The buzz (or is that fear?) around AI refuses to die down. Everyone seems to be looking at ways that the new generation of AI tools, such as Chat GPT and Google’s Bard, can improve their business processes and functions to increase productivity and ultimately boost profits.
When it comes to law firms, there are several ways the new technology can enhance marketing and PR:
- Lacking inspiration for a punchy headline or press release? AI can help! Ask it to come up with a title and it will – but be warned, I had to pare down the title that AI came up with for this blog because it was a little bit too clever!
- Need to work on your SEO optimisation? AI can come up with keywords for your content which will help.
- Short on time to prepare for an interview? AI can suggest a series of questions to ask if you give it the topic.
- Don’t have enough resource to create all the articles, blog posts and social media content needed across a wide range of specialisms to keep all you clients happy and “feeling loved”? A Chatbot can create surprisingly informative and engaging material for you but, note the health warnings below.
AI can be used to make parts of a process quicker and easier, but it can’t take over the whole process, it can’t do is everything all by itself so don’t give up the day job just yet.
Content creation is, of course, a key component of successful PR and will always need the human touch.
With AI you have to put quality information in to get quality material out. The more you use it and the more information you give it, the better the product produced. In effect it is your input that is teaching it to improve.
Any content generated by AI will need to be tweaked to:
- ensure it reflects your law firm’s tone of voice and style,
- have irrelevant points (which often creep in) removed,
- improve readability (and avoid sounding like a proclamation from North Korea); and
- add anything else pertinent which has been missed by AI.
Disclaimer
Never rely on AI for accuracy, everything should be fact checked by a real person before it is used. It’s telling that a disclaimer on the Chat GBT app states: “… ChatGPT may give you inaccurate information. It’s not intended to give advice.”
Conclusion
There have been some Doomsday predictions (remember bad news sells newspapers!) about the bots putting all the white-collar humans out of a job, but I think we need to remain openminded to the possibilities and embrace new ways of working. Like all technology AI should simply make life easier for many of us and need not be feared.
Recent posts:
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Need some help with PR? Feel free to drop me an email to arrange a 30 minute complimentary call or take a look at some of the packages I offer law firms, accountancy practices and other b2b businesses.