Gladiator Law Marketing for Attorneys
Gladiator Law Marketing for Attorneys


How to Identify AI-Generated Content and Why It’s Not Beneficial for Law Firm SEO

March 20, 2023   |   Written by Frederick Blake
AI Law Firm Content Marketing Artificial intelligence (AI) has become an integral part of the marketing industry, revolutionizing the way companies create and distribute content. With advancements in natural language processing (NLP) and machine learning (ML), AI-generated content has become increasingly common in marketing, from product descriptions to blog posts. However, it’s essential to know how to spot AI-generated content in marketing. In this blog, we’ll explore how AI-generated content is created, why it’s becoming more common in marketing, and how you can identify it. We’ll also discuss the limitations of AI-generated content and why human-generated content is still the best choice for marketing.

How is AI-Generated Content Created?

AI-generated content is created using machine learning algorithms that can analyze and understand large amounts of data. The algorithm is programmed to learn from pre-existing data, including text, images, and other media. It then uses this data to create new content that’s similar in style and tone.

There are several types of AI algorithms used to generate content, including natural language processing (NLP), machine learning (ML), and deep learning (DL). NLP algorithms are used to understand and analyze human language, while ML algorithms are used to learn from data and make predictions. DL algorithms are the most advanced and are used to analyze complex patterns and relationships in data.

The most common applications of AI-generated content in marketing are chatbots, product descriptions, email subject lines, and social media posts. For example, law firms can use chatbots to gather initial information from potential clients, answer simple questions, and invite them into further communication with the law firm.

Why is AI-Generated Content Becoming More Common in Law Firm Marketing?

The rise of AI-generated content in marketing is due to several factors, including the ability to create content at scale, reduce costs, and improve efficiency. AI-generated content can be created faster and at a lower cost than human-generated content, making it an attractive option for businesses.

Additionally, AI-generated content can be optimized for specific marketing goals, such as improving click-through rates and engagement. AI algorithms can analyze large amounts of data to determine the most effective keywords, phrases, and content formats.

Finally, AI-generated content can be used to create highly personalized content, improving the customer experience. For example, companies can use AI to generate product recommendations based on customer preferences, increasing the likelihood of a sale.

AI-generated content is becoming somewhat more common in law firm marketing, but it is not widespread.  Some law firms are experimenting with various uses, from researching a particular topic to synthesizing a large amount of information.  However, a law firm is considered by Google to be a YMYL (your money or your life) business, which means Google’s algorithm holds it to a higher standard than a typical retail, restaurant, or informational website.  Medical websites are similarly considered by Google to be YMYL.  That’s because the impact and consequences of legal and medical information on users is so much greater than an average consumer website.  Google has been known to penalize YMYL websites that have inaccurate or poorly written content, which lower a site’s search engine results and ranking.

How to Identify AI-Generated Content in Law Firm Marketing

While AI-generated content can have its benefits, it’s essential to identify it and understand its limitations. Today Copyscape software is often used as a plagiarism checker, and it can identify duplicate content.  Experts anticipate that similar software will soon become available that can identify AI-generated content.  Here are some tips on how to spot AI-generated content in marketing:

1. Lack of Personalization

One of the significant advantages of AI-generated content is its ability to generate personalized content. However, this technology is not yet advanced enough to create highly personalized content on a large scale. Therefore, if you notice that the content you’re reading does not address you by name or does not use information specific to your needs, it is likely AI-generated

2. Repeating Phrases

AI-generated content is programmed to use certain phrases repeatedly to emphasize a point or generate interest. This can make the content sound repetitive or even robotic. If you notice that certain phrases are used over and over again, there’s a good chance that the content was generated by AI.

3. Inconsistencies in Tone and Style

Human writers usually have a consistent tone and style, which is difficult for AI to replicate. AI-generated content may be inconsistent in tone and style, sounding like multiple authors wrote the content. This could be a red flag that the content was generated by AI.

4. Lack of Research and Depth

AI-generated content is typically created based on pre-existing data and templates. Therefore, it may lack the depth and detail that human-generated content has. If you notice that the content is surface-level and does not delve into the subject matter, it is likely AI-generated.

5. Errors in Grammar and Syntax

While AI algorithms are becoming more sophisticated in their ability to understand and use human language, they can still make mistakes in grammar and syntax. If you notice errors in the content, such as incorrect verb tense or subject-verb agreement, it is likely AI-generated.

6. Unnatural Language

AI-generated content can sometimes sound unnatural or awkward. This may be because the algorithm is trying to use complex vocabulary or sentence structures that are not commonly used in everyday language. If the content seems difficult to read or understand, it may be AI-generated.

