpose

While generative AI can assist with many tasks, integrating it effectively into your legal marketing processes requires a clear, focused approach. Randomly using tools like ChatGPT without a plan can lead to wasted time, inconsistent or inappropriate messaging, and missed opportunities, so it’s best to identify specific ways that AI can improve your law firm content marketing and social media efforts.

Instead of focusing on what tasks you can completely offload, consider where AI can complement your team’s existing efforts and save you time. For example, maybe you decide to use ChatGPT to generate weekly LinkedIn posts or create a catchy headline for your newsletter — two tasks for which AI is well-suited.

It’s also important to set clear goals and performance indicators to measure your success. These might include improving engagement rates, reducing the time spent on content creation or increasing open rates for strategic email marketing campaigns.

You can start by testing AI tools on a smaller scale, such as by automating the drafting of one social media post or one aspect of your email marketing program, to gather insights without overcommitting. As you analyze the results and feel confident about the value, you can gradually expand AI’s role in your broader strategy.

Write Clear, Detailed Prompts for AI Tools

Generative AI produces content based on the instructions — or “prompts” — it receives. Think of prompts as the starting point for content creation: the more precise the instructions, the better the AI’s output. Vague prompts will result in generic content that lacks the necessary tone or detail for an effective campaign.

For example, instead of typing, “Write a social media post about leadership for a law firm,” try something more specific, such as “Write a LinkedIn post for a New York civil rights attorney discussing the importance of establishing yourself as a leader in your community to facilitate change.” Adding this level of detail guides the AI toward generating content that is relevant and aligned with your brand’s messaging.

You may need to refine your prompts to improve the output. Experiment with different approaches, and note which ones yield the best results. You can also provide brand-related examples, such as past posts or email templates, to help AI learn your preferred style and tone. This back-and-forth process ensures your AI-generated content stays sharp and on-message.

Don’t Lose Your Brand’s Voice

One of the challenges with using AI-generated content is ensuring that it consistently reflects your law firm’s voice and doesn’t sound like it was written by software. While AI can help you produce content faster, it’s essential to have guardrails to maintain coherence and authenticity.

When using AI tools to generate content, make sure you have a firm idea of your brand’s established tone, voice and style. For example, if your social media typically focuses on serious or professional topics, you don’t want to publish an AI-generated post that’s loaded with emojis and is in a casual tone. 

Regular human reviews are also crucial. AI might generate creative or unique output, but it doesn’t always grasp subtle differences in tone or understand the context behind your messaging. A review by a team member ensures that every piece of content aligns with your campaign goals and feels authentic.

Thankfully, the issue of voice gets easier over time. Generative AI tools are meant to learn and improve iteratively. This means that as you give more feedback and detailed prompts, the model will provide more consistent results.

Continually Test, Measure and Improve Your AI Strategy

AI is not a magic tool that’s going to conform perfectly to your marketing strategy on the first go-around. To get the most out of your AI tools, monitor their performance and make adjustments based on what works best for your audience(s). Testing and analysis are essential components of this process.

For example, run A/B tests to compare AI-generated content with human-created versions. You can also analyze metrics, such as engagement rates, click-through rates and other conversions, to see which content resonates most with your audience. Using these insights will make it significantly easier to refine your AI prompts and content strategy.

AI tools also benefit from feedback. Many generative AI platforms allow users to provide input about how the tools perform, such as by rating output. Take advantage of these features to improve the quality of your AI-generated content over time.

Keep Human Creativity at the Center of Your Strategy

While generative AI can save time and streamline marketing efforts, it’s essential not to become too complacent or overly dependent on these tools. AI can handle repetitive tasks, but it lacks the creativity, context and intuition that human marketers bring to the table. Relying too heavily on AI-generated content can lead to a “set it and forget it” mindset, where campaigns run on autopilot without the strategic oversight they need to stay effective.

In addition, generative AI tools are not flawless. They can produce factual inaccuracies, grammatical errors or awkward phrasing that could harm your brand’s reputation if published unchecked. AI systems sometimes misunderstand nuances in language, miss cultural or regional context, or generate biased or inappropriate content; they can also incorporate copyrighted material. For example, a chatbot may give an incorrect response, or AI-generated ad copy may come across as tone-deaf to certain audiences. These “glitches” are a reminder that AI should act as an assistive tool — not the final voice in your marketing strategy.

Maintaining human oversight also keeps your campaigns authentic. Clients want to connect with brands that feel real, and too much reliance on AI-generated content can make your messaging feel robotic. By keeping people in control, you ensure that your brand voice stays genuine and aligned with your values.

Balancing Efficiency with Creativity

Generative AI offers exciting opportunities for law firm marketing and social media, from streamlining content creation to staying on top of trends and personalizing campaigns. However, using AI effectively requires more than just plugging it into your workflow. It takes thoughtful planning, clear prompts, human oversight and ongoing testing to ensure the content aligns with your brand and engages your audience.

By balancing AI’s efficiency with human creativity, you can unlock the full potential of these tools to create meaningful, effective campaigns that connect with your audience. With the right strategy in place, generative AI can become a powerful partner in your marketing efforts, helping your brand stay relevant, consistent and ahead of the curve.

Want to learn more about how law firms can use AI as a tool to assist in their marketing efforts? Contact me, Candace Zimmer, at czimmer@jaffepr.com.