AI as an Accelerant: Tools Helping Legal Marketing Teams Compete Smarter

Episode notes

AI tools are changing the marketing game for small and midsized law firms, making it easier for them to compete with the bigger players in their markets. In this episode of "Spill the Ink," Michelle Calcote King interviews Jennifer Scotton, the Chief Marketing Officer at Constangy, to discuss how AI is transforming legal marketing. Jennifer's team views AI as an enhancement of human capabilities, not a replacement, and has implemented a firmwide policy emphasizing its ethical use. In this interview, she highlights specific tools her team uses, including custom GPTs for website content and AI headshot tools for remote photography. Jennifer explains how she selects which tools to adopt, and considerations for maintaining a growth mindset and preserving institutional knowledge for long-term success when using AI in law firms. Here's a glimpse of what you'll learn Why treating AI as an accelerant rather than a replacement extends human expertise and creates space for higher-value thinking and relationship building. Which AI tools make Jennifer's shortlist, including Aragon.ai, OpusClip, Picky and There's An AI for That How to develop custom GPTs that maintain brand voice consistency.

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