Posted by Dan Hodges, head of account management and marketing services at Legal Futures Associate Conscious Solutions
Hodges: Firms can turn client scepticism into trust
Artificial intelligence (AI) is transforming marketing across all industries. According to one study, 57% of online content is now AI-generated, meaning missing out on the advantages AI can bring to a marketing strategy is no longer an option.
However, the legal profession faces an elevated level of pressure and expectation. Credibility, clarity and, above all, transparency, are vital for gaining and retaining client trust.
For many in-house legal marketing teams, using AI tools may feel risky. Clients may be wary of the perceived lack of human involvement in an AI-driven campaign. Given that clients face financial and emotional risks when dealing with solicitors, discovering that their representation is AI-assisted could feel unsettling.
Nonetheless, AI can be a powerful asset when used with transparency. For law firms, treating AI as a threat rather than a tool will ultimately leave them at a disadvantage.
Why transparency matters for law firm marketing
The way a law firm markets itself is its first introduction to potential clients – it’s like offering a handshake. Doing so under a veil of secrecy or misdirection suggests evasiveness and erodes trust. The first impression matters.
Transparency in marketing builds trust, which is especially important when guiding clients through stressful and emotional circumstances. It also extends to clarity about services, fees, and likely outcomes, all of which can set a firm apart in a competitive market.
According to the 2023 Legal Ombudsman’s report, one in 10 complaints about solicitors related to unclear costs. Ambiguity is not an option; clients are cautious.
AI marketing carries the risk of non-transparency, such as promoting content without proper attribution, generating misleading material or causing reputational damage. Uncertainty around how and where AI is used, and whether it complies with SRA advertising standards, can further undermine trust.
In short, AI misuse can make already cautious clients even more sceptical.
So why use AI in legal marketing at all?
Transparency is central to building trust. While some worry about the risks AI may pose to credibility, it also provides a vital opportunity to strengthen client relationships.
The challenge lies in balancing innovation with ethical responsibility. AI can help firms reach the right audience and deliver personalised marketing experiences. For example, AI-driven sentiment analysis enables firms to ensure their messaging resonates in ways that clients find appropriate.
Law firms that adopt AI and are open about its use can embrace personalisation at scale, creating data-driven journeys and hyper-targeted campaigns. AI algorithms can recommend services in relevant contexts, providing seamless and tailored experiences that resonate with potential clients.
According to a study from July 2025, firms can assess AI software based on the content sources it uses to generate responses. These models can be applied to analyse the market or be fed with tailored firm data, provided no personal information is compromised. This allows firms to maximise AI’s potential without undermining privacy.
The key is to view AI as a support tool, not a substitute for professional expertise. With human oversight and honest client communication, AI enhances marketing strategies.
Robust data protection and privacy safeguards are essential, particularly since a 2023 global study revealed that 61% of people remain cautious about trusting AI. Encouragingly, 85% of respondents also recognised AI’s benefits.
AI in legal marketing works best when complementing professional expertise rather than replacing it.
By prioritising transparency, safeguarding data, and maintaining a strong human element, law firms can use AI to build trust, improve client engagement, and secure a competitive edge. Those who integrate AI responsibly will be better positioned to adapt, innovate, and thrive compared to competitors.
Best practices for transparent AI marketing
There are a few general practices that can help law firms lead with transparency in their marketing. By taking these steps, firms can move beyond minimal compliance and show leadership in setting ethical standards for AI use in professional services marketing. This could include:
- Clear disclaimers being provided where relevant on posts, accounts, and announcements where AI was used at a drafting or generative stage;
- Establishing firm-wide AI policies and discussing them openly, ensuring that clients feel reassured that everyone is on the same page when it comes to the ethical guidelines on AI use;
- Training staff to use AI responsibly so that they can talk with confidence and clarity, including how it impacts their role and the services that they provide;
- Regularly auditing AI-generated content for accuracy and compliance to ensure that there are no misleading claims or breaches of professional standards;
- Regularly documenting and publishing accountability measures, such as appointing an internal AI representative; and
- Inviting clients to share their opinions and comfort levels when it comes to AI.
Could transparency be a competitive advantage?
Only 52% of people report that they know what products and services use AI, and 37% believe AI will make online disinformation worse. Clarity signals confidence and a commitment to what you’re circulating, saying, and advertising.
AI marketing provides law firms with the opportunity to use transparency as a differentiator in a crowded market. Research shows that clients value honesty about AI use, making openness a powerful way to strengthen relationships.
By embracing transparency, firms can turn client scepticism into trust. Instead of leaving clients uncertain about how technology influences their interactions, law firms can demonstrate integrity and confidence in their approach.
This reassures clients that their interests are prioritised, and that the firm is both client-focused and forward-thinking in adopting new technologies.
AI will continue to shape how law firms engage with clients, and those that embrace it responsibly will stand out. The future of AI in legal marketing lies not just in technological sophistication, but in how openly and ethically it is used.
Firms that treat transparency as a core value will be better equipped to comply with evolving regulations, anticipate client concerns, and position themselves as industry leaders.
In a world where clients are more cautious than ever, transparency in AI use is not simply a safeguard but a strategic advantage that can foster long-term trust and ensure sustainable growth.
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