How We Use AI to Make Our Content Better

 Posted on April 27,2026 in Content Marketing

Artificial intelligence, chatbots, machine learning, whatever you call it, AI is here and it’s changing the way almost all of us do our jobs. At OVC Lawyer Marketing, we stay carefully on top of technological updates, and AI is no exception. Like any technology, AI has strengths and limitations. And, like any technology, we want to make sure we use it in ways that actually work for our clients. 

Whether a client needs blogs, landing pages, or press releases, we have built a process that takes the best of what AI can offer while never letting it replace what only a skilled human writer can provide. In a time where many attorney marketing platforms are laying off human workers and depending entirely on AI for mediocre content, at OVC we never allow technology to replace the judgment, skill, and hands-on experience of a human. 

When it comes to writing our outstanding content, here’s what that looks like. 

What Does AI Actually Do Well When Writing Content?

Before explaining our process, it helps to understand where AI genuinely adds value in content creation. Some AI tools are remarkably good at certain foundational tasks:

• Researching broadly across complex legal topics, identifying the major issues, and finding relevant statutes

• Looking for related subtopics that a writer might overlook, which helps produce content with greater depth and detailed information 

• Quickly organizing this information into a logical structure that serves as a working outline

• Finding the kinds of questions real people ask about legal topics online, which in turn informs how we approach our SEO strategy

For a marketing firm producing content across dozens of practice areas and jurisdictions simultaneously, these capabilities streamline the process considerably. This allows us to write longer, more detailed blogs and landing pages that actually give readers the information they need.  

What AI Can’t Do When You’re Writing Law Firm Content

Perhaps the most common problem AI tools have is their tendency to hallucinate, which is just a polite term for making things up out of whole cloth. If you’re writing about home gardening or celebrity affairs, AI hallucinations aren’t such a big deal. But when it comes to legal content, a fake statute, a wrong deadline, or an invented case is a major embarrassment that destroys credibility with potential clients. Just think of recent cases where prominent American white-shoe firms have been busted submitting court filings with AI-fabricated citations.

Beyond accuracy, AI-generated writing has a recognizable voice — or rather, a recognizable lack of one. Every attorney has a certain communication style and a way of connecting with the clients. AI doesn’t have the information or the finesse to produce individual writing according to our clients’ real personalities. 

Finally, AI isn’t accountable to anyone. When something is wrong, it doesn’t know it is wrong, and you can’t exactly call a complaints department to tell them they messed up. No amount of careful prompting will prevent AI from making the same mistake again (and trust us, we’ve tried). The stakes in legal marketing are simply too high for these types of errors, which means human judgment must remain a major part of this process.

How Our Content Writers Use AI to Produce Outstanding Writing 

At OVC Lawyer Marketing, every blog, practice area page, and website article we produce is carefully reviewed, edited, and rewritten by an experienced content writer before it ever reaches a client. Our writers always do the following:

• Verify every legal reference, statute citation, and factual claim against reliable sources, including state and federal statutes, which we cite in every blog

• Rewrite sections that sound generic or off-brand for an attorney, adding specific information – languages spoken, years of practice, previous experience as a prosecutor, whatever it may be – to every blog 

• Catch and correct any instance where AI has written something plausible-sounding but inaccurate

• Making sure the finished product reads like something a real person wrote and that a real reader can trust

The result is content that benefits from AI's efficiency without passing any of AI's problems into the final product. 

Tired of Generic AI Content? Contact OVC Lawyer Marketing 

Content that sounds like it came from a machine suggests an attorney can’t be bothered to build a client’s trust. Content that has a real voice, is full of accurate information, and answers the questions real clients are actually asking performs. Our clients consistently see major improvements in their search ranking performance and they love that we always answer the phone. 

If you want to talk about what a stronger content strategy could do for your firm, call OVC Lawyer Marketing at 630-635-8000 today. We are a full-service attorney marketing firm full of real people who understand what we do and why it works.