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The Law Firm Marketing Minute
2025 Is the Year to Make AI Your Ally
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🚀 AI isn’t coming—it’s already here, and it’s moving fast. In this episode, Mike and Eddie break down how AI agents, automation tools, and new tech like Video 3 are reshaping the legal marketing world. From client intake to content creation, this isn’t about replacing lawyers—it’s about giving them back their time, sanity, and edge.
đź“Ś Key Takeaways
- AI won’t replace lawyers, but lawyers who use AI will outpace the rest.
- New tools like AI agents and video generators are more powerful (and accessible) than ever.
- It's time to experiment—dabble, test, and discover how AI can streamline your day-to-day.
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Your ability to create video. I mean high profile, polished video is happening now and you can use this in your firm, you can use this in marketing materials, but I mean, like it's just that would not have been a thing a year ago. Welcome to the Law.
Speaker 2:Firm Marketing Minute the go-to podcast for solo and small law firms who want to level up. We're excited for you to join us this episode and remember, if your law firm needs more clients and better clients, be sure to go to growmylawfirmfastcom. That's growmylawfirmfastcom. All right, let's get right into the episode. Hello everyone, Welcome back to the Law Firm Marketing Minute. As always, I'm your host, Mike, and as sometimes I am Eddie. Sometimes.
Speaker 1:Eddie, I like how I just said that. Can we do that again, like sometimes I am Eddie, I don't know. I just said it so smooth and so velvety.
Speaker 2:If you are a person who has a woman friend who needs someone. Eddie is here.
Speaker 1:Nope, I've given up on that world.
Speaker 2:You show her that smooth talking? Nope, I haven't.
Speaker 1:Smooth talking. Nope, that's just. Yeah, that's just not gonna work. He'd be like a 1920s radio host.
Speaker 2:He'd be like you could pick up, like the instrument, like the saxophone, like Duke Silver.
Speaker 1:Oh yeah, that you definitely have to have a velvety voice. If you have a saxophone, yeah, nope, I can hang up.
Speaker 2:I like it so today, uh, speaking of being smooth, uh, here's a transition into ai. Ai can help your law firm work smoother if you give it the chance to be your friend and not your enemy.
Speaker 1:Yeah, I mean looking at, I know.
Speaker 2:First and foremost, we keep it human first. Yeah, you can't replace human creativity. Ai is terrible with creativity. It's just it's there to be a tool to use. It's like the hammer Like I've got a hammer sitting in my garage. I don't go around all day carrying a hammer. I only use the hammer when I need the hammer.
Speaker 1:Yeah, but it seems like now that do you want to start this over? No, keep going. You're laughing about hammers over there, but I mean, it seems like there's a lot of nails all of a sudden. If AI is a hammer, it seems like everything is either being a nail or it's being told that's what you have as a nail and this is what you need. I mean, I study ads all the time. I'm on Instagram. I have zero posts. The only reason I'm on there is to study ads and to get videos from my daughter about cats. But the other thing is that I'm seeing so many AI empowered AI.
Speaker 1:You leverage this. Ai can do this for you. Ai can take over marketing for you. It can do all these tasks that you don't want to do anymore. So I think so. Yeah, I think more and more things are being shown. Yeah, yeah, it's a hammer, but you don't want to use a hammer when you need to screw that that old metaphor. But at the same time, everything's being shaped as a hammer. Everything's being shaped as a nail right now, and ai is the hammer.
Speaker 2:It's like we can use it well, I think the biggest issue right is that we've had other tools come along and they just slowly work their way into society, and and now society uses them on a daily basis, like the internet, you know, and the internet was just like yes, it was, it was internet boom, but it's, you know, it made its way into society, and there was people that doubted it and said, oh, it's not going to be much of anything. Here's the thing, though, with AI. Ai is moving so fast, like insanely fast, with how it's developing, and I've talked about it on this show before AI agents. I, you know, I kept saying over and over again, I think, like I was even saying this last year, or maybe the beginning of last year that AI agents are coming, and they're coming fast and they're here.
