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Smarter Legal Marketing: Exploring AI Tools for Your Firm

AI is reshaping how law firms attract, engage, and convert potential clients — but with so many tools on the market, it’s hard to know what’s actually worth using. In this session, Ryan and Kenneth will walk through the most useful ways firms are applying AI today and share practical workflows you can adapt right away.

We’ll look at AI across the client-acquisition system — content creation and distribution, SEO and on-site conversion, intake and follow-up — as well as operational tools that can improve speed and consistency after a lead comes in. We’ll share a practical way to think about where AI fits, what to prioritize first, and how to evaluate tools so they actually support your firm’s marketing and intake systems.

You’ll leave with a simple framework for evaluating AI tools, plus a shortlist of options to test in 2026.

Topics covered include:

Legal Marketing Artificial Intelligence (AI) Legal Tech

Duration of this webinar: 60 minutes

Originally broadcast: March 2, 2026 10:30 AM PT

Webinar Highlights

This webinar is divided into section summaries, which you can scan for key points and then dive into the sections that interest you the most.

00:00 Introduction

Kenneth Lee and Ryan Cohn are introduced as the speakers, with Kenneth focusing on sales and marketing strategies and Ryan on AI tools for law firm websites. The webinar aims to explore AI tools for legal marketing, emphasizing practical implementation to enhance efficiency without replacing jobs.

06:20 Levels of AI

The speakers introduce the concept of 'level one AI,' which provides quick answers and is commonly used for tasks like writing emails or brainstorming content ideas. They explain the limitations of using AI without a systematized approach, highlighting the need for consistency in branding and messaging. They introduce 'level two AI,' which involves building custom GPTs to create a system that adheres to specific guidelines and can be shared across an organization. They provide examples of custom GPTs, such as a social media manager or SEO optimizer, which can be preloaded with a firm's voice and goals.

10:43 Building Custom AI Systems

The speakers explain the process of creating a custom GPT, including uploading guidelines and testing the system to ensure it meets specific needs. They emphasize the importance of stress-testing the GPT with various scenarios to ensure scalability and repeatability. They discuss configuring the GPT with specific instructions and conversation starters to align with a firm's brand and avoid common AI errors. They introduce the deep research function, which provides comprehensive reports by analyzing numerous websites, aiding in market analysis and strategy development.

26:15 Claude and AI Integration

The speakers introduce Claude, a tool that has gained popularity for its ability to perform complex tasks like building websites. They explain how Claude Cowork can operate a computer, organize files, and navigate websites, saving time and increasing efficiency. They discuss Claude Code, which allows users to build tools like ROI calculators or case calculators with simple text prompts. They highlight Blazeo's commitment to integrating AI into their products, offering advanced tools for legal firms.

34:06 AI Chat and Voice Products

The speakers explain the benefits of Blazeo's AI chat product, which captures leads and schedules appointments directly within chat sessions. They highlight the ability to assign retainers within chat sessions, significantly improving conversion rates for personal injury attorneys. They introduce Blazeo's AI voice product, which uses natural language processing to provide customer-specific information and escalate calls to human agents if needed. The speakers discuss the integration of AI with human agents to ensure high-quality interactions and the ability to handle complex inquiries. They conclude by mentioning Blazeo's Smart Hub, a centralized system for managing leads and automating follow-ups.

Please note this AI-generated summary provides a general overview of the webinar but may not capture all details, nuances, or the exact words of the speaker. For complete accuracy, please refer to the original webinar recording.

Speakers

Kenneth Lee Strategic Partnerships
Blazeo

Kenneth is a sales and marketing leader with over a decade of experience helping companies scale revenue through go-to-market strategy, optimized sales and marketing operations, and strategic partnerships. He focuses on tracking shifts in consumer behavior and helping technology companies capitalize on where attention is moving to drive sustainable, data-driven growth.

Ryan Cohn Product Marketing Manager
Blazeo

Ryan Cohn is a Product Marketing Manager at Blazeo, where he focuses on AI-powered tools for law firm websites and client intake. His work centers on researching how law firms use AI and automation, interviewing customers to understand real-world use cases, and translating those insights into clear, practical guidance on AI and digital marketing in the legal space.

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