AI and the Future of Legal Marketing: A Front-Row Perspective from the 2025 Marketing Partner Forum
Article By: Heather McCullough
Sitting in the audience as my Society 54 co-founder, Jill Huse, and Jonathan Fitzgarrald of Equinox Strategy Partners took the stage to discuss AI’s impact on legal marketing, I felt two things: curiosity and a sense of urgency. The legal industry is at an inflection point. Artificial intelligence is no longer a distant concept—it’s here, actively shaping how we work, communicate, and grow our firms.
But their insights weren’t about AI replacing human intelligence. Instead, they highlighted how AI enhances our capabilities, helping us become more strategic, efficient, and impactful.
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AI as a Game-Changer for Legal Marketing and Business Development
The discussion kicked off with a deep dive into AI-driven tools revolutionizing legal marketing and business development. Jill and Jonathan explored the roles of Jasper, Co-Counsel, ChatGPT, Canva, and Pictory—each bringing something unique to content creation, media strategy, and even video production.
One of the most compelling takeaways? AI’s ability to transform business development. Imagine a tool that nudges you to follow up with a key contact at just the right moment or one that uncovers mutual connections to warm up an introduction. By shifting the burden of administrative tasks to AI, legal professionals can focus on what truly matters: building relationships and engaging in meaningful conversations with clients and prospects.
Navigating AI’s Learning Curve
One of my favorite moments from the session was an interactive exercise where we tried to identify AI-generated images. Beyond being a fun challenge, it underscored just how sophisticated AI has become—and how essential it is to sharpen our digital literacy skills.
Another major insight? The power of prompt engineering—knowing how to ask AI the right questions to generate valuable, high-quality responses. Whether it’s for competitive intelligence, thought leadership, or legal research, crafting precise prompts can be the difference between generic output and actionable insights.
AI’s Expanding Role in Legal Research and Firm Operations
Beyond marketing, AI is making waves in legal research and firm operations. Advanced AI tools are now assisting attorneys in analyzing increasingly complex issues, such as the intersection of insurance buyouts and divorce settlements following catastrophic events.
In firm operations, AI is proving invaluable in hiring, recruitment, and internal efficiencies. From summarizing candidate data for lateral hiring to refining website content, these tools are streamlining processes while enhancing accuracy.
The Challenges of AI Adoption
Of course, no conversation about AI is complete without addressing its challenges. Concerns around authenticity, reputation, and content quality remain top of mind for law firms. Jill and Jonathan emphasized a critical point: AI is a tool, not a substitute for expertise.
Firms that successfully integrate AI will do so with human oversight and ethical considerations at the forefront. Identifying internal AI champions—professionals who understand both the technology and the firm’s strategic priorities—will be key to adoption and long-term success.
The Future is Here—Are We Ready?
As the presentation wrapped up, I was struck by the possibilities AI presents. This is no longer an experiment or a "nice to have"—AI is actively reshaping legal marketing, business development, and firm operations. The real question isn’t if firms will adopt AI, but how they will do it effectively.
Our role as professionals is clear: stay curious, keep learning, and embrace technology as a powerful ally rather than a threat. Because in an AI-driven future, the firms that adapt will be the ones that lead.