Speaker 2:There are two things that go into legal marketing that you really need to know. The first one you probably already know if you've been a long-time listener of the Law for Marketing Minute which is that there are so many things that go into marketing you know there's so many channels, there's so many strategies it can be a headache, I get it. The second thing you need to know is that our listeners actually have access to an exclusive offer. It's one free month of our marketing services, completely free, just for being a listener. How cool is that? So what you got to do to claim this offer basically is to go into the podcast description. There's a link. You can click that link and sign up, get your booking and pick a time that works for you, or you can go to growmylawfirmfastcom that's growmylawfirmfastcom. To get started. All right, let's get right back to the episode.
Speaker 1:I remember I was a philosophy and political science major. One of the books you wrote is called the Singularity by Ray Kurzweil. I mean, if you know anything about Ray Kurzweil, I'm not going to get into it, but I mean he's a technological philosopher and he's made predictions. I mean he outlined what we're living in now about 30 years ago. It's incredible in terms of what he's predicted, but, at the same time, easily talked about technological growth being exponential. So maybe the, the exponent, the technological growth from 1930 to 1965 might be the equivalent of about seven minutes in 2025. So and we're seeing the gas pedal.
Speaker 1:I mean, when I first used that gpt as a form of content generation, I I told the ops this is a waste of our time. I mean, yeah, fantastic, me, I saw that one coming, but yeah at the same. But I mean what I'm seeing now, even in the last two weeks on AI being implemented in marketing, is better than what I saw six months ago, and it's a heck of a lot better than what I saw a year ago. I mean I'd love to talk about AI agents, what those are, and I mean how even law firms can use this. I mean there's so many different things in terms of creating video script. I mean when we did our 2025 Legal Marketing Trends Report. I mean a lot of the things that people are using AI for, especially in law firms, is research, intake, marketing materials. I mean now how, what is an ai agent and how does that get incorporated into like an automation or an intake process?
Speaker 2:yeah, well, the, the ai agent is simply the. The came and say like a being, because it's not, but it's, it's not, but it's it's. You give it a mind, basically, right, you use some some sort of uh ai system program and that's its brain, basically that's how it uses to think, to have like craft responses and stuff like that. And you can set up an agent, basically where the agent will uh, cover some sort of task for you and automate some sort of task for you, right, so it's like um, talking real tasks like whoa, yeah, okay, so, uh, emails, yep, right, someone sends you an email. Okay, you could, you could set up an ai agent where it basically responds back to that email, like appropriately.
Speaker 2:Now, I'm sure that there's got to be at least some people who are listening to this podcast and say I don't trust ai to capture my voice and whatnot. And that's probably true, fair, that's a fair point. However, the rate of speed that it's moving at, I wouldn't even be surprised if by next year, like it could capture people's tones, their personalities, like very, very easily. I mean, just think about how far we've come in such a little time. And also, I'm sure that you've seen already the Google VO3. Vo3? Is it V-E-O or V-O? I think it's V-E-O-3 or something like that. That is wild.
Speaker 1:I published a blog about that last week, and this is I can't remember what the term was, but there's a lot of things that get announced on certain. I mean Google, apple, et cetera, when they announce tech that doesn't actually exist or will never actually exist. This is very much happening now, and it's leveraging AI platforms that are very much in use. I mean so VEO3, if you haven't seen it, or VEO3, I keep seeing VEO. I think it's.
Speaker 2:VEO3. I'm pretty sure. Yeah, let me just look it up.
Speaker 1:Anyway, it's spelled VEO, space three, and it is a text to creation function that says that you can outline and write down what you want to see created on video. And the other thing, too, is that it's not showing six fingers on one hand, which AI is notorious for doing. It was showing real human movement. It was showing even clothes Clothes were moving. I mean, the lip syncing function was frighteningly close. Yeah, and again, this is really happening Now. I don't know why I was to say this, but I mean, like, your ability to create video I mean high-profile, polished video is happening now and you can use this in your firm, you can use this in marketing materials. But I mean, like it's just and again, that would not have been a thing a year ago, not even close yeah, and the reason why I brought up the VEO3, it is VEO3, um.
