For the Defense - Vol. 8, Issue 4 - 17

What Did ChatGPT Say About AI in Legal Marketing?
streamline their efforts, and ultimately, achieve better
results for their clients.
My experiment started with giving ChatGPT a fairly
specific request:
User (me): ChatGPT, you are a content marketing
professional who has been asked to write a 2,000-word
article on AI in legal marketing for an audience of criminal
and white collar defense lawyers in PA, what will you say?
In response, the program rapid-fired a fully realized article of
about 2,000 words, starting with a title and introduction.
ChatGPT: Title - Leveraging AI in Legal Marketing: A
Strategic Guide for Criminal and White Collar Defense
Lawyers in Pennsylvania
Asking
the
program
to
" regenerate " -or
again-yielded a few variations on the theme:
Revolutionizing Legal Marketing: Harnessing AI for
Criminal and White Collar Defense Lawyers in Pennsylvania
Empowering Legal Marketing and Business Development:
AI's Role for Criminal and White Collar Defense Lawyers
in Pennsylvania
Not terribly creative, and too long for most print and online
publications. I asked the program for 10 titles under 80 characters
and got 10 shorter, but still pretty generic titles, including
*
*
*
*
Legal Marketing with AI (generic)
Revolutionizing Legal Ads (more " revolutionizing, "
and not on topic)
Smart Legal Marketing AI (what does this mean?)
Lawyers Harnessing AI (slightly more creative, but
not on point)
For comparison, the title that I came up with on my own is 60
characters long, with spaces, and I think it's pretty descriptive.
Recognizing that good titles are hard to craft, even (especially?)
for AI, I moved on to the introduction. Like the title suggestions,
the introductions in the various iterations of the article were also
somewhat generic and formulaic-and not terribly well written.
Here's one:
ChatGPT: Introduction - In today's legal landscape,
legal marketing has become a linchpin of success for
law firms, especially in the fields of criminal and whitecollar
defense. In an era defined by technological
advancements, the legal marketing is undergoing a
profound transformation. Artificial Intelligence (AI) has
emerged as a powerful tool, revolutionizing various
industries, including legal marketing, and criminal
and white-collar defense lawyers in Pennsylvania are
increasingly recognizing the importance of AI in their
marketing strategies. In this article, we will delve into the
world of AI in legal marketing and explore how it can
empower defense attorneys to enhance their practices,
try
I also noticed something that would become more evident as
I worked through the AI-generated content: The program was
making statements that may or may not be accurate. Had legal
marketing become a linchpin of success for law firms, especially
in the fields of criminal and white-collar defense? Are criminal
and white-collar defense lawyers in Pennsylvania increasingly
recognizing the importance of AI in their marketing strategies?
Recognizing that trying to edit the AI-generated introduction
would take more time than writing a more compelling one myself,
I moved on to the body of the article.
What Do We Mean by AI?
ChatGPT and I agreed that the article should include a working
definition of AI. Although interestingly, it could not agree with
itself on the appropriate definition. That may be because AI
really encompasses a very big and evolving category of tools and
technology.
ChatGPT's various definitions spurred me to do some research
(not using AI) and develop the following explanation.
At its most basic, AI refers to computer systems that can perform
tasks that are typically done by people, and that require cognitive
skills typically viewed as human, such as learning, reasoning and
problem-solving (analyzing data for patterns and creating rules
to predict outcomes), self-correction (continually revising and
fine-tuning the algorithms to provide more accurate results based
on new data), language (the ability to analyze examples of text
and generate appropriate responses), and creativity (using AI
technology to generate images, text, music, ideas, etc.) AI systems
are " trained " on large data sets; they analyze the data for patterns
and use those patterns to generate algorithms-the rules they
use to " reason " -to make predictions about outcomes. AI has an
immense capacity to digest data, far faster and far greater than
humans. It can also perform routinized tasks efficiently, enabling
time- and resource-saving automation.
AI isn't new and is unavoidable in daily life. It powers customer
service voice or website chatbots, and digital assistants like Apple's
Siri or Amazon's Alexa. It even powers search engines like Bing and
navigation apps that recommend the best routes based on traffic.
AI is being deployed across a variety of industries, including
banking and financial services, health care, transportation and
logistics, manufacturing, e-commerce, and retail, among others. It
is being incorporated into creative areas including advertising, film
and TV, and music, as well as sports and entertainment. It is also
being introduced to the general public for business and personal
applications in programs like ChatGPT, DALL-E, Writesonic, Rytr,
Bard, and others.
AI in Legal Marketing
While AI has been around for a while, it remains a nascent
technology in many industries, including legal services. Many firms
Vol. 8, Issue 4 l For The Defense 17
For the Defense - Vol. 8, Issue 4

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