AI as Your New Marketing Ally

Artificial intelligence (AI) is reshaping industries far and wide, and legal marketing is no exception. It's more than a tech trend; it's a transformative force, redefining how we approach tasks, creativity, and competitive strategy. This article delves into how legal marketers can leverage AI not just as a tool, but as a collaborative force in their work.

?As a member of Section School, I've had the privilege of exploring AI through their comprehensive courses. The insights are invaluable, especially given the rapid advancement of AI technology. It's like having a navigation system in the evolving landscape of AI.

?

Understanding LLMs

My journey with AI has primarily involved Large Language Models (LLMs) like Chat GPT4 (the paid version) and Claude from Anthropic. Imagine having a conversation with a well-read friend who can instantly recall and analyze a vast array of information – that's the essence of interacting with an LLM. These models are not just vast in the information they're trained on but also in their capacity to understand and generate diverse text forms, from essays to creative content.

?

AI Personified in Three Roles

Think of AI in three impactful personas: Assistant, Strategist, and Creative Partner. As an Assistant, AI streamlines your day-to-day tasks, from scheduling to data management, freeing you to focus on higher-level strategic thinking. Transitioning to the Strategist role, AI becomes an insightful ally, dissecting market trends and client behaviors to offer data-driven insights that shape your marketing strategies with precision and foresight.

?In perhaps its most captivating role, AI emerges as your Creative Partner. Here, it's not about replacing human creativity but augmenting it. AI steps in to manage routine content creation, enabling you to channel your energies into strategic thought and innovative exploration, ensuring the content you produce resonates with depth and engagement.

?

Seamlessly Integrating AI into Your Workflow

Effective AI integration starts with a careful audit of your current processes. Identify where AI can add value, tailor AI tools to your specific needs, and remember, your instructions or "prompts" are pivotal. They are your way of programming the AI, guiding it to understand and execute tasks aligned with your objectives.

?When you sign up for Chat GPT 4 you can give the LLM an overview of your needs. “I am a legal marketing officer responsible for _____. My goals are _____ and ____. The bot will use that information to inform every response.

?

AI as a Strategist

For instance, using AI to prepare for meetings can transform your efficiency. A well-structured prompt can provide you with comprehensive insights about the meeting agenda, participants, and relevant background information, all contributing to a more productive discussion.

?

Here’s a prompt to try:

"I have an upcoming meeting about [Topic/Project Name] with [Participant(s) Name] who’s a [role] at [company]. Help me prepare for the meeting. Give me an overview of the company and industry, their priorities, and any other information you can find on [participant name].”

?

AI's prowess extends to meticulous tasks like proofreading, with platforms like ChatGPT4 and Claude offering nuanced checks for your documents. That said, I uploaded a 12-page PDF to both platforms today—GPT4 said my document was perfect. Claude caught the tiny punctuation errors.

?

Zoom also has an AI assistant that will take meeting notes. It’s far from perfect, but it allows you to pay attention to the meeting, free from note taking. Post meeting, you can easily correct mistakes, but your meeting report is 90% done for you—and how boring is it to write a meeting report?

?

The Strategic Edge of AI

AI's strategic input can be a game-changer. Imagine running your strategies or presentations through an AI and receiving feedback akin to that of a manager or a board member. It's like having a rehearsal with a virtual board, offering you a fresh perspective and preparing you for real-world interactions.

?

The team at Section ran their board deck through GPT4 in September and told my class how the bot gave them similar feedback as their actual human board.

?

Here’s a prompt to try:

"I recently made the decision to [summarize decision]. Other useful context: [any other context important to the decision]. I am trying to [your goal].

Give me feedback as [role(s)]. What will this person like about my proposed decision? What will they critique? Include your at least 3 pieces of feedback you think I’ll get from each role and summarize whether you think they’ll approve or disapprove of this decision.

?

AI as a Copywriting Partner

In the realm of content creation, AI stands as a reliable partner. From drafting the initial outline to refining the final piece, AI can shoulder the load, enabling you to focus on the creative essence of your content. Remember, the key lies in the quality of your prompts – clear, concise, and contextually rich instructions that guide the AI to produce content that aligns with your vision and tone.

?

Here’s a prompt to try:

“[provide bullet points or a rough draft ] Based on the information provided, write a [content type – e.g. story, article, press release]. The [content type] should mention [any specific topics]. It should be [#]words and include [any other specifications].

Your tone should be [describe tone]. Assume the reader is [describer reader].”

?

Navigating Challenges and Upholding Ethics

While AI's potential is vast, it's crucial to approach its adoption with a balanced perspective. Address limitations, remain vigilant about potential biases, and ensure that your prompts are crafted to elicit accurate and ethically aligned outputs. Adherence to your firm's AI policy and data privacy norms is paramount.

?

Looking Ahead

The journey with AI in legal marketing is not just about adopting a new tool; it's about embracing a partner that offers a blend of efficiency, insight, and creativity. Start small, experiment, and foster a culture of continuous learning to harness the full potential of AI in reshaping the future of legal marketing. The question is not if you should integrate AI, but how creatively and effectively you can do so.