Where AI Often Gets Used
It’s common to see firms experiment with AI by increasing output, publishing more blogs, adding more pages, and pushing out more social posts in an effort to appear more active. On the surface, the website looks busier, the marketing feels energized, and sometimes traffic even increases for a while.
But when content gets pumped out too quickly, everything starts to sound generic, and it becomes obvious it’s an AI-generated first draft.
And I don’t blame AI. It didn’t cause the problem.
But please, I don’t want to read another blog or web page that sounds like it came straight from the AI Content Mill:
“In today’s world…”
“Whether you’re a small business owner…”
And my personal favorite (NOT!):
“In today’s ever-evolving business landscape…”
Sound familiar?
Let’s stop the madness. There really is a better way to use AI.
Another Way to Use AI
Instead of asking AI to create more, it can be useful to ask it to examine what already exists.
Point AI at what you already have: reviews, case outcomes, intake patterns, competitor language, and your existing website copy.
Across large sets of information, patterns begin to surface.
A firm might discover that many of its strongest cases share a common theme that is barely emphasized on its site. Or that the language clients use in reviews highlights a strength the firm rarely mentions in its marketing.
It can also reveal inconsistencies in how the firm is described across its website, directories, and social platforms. Small refinements in language and consistency can strengthen how the firm is perceived online.
Your Direction Still Matters
AI can surface trends and opportunities, but it cannot determine which ones align with your firm’s direction.
More traffic is not automatically better. More inquiries are not helpful if they are not the right kind.
Only you can decide what growth looks like for your firm. That includes the types of cases you want more of, the work you would prefer to move away from, the tone that reflects you accurately, and the reputation you are building over time.
AI can support that process. It just should not be the one driving it.
A Quick Exercise
Now try this yourself.
Open five law firm websites in your practice area.
Skim the headlines. Read the first two paragraphs.
Then ask yourself:
Do you see the same introductions?
The same safe phrasing?
The same polished but predictable conclusions?
If you can see it, your clients can too, and that’s the point. Writing more isn’t the hard part. Saying something worth reading is, and that usually requires more thought than another automated draft.
My Final Thought
AI is not going away. It will continue shaping how information is created and evaluated.
Instead of handing over the creative work, consider using AI to step back and examine what you’ve already built. Let it help you notice themes, inconsistencies, blind spots, or opportunities that might not be obvious when you’re deep in day-to-day operations.
Your perspective, however, is still yours. Your experience. Your point of view. Your standards. Those are not things a tool can generate.
Use AI to strengthen your thinking, not replace it.
“Now go forth and stay in control!”