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.


  • 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
Topics covered include: Legal Tech
Duration of this webinar: 60 minutes
Originally broadcast: March 30, 2023 11:00 AM PT
Marina Wilson

Marina Wilson joined DeShazo Adams as an associate in 2024. Her practice includes employment, education, and insurance defense matters. A graduate of LSU Law School, Marina received the Second Place Best Oralist award in the LSU Law Dean’s Cup Competition in 2019 and was a Semi-Finalist at the National Energy and Sustainability Moot Court Competition. She earned recognition for her academic performance in Constitutional Law II, Introduction to Environmental Law, Energy Law and Regulation, Climate Change Law, and Sports Law. While at LSU Law, Marina also served as a member of the Board of Advocates. Read More ›

Tim Stanley
Tim Stanley CEO
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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