Speaker 2:Was that just to showcase, like Eddie said, like it was simply it was last year that even images that not just video, but images that were generated, would have five, six fingers, or sorry, wait, wait a second, six, seven figures.
Speaker 1:Fantastic. There you go.
Speaker 2:Six or seven figures fingers on each hand, and that didn't make any sense. But now we've gone past that. But the reason why I brought that up is just to showcase, like, how quickly everything has moved in up in the past year. I mean, we've been hammering this nail for a very long time now. Last night I was messing with this thing called n8n and it's it's like an ai aging kind of thing. It's.
Speaker 2:It's it is complicated, um, to extent, like it can be, it's like adobe. When I tell people about adobe, they say is adobe easy to use or is it hard to use? And I say adobe is as simple as you want it to be and it's as complex as you want it to be. It depends on, like, what you want to do, and that's the same thing with this. So I decided you know what I'm going to, take a look at it, because hammer ain't or, yeah, hammer ain't going to do anything if it just sits there right, like how am I gonna figure out, how can I incorporate this into my, my professional life, into my, into my life really, to kind of figure out the benefits of it. And I was able to just like create like a simple function where I it was. It was more like a workflow, but it definitely had AI involved, where I would talk to a bot on Telegram that I created on Telegram and then it would change what is.
Speaker 1:Telegram for people that are like me and have no idea. When you say Telegram, are you talking about like World War II?
Speaker 2:Telegram's like WhatsApp, but better Got it, and I would give it like a word and it would change the value in a Google sheet that I had specified before to that value. So like stuff like that, right, and that's just the tip of the iceberg, what he's saying is that he sent essentially a text to himself right To a bot.
Speaker 1:To a bot. Yeah, the bot read the text and input the data of the text itself into a spreadsheet.
Speaker 2:And knew which spreadsheet and knew which cell, because I had already programmed ahead of time. So it's like, and the use for it would be like you could also add a line, a new row of data into Google spreadsheet and you could give it the prompt like hey, if I send a message to you with X, y and Z, I need you to create a new row of data and I need you to put X in this cell, y in this cell and Z in this cell. How long did it take you to create this? Well, to be fair, it took me a couple hours, but, like that's, I was it was you but you were going cold.
Speaker 1:Yeah, I had no idea what I was doing. Yeah, so within a couple hours you were able to text a bot. The bot was able to read your text. Yeah, the bot was able to. Or the AI agent, I guess, more specifically when I say bot yeah, this one was like I said.
Speaker 2:This one was more like a workflow, but it had some AI involved. Yeah, sure, but like that's the craziest thing, though, is that like that's just the tip of the iceberg? I've seen people creating these agents that are doing wild things, like wild things, and so it's it's, it's it's just. Our duty here is to just say what we've been saying over and over again for the past year and a half two years, actually, actually, probably more than two years We've been on this AI.
Speaker 1:No, no man, I'm old. I mean, life's like a roll of toilet paper the closer you get to the end, the faster it goes. I mean, like two years seems like two weeks to me at this point.
Speaker 2:All right Afterwards, if you're good on this, afterwards you can have your tapioca pudding.
Speaker 1:Thank you.
Speaker 2:Is there rice in that? No, it's rice pudding. Oh, that's disgusting. They're both very interesting. All for chills. But either way, the reason why we keep hammering this in is because it's super important. I mean, not only is this a way for you to kind of you know, see what is going on, because we've been dabbling with AI alongside what we do here at Spotlight, you know, we've been like looking into how we can use, like, for example, me and Eddie, how can we use ChatGPT to help us, you know, do our jobs better here at Spotlight, that sort of thing. So not only is it just to keep you top you know, top of the food chain when it comes to AI, but like, just also like you comes to AI, but like just also like you gotta figure yeah, you gotta get in there and get your feet wet.
