We Asked AI To Write About the Pros and Cons of Using AI in Legal Marketing – Here’s What We Heard Back

JD Supra

With the arrival last year of the extraordinarily capable ChatGPT AI interface, we humans at JD Supra have been watching – like so many others – the steady rise of articles, speculations, and prognostications about artificial intelligence and how it will upend everything, including the legal space.

Anyone who has spent time studying the role of law firm thought leadership … will recognize the depth of limitations ChatGPT articulated in its list of cons…

While we’ve seen many thought pieces written by people known for their hard-earned skill and expertise, it occurred to us that we have yet to hear anything from one of the key parties in this brave new world: ChatGPT itself. (Themself? Themselves?)

So we asked. For the first in a series of questions we posed to OpenAI’s language model about artificial intelligence and the legal sector, we requested:

Please write a post listing the pros and cons of using AI to generate legal marketing content

Here is what we heard back (instantaneously!) from ChatGPT, copied in full below. Our (human) thoughts follow this complete, unedited cut and paste:

“The use of artificial intelligence (AI) in various industries is becoming increasingly widespread, and the legal sector is no exception. One application of AI in legal marketing is the use of advanced language models such as OpenAI’s ChatGPT to generate content. This article will explore the pros and cons of using ChatGPT to write legal marketing content.


  • Saves Time and Effort: One of the significant advantages of using ChatGPT for legal marketing content is that it saves time and effort. It takes a matter of seconds for ChatGPT to generate a substantial amount of content compared to the time it would take a human to write the same amount of content. This can be especially beneficial for legal marketers who have a tight deadline to meet.
  • Improves Consistency: Another advantage of using ChatGPT for legal marketing content is that it can help improve consistency in writing. ChatGPT uses algorithms to generate content, ensuring that the tone, style, and format of the content remain consistent throughout.
  • Cost-Effective: Using ChatGPT for legal marketing content can be cost-effective compared to hiring a professional writer. AI-powered tools like ChatGPT eliminate the need for manual labor, reducing the cost of content creation.
  • Enhances Personalization: ChatGPT has the ability to generate highly personalized content that can engage the target audience. Legal marketers can input specific keywords and phrases, and ChatGPT will generate content that is tailored to the target audience’s interests and preferences.


  • Lacks Creativity: While ChatGPT can generate high-quality content, it still lacks the creativity and originality that a human writer brings to the table. AI-powered tools like ChatGPT rely on algorithms to generate content, and while they can be customized to a certain extent, they cannot match the unique perspective that a human writer can bring.
  • Limited Understanding of Context: ChatGPT’s understanding of context is limited, and this can result in content that is not entirely relevant to the target audience. While ChatGPT can generate content based on specific keywords and phrases, it does not have the ability to understand the nuances of the context in which the content will be used.
  • Potential for Error: AI-powered tools like ChatGPT are not perfect and can generate errors in the content. This can be especially problematic in the legal industry where accuracy is of utmost importance. Legal marketers must carefully review the content generated by ChatGPT to ensure that it is error-free.
  • Limited Customization: While ChatGPT can be customized to a certain extent, its customization options are limited compared to those offered by a human writer. Legal marketers who want to create truly unique and customized content may need to consider hiring a professional writer.

In conclusion, ChatGPT can be an excellent tool for legal marketers who are looking to save time and effort, improve consistency, and reduce costs. However, it is essential to understand the limitations of AI-powered tools like ChatGPT and the impact they can have on the quality and relevance of the content generated. Legal marketers must weigh the pros and cons of using ChatGPT and determine if it is the right tool for their needs. Ultimately, the choice of whether to use ChatGPT or a human writer will depend on the specific goals and needs of the legal marketing campaign.”


*Okay, it’s us humans again:

Anyone who has spent time studying the role of law firm thought leadership in marketing, PR/communications, and business development will recognize the depth of limitations ChatGPT articulated in its list of cons.

Remarkable that we have created a tool that can follow such an assignment, answer such a question, so well (albeit somewhat generically). However, in the world of legal service, in which individuals with depth of education and experience apply what they know to complex situations on behalf of individuals and corporations facing unique challenges, limited understanding of context, potential for error, and limited customization are significant hurdles.

For the moment. Perhaps one day our AI models will have gained enough knowledge to apply the law in ways that matter — and to write thought leadership that can share strategic insights and guidance with those people who need it.

Until then, we are still rooting for the humans