Marina J. Wilson
Marina J. Wilson DeShazo Adams, LLC
Tim Stanley
Tim Stanley Justia
Using ChatGPT & AI Tools for Writing Law Firm Marketing Content The Good, The Bad, The Ugly
Overview AI Webinar Summary
Using ChatGPT & AI Tools for Writing Law Firm Marketing Content: The Good, The Bad, The Ugly

In this webinar, we are covering how lawyers and marketers may use ChatGPT and other artificial intelligence (AI) models for writing law firm marketing content. Join us as we explore how ChatGPT works to produce content, why ChatGPT presents factual accuracy issues around legal topics, and how Google is factoring AI-generated content into its ranking algorithms (including how ChatGPT-generated content may impact your rankings in both a positive and negative way). We will also discuss how you can markup your law firm content so it is better indexed by ChatGPT and other large language models (LLM). Finally, we take a look at ChatGPT's integration into Bing and Google’s expected response, including where we predict both platforms’ search interfaces are heading, particularly for legal content and answers.

Topics covered include:
Artificial Intelligence (AI) Legal Marketing Legal Tech
Agenda:

  • What is ChatGPT
    • What is a Large Language Model (LLM)
    • How does ChatGPT work?

  • AI-LLM/ChatGPT Output
    • AI-LLM/ChatGPT and Factual Accuracy
    • Dataset of Content
    • AI-LLM Model Itself
    • Examples

  • AI-LLM/ChatGPT Content and Google Rankings
    • Google Ok With Useful Content from AI
    • Legal Content on Google
      • YMYL (Your Money or Your Life)
      • EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness)
      • Using AI-LLM Output Directly
      • Edited AI-LLM Drafted Content
      • Examples
    • Non-legal Content on Google
      • Marketing Content
      • Fictional and Hypothetical Content
      • Examples
    • Schema Markup for AI-LLM/ChatGPT Models
    • AI-LLM Content Detection

  • AI-LLM/ChatGPT and Google & Bing
    • Bing's Competition With Google
    • Search Interfaces With AI chat
      • Legal Advice Versus Information
    • ChatGPT Terms of Service
    • Google's AI-LLM Testing
    • Featured Snippets v. AI-LLM Answers
Duration of this webinar: 60 minutes
Originally broadcast: March 30, 2023 11:00 AM PT
Webinar Highlights

This webinar is divided into section summaries, which you can scan for key points and then dive into the sections that interest you the most.

Introduction
Marina Wilson and Tim Stanley introduce themselves and outline the webinar's focus on AI tools like ChatGPT and Google's Bard for law firm marketing. They discuss the evolution of ChatGPT, highlighting its ability to pass exams and the ethical debates surrounding its use. The webinar will cover how to use AI for marketing, discuss issues of accuracy, copyright, and ethics, and compare Google Bard with Microsoft Bing and ChatGPT.
AI Tools Overview
ChatGPT has evolved from version 3.5 to 4, with significant improvements in performance, especially in passing exams. OpenAI offers a free version of ChatGPT, but the Plus subscription provides access to the more advanced ChatGPT 4. Microsoft has integrated ChatGPT into Bing, and Google has introduced Bard, both competing in the AI space. Users are encouraged to try all three AI tools as they become increasingly integrated into various platforms.
Using AI for Legal Marketing
ChatGPT is effective for generating marketing ideas, but caution is advised against using it for legal advice due to accuracy and ethical concerns. The AI can assist in brainstorming and creating content like taglines, but its suggestions should be reviewed by a qualified person. ChatGPT's terms of service prohibit using it for the unauthorized practice of law, emphasizing the need for human oversight.
SEO and Website Content
ChatGPT can generate SEO ideas and website content, but users should ensure the content is accurate and legally sound. The AI can help create initial drafts for web pages, but legal analysis and personal touches are necessary for differentiation. Using ChatGPT for social media and business profiles can help control online presence.
Ethical and Legal Considerations
Accuracy is a major concern with ChatGPT, since it can provide incorrect information with authority. The AI's responses can vary, and it lacks understanding of legal nuances, requiring careful review by users. Copyright and plagiarism issues arise with AI-generated content, since it may not be unique and could infringe on existing works.
Google Rankings and AI Content
Google's focus on quality content affects AI-generated content, emphasizing the need for originality and accuracy. The Helpful Content Update aims to prioritize high-quality, human-like content, but AI can still be used if it enhances content quality. Google's Bard and Microsoft's integration of AI tools indicate a shift towards AI in content creation, but human oversight remains crucial.

Please note this AI-generated summary provides a general overview of the webinar but may not capture all details, nuances, or the exact words of the speaker. For complete accuracy, please refer to the original webinar recording.

Speakers
Marina J. Wilson
Marina J. Wilson Associate Attorney
DeShazo Adams, LLC
Marina J. Wilson’s practice includes employment, education, and other civil matters. She received her bachelor’s degree from the University of Georgia and earned her J.D. cum laude from the Louisiana State University Law Center. While at LSU Law, Marina received the 2nd Place Best Oralist award in the Dean’s Cup Competition, was a Semifinalist at the National Energy & Sustainability Moot Court Competition, and earned recognition for her academic performance. Prior to returning to practice, Marina worked on free law projects and legal marketing solutions at Justia.
Tim Stanley
Tim Stanley CEO
Justia
Tim Stanley is the CEO and founder of Justia, one of the most visited legal portals in the world. Justia’s mission is to make law and legal resources free for all. Before founding Justia, Tim founded and was CEO of FindLaw. He is the general counsel and on the Board of Trustees of Public.Resource.Org, and was previously on the Board of Nolo and American LegalNet. Tim has a BS and MS from Stanford University and a JD from the University of Michigan Law School.
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