7. Lack of Originality

AI-generated content is created based on pre-existing data and articles, so it often lacks originality and can sound bland. If you notice that the content seems familiar or resembles other content you’ve read, it may be AI-generated.

Limitations of AI-Generated Content

Despite the many advantages of AI-generated content, it’s important to recognize that it still has a long way to go before it can fully replace human-generated content. AI algorithms are in their infancy,  and their lack of sophistication and customizability must be taken into account when using AI-generated content for law firm marketing purposes.

One of the most significant limitations of AI-generated content is its lack of creativity and imagination. While AI algorithms can generate content based on data and patterns, they may struggle when it comes to coming up with new and original ideas. This can result in content that feels formulaic or repetitive, which can quickly turn off audiences.

Another limitation of AI-generated content is its inability to understand cultural nuances. Cultural nuances are an essential aspect of human communication, but they can be difficult for AI algorithms to pick up on. This can lead to content that feels tone-deaf or even offensive, which can damage a brand’s reputation.

Furthermore, while AI algorithms are good at analyzing data and creating content based on patterns, they may struggle when it comes to handling complex topics that require in-depth research, analysis, and reasoning. This is because AI algorithms are limited by their programming, and they may not be able to understand the nuances and complexities of a particular subject in the way that a human writer can.

Finally, AI algorithms are not yet advanced enough to replicate the emotions that human writers bring to their work. Clients facing legal issues are often filled with emotion, stress, and fear.  A law firm wanting to establish a connection with its audience must speak with empathy, compassion and reassurance.  Human writers are uniquely skilled at conveying emotion through their writing. This can include everything from empathy and frustration to sadness and anger, all of which can help make the content more engaging and relatable to law firm clients.

While AI-generated content certainly has its benefits, it’s important to recognize its limitations. Lack of creativity, inability to understand cultural nuances, limited ability to handle complex topics, and inability to replicate human emotion are just a few of the challenges that AI algorithms face when it comes to generating content. As such, it’s important to balance the advantages of AI-generated content with the need for human-generated content to create a truly effective law firm marketing strategy.

Why Human-Generated Content Is Still the Best Choice for Law Firm Marketing

When it comes to marketing, it’s crucial for you to establish a strong connection with your audience. If you don’t, potential clients will look elsewhere.  Human-generated content has a unique and irreplaceable quality that AI-generated content simply can’t match. While AI-generated content may seem efficient and cost-effective, it lacks the originality and deep “knowing” that only human creativity can provide.

Authenticity is a key factor in building trust and credibility with your audience. Human writers can bring their own personal experiences and perspectives to their work, which makes the content feel genuine and unique. This sense of authenticity is especially important in today’s world, where consumers are increasingly skeptical of marketing efforts that feel inauthentic, trite, or disingenuous.

Human-generated content can create an emotional connection with law firm clients. Humans seek other humans, especially in times of stress.  Emotion is a powerful driver of law firm engagement and loyalty, and human writers are singularly skilled at tapping into the full range of emotions. Whether it’s relief, sadness, or excitement, human-generated content can connect with the audience on a deeper level, which can lead to stronger brand loyalty and advocacy.

Human writers are also adept at handling complex topics that require in-depth research and analysis. This can help establish your brand as an expert in your industry, which can be especially important for law firms that want to position themselves as thought leaders. The ability to convey complex ideas in a clear and engaging way is a skill that only human writers can provide, and it can help set your brand apart from the competition.

Finally, human-generated content offers a level of flexibility that AI-generated content simply can’t match. Human writers can quickly adapt to changes in the market or industry and adjust their writing accordingly. This agility allows brands to stay relevant and responsive to their audiences, which is crucial in today’s fast-paced digital landscape.

Gladiator Law Marketing Offers Exceptional Original Writing

AI-generated content is becoming more common in law firm marketing, and it is essential to know how to spot it and understand its limitations. While AI-generated content can be faster and cheaper to produce, it lacks the creativity, emotion, and nuance that human writers bring to their work every day. Human-generated content will always be the best choice for law firm marketing because it can build authenticity, authority, trustworthiness, and expertise in your industry.

When deciding between AI and human-written content, it is important to consider your law firm’s brand, needs, and goals. While AI technology can be useful for automating certain tasks, creating high-quality, original content should always be a top priority for law firm marketing.  Gladiator Law Marketing has always invested in top-notch talent, and this includes our skilled and professional team of writers.  The writing we produce for our clients is always original, customized, and unique to you.  To find out more about our content, SEO, and design services, contact us for a free consultation at 859-203-8440.


    next steps