Law firms that believe AI is safe to use in marketing because it is not legal work may be courting trouble. The article warns that bar complaint risk does not disappear simply because the AI output is used for promotional materials rather than client advice.
Marketing for legal services is still regulated as attorney advertising. If AI generates content that is inaccurate, misleading, or fails to comply with jurisdiction-specific disclosure rules, the firm remains responsible. The source suggests that treating marketing as a place where the rules get loose is a misunderstanding of professional obligations.
The practical takeaway is that AI-generated marketing should receive the same level of human review as any other public-facing legal communication. Firms that adopt a more relaxed standard for marketing may be creating unnecessary exposure to disciplinary action.