Law firms today are focused on adopting smarter technology to help them market better and gain more clients. More intelligent platforms can help law firms gain a competitive edge, work more efficiently, and get a better understanding of their target audience. Insights gained through artificial intelligence (AI) can be applied across several areas of your firm. Here’s what’s happening with AI in marketing and what legal marketers need to know.
What is AI Marketing?
First of all, let’s define AI. Artificial Intelligence is the practice of using technology platforms and algorithms to make automated decisions based on data collection, analysis, and additional observations of audience or economic trends that could impact marketing efforts.
AI is really helpful where speed is important. Using AI tools to gain market or client insights and then create and send timely communications ensures the right people get the right message at the right time. Some AI use cases are data analysis, natural language processing, media buying, automated decisions, content generation, and real-time personalization.
Components of AI in Marketing
AI plays a key role in today’s marketing strategies. There are a few components that make up the leading solutions. These elements can bridge the gap between the expansive amounts of customer data being collected and the actionable next steps.
The Challenges of Using AI
AI sounds great, right? It is incredibly effective, but there are some hurdles to overcome. It’s really important to be discerning when deciding how to best integrate AI into your campaigns and operations.
How to Use AI in Law Firm Marketing
A thorough plan is required to make the most of AI in your law firm. Before you can implement successful campaigns, make sure to follow certain steps:
The Benefits of Using AI
Used correctly, AI can lead to both quantifiable and indirect benefits. Depending how your firm uses AI, you can expect risk reduction, increased speed, etc. A few common benefits that can be realized across any AI use case are:
Real Examples of AI in Marketing
AI is being used broadly in digital marketing in many ways. Every use case will result in different results, but here are a few ways that law firms can take advantage of AI in their marketing programs.
Takeaway:
We are at the forefront of the AI movement, but machine learning will change the way law firms – and most people in every industry – market to their audience. AI can help your team to be more efficient, more productive, and more effective – but only when implemented thoughtfully.
When starting out, it’s a good idea to work with an expert who can ensure the tactics you’re considering are the best ones. Our consultants can help your firm to assess AI technologies and recommend the right platforms and strategies.
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