How to use AI to write your law firm (or other company) blog

Dec 11, 2023

There are many good reasons to use AI to write content of all kinds. It’s free (so far), absurdly fast and easy, and mostly turns out servicable prose (or poetry, screenplays, etc.). Only hitch – and so far, a big one – is it typically sounds like it was written by a robot. Or at very least a robot-like human. What’s worse, search engine algorithms can sniff out AI-generated writing and tend to rank it as such, making it harder to find online.

Which is why, while we shouldn’t abandon AI for help with writing, we need to work with it.

Below are two versions of a piece of writing. First one came from me asking ChatGPT to write a brief description of why writers of law firm blogs need to use human editors to make AI-generated content seem more human. The second’s my “humanized” rewrite. I’ll leave it to whoever reads this to decide which is better. But if you want folks to more easily learn about you and your business online, you’ll likely need an actual human to treat what AI writes as a first draft.

1) Writers of law firm blogs often leverage AI-generated content to streamline their writing process and enhance efficiency. However, the raw output of AI may lack the nuanced and human touch necessary for effective communication in the legal field. This is where human editors play a crucial role.

Human editors bring a depth of understanding and empathy to the content, ensuring it resonates with the target audience. They can refine the tone, structure, and language, infusing the AI-generated material with a more authentic and relatable voice. In the legal domain, where clarity and precision are paramount, human editors can catch nuances that AI might miss, ensuring the content aligns seamlessly with legal standards and practices.

Moreover, human editors possess the ability to tailor the content to the unique brand identity of the law firm. They can incorporate the firm’s values, style preferences, and specific messaging into the content, making it more personalized and engaging for the readers.

In the legal profession, where trust and credibility are foundational, human editors contribute to building a connection with the audience by injecting a sense of humanity into the AI-generated content. This collaboration between AI technology and human expertise allows law firm blogs to maintain professionalism while also establishing a more approachable and authentic online presence.

2) Law firm bloggers, like bloggers in other fields, have discovered AI-generated content is an efficient shortcut that can generate well-researched stories in a fraction of the time it would take a human to accomplish a similar task.

Everybody likes speed and efficiency. Right?

Trouble is, there’s something about the “voice” of AI-generated content. The facts are right, the story is generally accurate, but it often sounds like it was written by a computer.

Because it was.

However, that is NOT a reason to abandon AI-generated content. It simply needs another step in the process, something to humanize the product that AI has created for you. It is a relatively simple fix that should not be overlooked.

And this extra step needs to be provided by an actual human being who can review the AI-generated copy and then re-write it (or at least tweak it) so it sounds warmer and less mechanical.

Human editors bring a depth of understanding and empathy to the content and make it resonate. Humans can improve and refine the tone, the structure, and the language to make the content more authentic and relatable.

Legal blogs must deliver clarity and precision – just as the lawyers themselves must deliver clarity and precision in their work and in their conversations with clients. Legal content, whether generated by a computer or a human being, must always align with the legal standards and practices embraced by the firm.

Another thing a human can do better than a computer is tailor content so it meshes seamlessly with a law firm’s brand identity. Law firms are sensitive about their own values, style, and messaging. Those are things that may not be captured accurately in AI-generated content.

Human editors are better at connecting with audiences by injecting a sense of humanity into the messages they send out to clients, prospective clients, and others. Those are items that connect with human feelings and emotions. Computers are not very good at that.

The best content probably comes from a partnership between artificial intelligence and human intelligence. Don’t rely on one without the other.