Why Your Law Firm Still Needs Real People to Manage Your Digital Marketing

The Importance of the Human Factor in Your Online Presence

Everywhere you turn these days, someone is trumpeting the benefits of AI, how it will do everything you want for a fraction of the cost and with significantly less effort. There are even AI platforms that promise to fully automate your digital marketing, allowing you to maximize your visibility with the push of a button. DON’T BE FOOLED! While AI can provide many tangible benefits for law practices, there are many reasons why it’s not a good option for your online advertising and marketing:

• AI can never be as truly creative as a human being. It excels at analyzing and utilizing things that already exist, but, at least now, it lacks the capacity to truly imagine. It can only develop strategies that are derivative…it lacks the ability to be original.
• AI, as it currently exists, scores very poorly on nuance, which is often at the heart of an effective marketing campaign. It also lacks the ability to fully understand emotion and empathy, both essential to an effective marketing message and strategy.
• AI still makes a lot of mistakes, often requiring as much, if not more, time to correct inaccuracies or misstatements than a human would require. Stories abound of AI generating totally false or inaccurate facts, or, in the practice of law, generating citations to cases that don’t exist. A single inaccuracy can be devastating to your credibility.
• AI can only work with the data to which it has access or which has been input. If that information is limited or biased, the output from AI will be the same. This creates a serious potential for the generation of offensive or biased content.
• AI can assimilate data, but it can’t engage in true critical or strategic thinking. While it can be effective at compiling and analyzing detailed information, it’s relatively poor at big-picture thinking, which tends to be a key component of most marketing and branding efforts.
• Visitors will typically recognize that your content is AI-generated. Web users are pretty sophisticated and can usually tell when content has been produced by a real person or by a machine. People relate to people, not to machines. If they sense that your content is AI-generated, it will be harder for them to make a connection with you.

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