Speaker 1:Here's a bit of good news though. So if I were to tell you not gonna tell you whether this is real or not? I mean, there is a movie coming out in two weeks. It was made entirely of AI.
Speaker 2:It was written um, if it's the first ever, I'm pretty, it's pretty likely that I go fair.
Speaker 1:I think the the only time that people would say they want to see something that's entirely ai produced is if they're it's it's novel, it's something new, just to see what it can do. Now if, jay, what is your? What is your favorite writer? Tolkien? Tolkien, I mean hypothetically, if he wrote a book. He wrote a book that was coming out next year, yeah, and AI wrote another version of Lord of the Rings that was also coming out next year. I don't know if Tolkien has since passed away, but which book would you rather read?
Speaker 2:Tolkien.
Speaker 1:Absolutely. I think more and more people are really readily using AI, but many people are very hesitant to receive it. Many people are. They don't want to buy an AI product. They definitely want to use AI to create things, but they definitely don't want to buy it. And I'm not even talking outside the realm of recreation. So I'm saying the good news here and I'm going to trace back to why I said this is good news is that no one's going and AI is not going to replace a lawyer. More people are going to want to work with a lawyer than they're going to work with AI.
Speaker 1:So when you start talking about AI agents, we start talking about these different platforms of VEO3. Granted, that is more of a creative element, but you start looking at AI as to how it can make your life easier, whether that's analyzing client reviews for insight. I mean repurposing existing content. I mean writing ad copy that you're going to rewrite later on. I mean speech-to-text transcriptions. I mean I've used so many of it in terms of meetings and being able to go back and read it, so use it to whether or not you're creating a workflow. So I think the power of AI, especially in the legal world, is going to be making your life easier and more efficient, while still allowing you to perform the essential functions of being an attorney, and I think that that's kind of a safe bet right now is that you, as a human being, are secure, but you can become more so and get more of your free time and be able to do more of what you want to do by leveraging some of these platforms yeah, no, absolutely, and I think that's that's.
Speaker 2:That's really what it comes down to. Like I, I I'm learning this n a n you know ai agents thing and whatnot, because, uh, I don't know what its use could be for my professional life. Like, I don't know, could I introduce it to my position here at spotlight? That helps me very possibly. I don't know, could I introduce it to my position here at spotlight? That helps me very possibly. I don't know. I'm just going to go ahead and dip my toes in the water and try to figure it out. If they can or can't, I mean, I think that's the whole point we're trying to get across here is that, you know, ai can be fun. Um, you know, there's uh a big thing on youtube right now that I'm seeing a lot of is uh, people are using the uh video generation tools to create basically like bedtime stories, right where they have like narrators and yeah whatnot.
Speaker 2:And they, they basically say, like you know, hey, here's a an adult bedtime story, like it's not like a kid's bedtime story, it's like, you know, like something that adults would listen to. People are listening to this, yeah, yeah, me. But for writers, for people who are more writer-inclined, that don't have like the graphic ability or whatever, that's a perfect opportunity for them to get their stories out there. You've got a short story, just put it into.
Speaker 1:Oh, don't know. This is where we're gonna drastically divide. I mean, you're you're not gonna tell me ai is gonna beat checkoff? It's just not possible, it's not gonna beat. Joy williams, do you come up with the story? You is the right, not this, but the story is the easiest part. I mean it is the craft, yes, it is. I mean the idea, yeah, it is the story, but writing is. I mean you, only I. I mean I will argue check off Dennis Johnson and.
Speaker 2:Joy Williams over AI. Okay, but I'm talking about you, the human. You can move your story, but then you feed that story into the video generation and all it's doing is generating video. That's fine, and then you narrate over it.
Speaker 1:Okay. So I'm not saying yeah, okay good, yeah, okay, good all right, all right, I was about to jump over the table I'm saying that this is what they're kind of doing, but it's just like it's.
