AI in the legal sector: can ChatGPT influence future legal service marketing?

23rd February 2023

As a highly advanced artificial intelligence language model, ChatGPT has the potential to revolutionise the legal industry in various ways. Here we look at how ChatGPT influences the future legal service marketing all over the world.

Will anyone be replaced by ChatGPT in the legal field? 

Each industry has concern around whether there is any possibility ChatGPT will replace someone in their field. In the legal arena, some top law firms are considering using ChatGPT to assist lawyers in various tasks such as drafting legal documents, conducting legal research, and communicating with clients. However, the rise of AI technology has raised concerns that some work positions may become redundant in the future.

ChatGPT is a highly advanced AI language model capable of processing vast amounts of data and providing highly accurate responses. In theory, ChatGPT could replace lawyers in some aspects of legal work, such as conducting legal research or drafting basic legal documents. However, it is unlikely that ChatGPT will completely replace lawyers as they provide a valuable human touch and expertise that AI may not be able to replicate.

That’s because the legal arena is not just about information, but also about building relationships, understanding clients’ needs and preferences and developing strategies that will resonate with the target audience.

While ChatGPT can provide some level of personalisation based on the data it has been trained on, it may not have the same level of intuition, empathy, and creativity as a human marketer who can build personal relationships and tailor their approach to individual clients.

Moreover, the legal industry involves dealing with confidential information, and the use of AI technology raises concerns about data privacy and security. It is crucial to ensure that the use of ChatGPT is compliant with data protection regulations, and it is up to the law firms concerned to implement adequate security measures.

How can lawyers use ChatGPT in their work?

Despite the potential for AI to replace certain legal positions, lawyers can utilise ChatGPT to streamline their work and improve their services:

Research: ChatGPT can be used to conduct legal research, providing accurate and relevant information in a shorter time frame than traditional methods. Lawyers can use ChatGPT to analyse previous case law, research relevant legislation, and prepare legal opinions.

Document drafting: ChatGPT can assist lawyers in drafting legal documents such as contracts, briefs, and pleadings. AI technology can review legal documents for grammar, spelling, and accuracy, providing suggestions for improvement.

Communication with clients: ChatGPT can assist lawyers in communicating with clients, answering frequently asked questions, and providing guidance on legal matters. Chatbots can also provide legal assistance and advice to clients, making it easier for them to access legal services.

In summary, ChatGPT is still in its infancy, although it can replace some basic search and drafting work. However, with the continuous improvement of technology and its in-depth use in various fields, its application will undoubtedly continue to expand, but it is unlikely to completely replace human marketers. Instead, the best approach is likely to combine the strengths of AI and human expertise to create a comprehensive and effective marketing strategy.

Advantages and disadvantages of using ChatGPT in legal work


Saving time: ChatGPT can significantly reduce the time spent on legal research, drafting, and other tasks, allowing lawyers to focus on more complex legal matters.

Accuracy: It can provide highly accurate responses, reducing the risk of errors or omissions.

Cost-effectiveness: Its use can reduce the cost of legal services by replacing certain tasks traditionally done by paralegals or other positions.


Data privacy and security: The use of ChatGPT raises concerns about data privacy and security. It is crucial to ensure that its use is in compliance with data protection regulations and that adequate security measures are implemented.

Limited understanding: There may be limited understanding of the context of legal matters and may not be able to provide the level of expertise that a paralegal or lawyer can.

Ethics: The use of AI technology in legal work raises ethical concerns, particularly in the context of accountability and responsibility.

Is an article written by ChatGPT or a human author?

When you use ChatGPT to generate content for an article, it may not always be easy to tell whether the copyright belongs to you or ChatGPT. As an AI language model it is programmed to generate unique content based on the input it receives. The content generated is original, but it is not created by a human author.

In terms of copyright, the ownership of content generated by ChatGPT is a complex legal issue. The legal status of AI-generated content is still in the early stages of development, and different jurisdictions may have different laws and regulations regarding this matter.

In general, if you use ChatGPT to generate content for an article, you should acknowledge its role in the creation of the content. This will help to avoid any accusations of plagiarism and ensure that the intellectual property rights of all parties are respected.

In addition, it is important to note that the use of ChatGPT to generate content does not absolve you of your responsibility to ensure that the content is original and does not infringe on the intellectual property rights of others. You should always check the content generated for accuracy, relevance, and originality, and make sure that any sources used are properly cited and attributed.

How international law firms are using ChatGPT

According to an article by LegalTech News, law firms from all over the world are using ChatGPT to streamline their legal work and improve their productivity. The article highlights how it is being used to assist with legal research, contract review, and document drafting.

There are various examples of this: a global law firm with offices in over 30 countries is using ChatGPT to help with contract review, allowing the firm to quickly analyse and assess large volumes of contracts for potential risks and issues. Another US-based firm is using AI to assist with legal research.

Another international law firm has partnered with a startup backed by ChatGPT creator Open AI to introduce a chatbot intended to help its lawyers with a variety of legal tasks. The Magic Circle firm has rolled out the tool – named Harvey – across its network of 43 offices to automate and enhance tasks including contract analysis, due diligence and regulatory compliance. A further firm has started recruiting for a GPT specialist, in the latest example of the legal industry seeking to tap into the fast-developing world of generative AI.

Overall, law firms are finding that AI can be a valuable tool for improving their legal work and increasing their productivity. However, there are still concerns around the ethical and legal implications of using this technology in the legal profession, and firms are taking steps to ensure that their use of ChatGPT complies with all applicable laws and regulations. On the other hand, the use of AI in the legal profession is still a developing area, and it remains to be seen how it will continue to evolve and impact the industry.