How AI is Reshaping Digital Marketing and Law Firm Strategy

Host Jennifer Simpson Carr is joined by Furia Rubel’s Chief Innovation Officer Leslie Richards and Digital Operations and PR Coordinator Isabelle Horan to share key takeaways from the 2025 DigiMarCon Conference in Brooklyn. With a focus on the evolving role of artificial intelligence in digital marketing, the conversation explores how law firms can move beyond content creation and use AI as a strategic tool for innovation, communication, and efficiency.

They discuss why AI is no longer just about generating content, how it’s becoming a tool for insight and preparation, and what this shift means for legal marketers, business developers, and lawyers preparing for high-stakes conversations.

What’s the biggest shift in how marketers and law firms are using AI?

As Isabelle shares, there’s been a noticeable evolution away from simply using AI to generate blogs and social posts. Instead, AI is now viewed as a tool for strategic assistance, helping professionals prepare for conversations, anticipate objections, and synthesize insights. AI is becoming more agent-like, helping professionals act smarter and faster, not just produce more.

Leslie emphasizes the growing value in humanized content and how tools like ChatGPT can simulate real conversations or role-play a client to help attorneys prep for business pitches or executive committee meetings.

How can law firms use ChatGPT for high-stakes communication prep?

One of the most compelling use cases discussed was ChatGPT’s role-playing capability on mobile. By inputting a client’s LinkedIn profile and a pitch deck, ChatGPT can simulate the client, asking hard-hitting questions to help attorneys and business developers prepare in advance.

Jennifer points out how broadly applicable this is for law firm leaders, especially when preparing for meetings with clients, practice group discussions, or board-level presentations.

What other AI use cases stood out?

The team highlights the use of AI for unstructured data analysis. Whether analyzing sentiment from LinkedIn comments or parsing time-tracking spreadsheets, AI can:

• Organize raw data into actionable categories
• Surface patterns
• Create visualizations (e.g., bar graphs of budget usage)
• Save hours of manual effort

Leslie explains how a project that might have taken at least a full day to complete manually was done in 90 minutes using ChatGPT.

What’s the key conference takeaway for legal marketers?

Generative AI is a tool for strategy, not simply shortcuts.

Izzy underscores that asking AI to “write a blog post” isn’t its highest and best use. Instead, law firm professionals can ask AI to analyze industry conversations, surface client-relevant topics, and help guide the ideation process. This approach creates more valuable, relevant content and a stronger competitive advantage.

Resources:

• DigiMarCon: https://digimarcon.com/
• HubSpot: https://www.hubspot.com/
• Inbound Conference: https://www.inbound.com/
• ChatGPT: https://openai.com/index/chatgpt/

Coming Up Next:
Don’t miss next week’s follow-up episode, where the team dives deeper into the SEO and search visibility implications for law firms coming out of DigiMarCon.