P2P

19 I L T A N E T . O R G we need to know how to correctly use it as usage relates to an organization's appetite for risk, and we need to know when and how to leverage usage as competitively as possible. There is an abundance of data to aggregate throughout your firms. It needs to be leveraged. All organizations, including law firms, need a strategy, particularly as it relates to newer entrants to the AI universe; an acceptance that the strategy may be modified, as the technology matures; and a commitment to collaboration throughout the firm. From a content creation perspective, AI can help speed the creation. But its use as a start to content creation must always be matched with fact checking, editing, and even additional research to ensure accuracy and a match to your firm's style and form. It is tool and should not be used as the end product itself. And when used as a tool, it must be disclosed, much like a footnote discloses where information came from. • Marketers will become marketing technologists. They will need an enhanced comprehension of technologies and how each impacts others in the MarCom stack. Tomorrows marketing technologists must be fluid in rule making, algorithms, machine automation, and AI since they will be using the AI tools we are discussing today. AI today – and certainly into 2024 – will provide advanced insight into what topics clients, prospects, and other visitors to your website want to see more of. When married to your CMS to reveal the pages visited or terms searched, AI can help inform what to add more of – or even start the new content for you to review. As part of personalization, it can deliver targeted content at just the right time. And when integrated with SEO campaigns, it can be quite effective in helping to generate leads. But will AI universally replace reporters, newsrooms, and PR teams? As a former law firm PR flak, I hope not. But certainly, from a cost perspective, we may see fewer journalists and editors in newsrooms as more automated articles are published and change progresses. We have already started reading about firms using ChatGPT to draft news releases. Will they be successful, only time will tell. But for major news events, or even The Tenth Annual General Counsel Summit on Regulatory Change and the Forecasted Impact on the M&A Market discussed at the top of this article, the interpretation of the importance of such an event to your clients still needs humans and a human touch. And maybe even a green room filled with reporters and lawyers sharing insights and building human relationships over a cup of coffee. In the end, there is no stopping change. ILTA Paula Zirinsky is co-founder and Chief Strategist of Structura Strategy Group, a professional ser vices marketing advisory. She is known for her expertise in Branding. Strategy. Marketing. Content. Communications. Digital and Technology Platforms. As a former global CMO, Paula has held leadership positions at professional ser vices firms including K2 Integrity, a preeminent global risk advisory firm, and law firms including Morgan Lewis, Mor villo Abramowitz, Fried Frank, and Cadwalader Wickersham & Taft.

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