LexDellmeier’s Legal Trainee Maiju Lehtonen has spent the past six months working on her Legal Trainee Project, “AI in Law Firm Marketing,” alongside her other tasks at the firm. Combining research, practical case studies as well as an implementation strategy tailored to LexDellmeier, the project explored how AI could be used in law firm marketing and where it could bring real added value. This article gives you a closer look at the key findings and insights from the project.
What was the project all about?
The project grew out of Maiju’s interest in legal marketing and her curiosity about how AI can be effectively integrated into marketing activities to increase efficiency and create value for the firm.
The project consisted of three main parts:
- Research into the current marketing landscape and the ways in which AI is being used to support marketing activities.
- Two case studies testing different AI tools and comparing AI-assisted and manual approaches to selected marketing tasks.
- An implementation strategy for LexDellmeier, including recommendations on suitable AI tools and practical steps for integrating AI into the firm’s marketing workflows.
How was the process?
“Trust the process” is probably the best way to describe the journey. At the beginning, the project was a huge, undefined bubble, but step by step, the scope became clearer and the ideas took shape. In the end, the project delivered useful findings and practical steps for LexDellmeier to move forward with AI in its marketing activities.
What were the key takeaways?
The research and case studies revealed some interesting findings. Here are the main ones:
- AI performed better in written than visual outputs. While AI performs strongly in terms of written content, presenting it for example as a coherent and stylistically polished blog post still benefits from human input.
- Visual content still requires more work. For example, creating or redesigning a PowerPoint presentation is not yet that straightforward. Specialized AI tools are most likely needed, and the final output usually requires manual editing.
- AI works best as part of the process. Rather than giving AI an entire marketing task to complete, it is more effective to use it for individual steps of the process. This helps avoid overly generic or recognizably AI-generated content.
- Human oversight remains important. AI can still produce inaccurate or unexpected results, particularly with visual content (e.g. AI-generated images can sometimes include somewhat unrealistic details, such as people having more than two hands). At the same time, its capabilities are expected to improve rapidly.
Finally
If this article caught your attention and you would like to explore the topic and the project in more detail, head over to the full PowerPoint presentation, where you can dive deeper into the findings and recommendations.
Link to full PPT: https://canva.link/rdkoq56zxoy5zjm
And while Maiju’s traineeship and project may be wrapped up, you haven’t seen the last of her just yet! We’re happy to announce that she’ll be continuing to work with LexDellmeier remotely from Finland – so you might still spot her and her work around the firm.