In the AI Era, Authority Is the Key to Future-Proofing a Law Practice

The more we become commodities — and most legal marketers are happy to assist in this process — then the less we can charge our clients, the less we can match up with the right clients, and the easier we are to be replaced by AI. The old tricks that fooled Google will soon stop working.

8 minute read July 31, 2025 at 11:01 PM
By
Carl Taylor
In the AI Era, Authority Is the Key to Future-Proofing a Law Practice

Illustration: FGC/Shutterstock.com

In the 2019 film “Dark Waters,” based on a true story, protagonist Robert Bilott is a corporate defense lawyer taking on DuPont in environmental litigation.

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