Speaker 2:It's one of those things where it's like that. Who would have thought, you know, and now it's, now it's a thing, and you, just, you gotta, you just gotta. At least dabble in it, at least dabble in it at least dabble in it.
Speaker 1:I mean, and even in the marketing world, it's showing that people with a modicum element of marketing know-how can become much better marketers with. I mean AI enhanced. I mean it's all this AI enhanced. I mean if you have a basic understanding of copywriting techniques. And then we've had podcasts. You know LinkinBio I know I'm not allowed to say that um a form, I know I don't say that. Don't say that either. If you do write social media, they could buy us a negative 2015. Oh man right, that was like 90 years old in 2015 too, so it's going downhill, but, um, yeah, but if you understand we did talk about copywriting techniques if you have an understanding of copywriting techniques, you can. You have an understanding of copywriting techniques, you can talk to AI, talk to ChatGPT about what you want to have happen in terms of the technical proficiency and let it generate something based on what you put into it.
Speaker 2:I mean, yeah, we also have like on ChatGPT. Now we have the whole deep research Like. At the very least, if you're going to use ChatGPT for something, use the deep research tool. I think you might have to have the paid plan.
Speaker 1:I think it's the 4.0, but it definitely has– have we talked about this on here before? I think so. So if you do go to ChatGPT and you have the 4.0 and you pay the $20 a month for it, I mean, when you first check out and you go into the chat box and you type something in underneath there, you're going to see a button that says deep research. Click the deep research button and just ask it a question. It's going to usually, when it comes back, it's going to come back with four different questions and it's going to want you to elaborate on what type of information you want and you give it what? Seven to ten minutes and it creates a dossier of information. And even the best part of it is that it links every, every uh, it footnotes itself. I mean it has its own set of citations that come along with it so you can verify what's in the, the research itself. I mean, what me, what?
Speaker 2:you're seeing the amount of research that can accumulate in seven to ten minutes versus what you could have done on your own staggering and and well, the beautiful part about it is that you can ask very specifically about like, say, you want something presented to you in a certain way, like, hey, I want more graphs. Or hey, I want more visuals to go along with it. It'll do it, um. Or or hey, I want this information, but I want from the perspective of so-and-so yeah, I mean I've looked up legal blogs before in terms of like.
Speaker 1:I mean it's way more complicated than anything you need on a legal blog, but it can give you a significant amount of information in a very short time. And even better yet, in that seven to ten minutes while it's accumulating all that information, you can do something. A better use of your time, I mean, so you come back to it 7, 10 minutes later. Now you have a pile of information to go through that I did not me just researching for you. It is a powerful research assistant.
Speaker 2:Yep, and speaking of time, that is something we are short on now. Oh boy, I hope you all learned something new. Hopefully this was a good update for everyone out there listening. Um, you know, in terms of ai, and if you're not using it, just gotta get your feet wet yeah, you got it.
Speaker 1:Is anybody not using it? Is that, is that a legitimate thing? Now I?
Speaker 2:feel okay. So here's the thing I feel like there's a difference between people who are using it and people who have just tried it once, like it's like, you know, not to bring up, um, you know, uh, people who smoke the, the mary jane, but, like I, I I've known of quite a few people over the years who have said, oh, I tried it once and it just wasn't for me whenever and it's like, okay, well, what were the external factors? I see what you're saying, like there's certain, there's all these certain things. So it's like you know, I'm not here to promote.
Speaker 1:I'm not trying to say we're both getting fired, nor, according to AI, to drug use. In legal states only.
Speaker 2:But it's you know you have to at least give it a fair chance and I don't think trying it one time does it any justice, because there's so much that it can do and there might come think trying it one time does it any justice? Because there's so much that I can do and there might come a point where we talk about AI still Okay.
Speaker 1:Good, I thought you were going down the rabbit hole. I strongly encourage you to use it way more than calm down On that note hopefully, everyone has a terrific weekend, eddie.
Speaker 2:It was a pleasure Always, buddy, and we'll see you next week Later.