By Dan Hodges, Managing Director of Legal Futures Associate Conscious Solutions
As law firms increasingly explore AI to support marketing content, a blog by Dan Hodges, Managing Director of legal digital marketing firm Conscious Solutions, featuring insight from Peter Wright, IP lawyer at Digital Law, warns of the risks, including hallucinated case law and potential breaches of client confidentiality.
Dan highlights that AI can significantly reduce the time needed to produce written content, from drafting outlines to summarising complex topics and refining existing material. It also allows firms to repurpose content across multiple channels, helping maintain consistency while extending the reach of their insights. In addition, AI can support clearer content structuring, improving readability, engagement, and SEO performance.
Peter from Digital Law explains, “By all means, AI can be used for helping with marketing content, blog posts, social media and LinkedIn posts is fine (within reason – I am personally sick of AI generated LinkedIn content that sticks out like a sore thumb).
“But it should be used for legal work only in very specific, limited scenarios, on walled garden systems where the information uploaded or used in prompts is not being used to train the model or at risk of being regurgitated to another user.”
Dan emphasises that AI-generated content is not free from error. So-called “hallucinations”, where AI confidently generates incorrect or outdated information, can be particularly problematic in a legal context. Errors in legislation, case law, or jurisdiction-specific guidance can expose firms to regulatory and reputational issues.
Accuracy and compliance remain critical, particularly under the Solicitors Regulation Authority (SRA) Principles, which require firms to ensure information is accurate and not misleading. Regardless of how content is produced, responsibility for compliance always rests with the firm.
Photo: Dan Hodges, Managing Director of Conscious Solutions
Data protection is another key concern. Some AI systems may store or use inputs, meaning firms must take care not to input confidential or privileged client information into third-party tools without appropriate safeguards.
Peter adds, “Lawyers are sharing client confidential information, personal data and commercially sensitive information on free open-source versions of LLMs. It constitutes a clear breach as far as the regulators are concerned, and the Judiciary are punishing any instances that come before them of such conduct.”
While no overarching UK AI Act is expected, sector-specific guidance is emerging from regulators, including the SRA, Financial Conduct Authority, and ICO.
Dan concludes, “While AI can help firms produce and repurpose content more efficiently, accuracy, regulatory compliance, and data protection still need careful oversight. Ultimately, responsibility for published content remains with the firm.”
For law firms looking to explore AI-assisted content creation safely, Conscious Solutions offers tailored guidance and support to ensure compliance, accuracy, and professional standards are maintained. To find out more, visit our contact page, email sales@conscious.co.uk, or call 0117 325 0200.
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