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How Using AI Can Be Your Marketing Boon

By William Vogeler, Esq. on April 20, 2017 6:57 AM

Kevin O'Keefe, a 20-year veteran of legal marketing, recently had an epiphany about artificial intelligence. Emerging from an annual Legal Marketing Association meeting, he realized it was the first year anyone had mentioned AI.

"AI and machine learning may have been discussed in relation to e-discovery, but this year there were multiple sessions with legal technology and software presenting on AI," he said.

What does that mean? It means lawyers haven't really been using AI to market their law firms.

"Big Marketing Opportunity"

Writing for Above the Law, O'Keefe said there's a big opportunity for law firms. The first thing, he said, is lawyers need to use AI.

"Being informed is not enough," he said. "Lawyers and law firms will need to demonstrate that they are informed and have a working knowledge of AI."

The opportunity is there especially for solo attorneys and small firms. While they may not have big budgets to buy big AI, anybody can afford some AI solutions and set themselves apart.

Joshua Browder, a student at Stanford, has already distinguished himself in the emerging technology. He created free chatbots -- interactive programs -- that have helped people beat more than 160,000 parking tickets and get advice on asylum around the world.

Expert Opportunity

The internet offers lawyers a way to become experts in the field, O'Keefe notes. It may be the perfect opportunity for law students and associates who typically are more adept at blogging and using social media.

"Listen to influential sources and key subjects," he said. "Share what you're reading via Twitter, engage the sources and what they're saying in your blog."

In other words, it's not about buying AI. It's about selling it.

Want more information on effective advertising? Let the experts at FindLaw's Lawyer Marketing give you a hand.

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