As AI continues to reshape industries, legal marketing and business development professionals are grappling with a new challenge: how to harness the power of AI without losing the human touch.

That was the central theme at the Legal Marketing Association panel discussion moderated by Kim Arnold (CEO, Email Attraction) and including Els Houtman (Head of Marketing, Houthoff), Jamie Wallis (Director of BD, Osborne Clarke), and Mikkel Keller (CTO, Novicell) 

AI should be seen as a useful assistant, not a replacement

The panel emphasised that while AI is a powerful tool for content creation, it is no substitute for human judgment. As Mikkel Keller put it, “AI is like an enthusiastic golden retriever dog. It never stops producing, but it needs direction.” He highlighted how minor mistakes, such as a misplaced comma, can completely shift meaning, underscoring the need for careful human oversight.

Rather than seeing AI as a threat, the speakers advocated using it as a “first draft” engine, a way to accelerate ideation and free up time to focus on the creative and strategic aspects of communication. However, Kim Arnold warned of the risks of “fluffy” or generic outputs, noting that audiences can quickly sense when something lacks a human touch.

Defining ‘what good looks like’

A recurring theme was the importance of training teams to understand what “good” AI-assisted content looks like. This is particularly relevant in multi-generational teams, where approach and adoption to AI will vary. Jamie Wallis pointed out that while younger professionals may be more fluent in using AI tools, they often lack the experience to critically evaluate outputs. Conversely, more seasoned professionals may hesitate to experiment with AI but bring valuable editorial judgment.

Els Houtman noted the value of fostering curiosity and flexibility, saying that openness to experimentation is crucial. Els commented “The right use case for AI today might not be the right one in six months,” advocating for a culture of ongoing learning and adaptation.

Collaboration over Isolation

While AI can streamline individual work, the panel warned against an over-reliance on solo digital workflows. Legal marketing thrives on collaboration, diversity of thought, and shared learning, all of which can get diluted in a purely AI-driven process. The panel stressed that in-person interaction, still has a vital role in fostering creativity and trust.

At Houthoff, Houtman has made in-office presence the default for her team; she really feels her team benefits from face-to-face collaboration. “People are braver, more willing to take risks when they know someone has their back,” 

Be Curious, Be Intentional

As AI becomes an integral part of the legal marketing toolkit, the message from the panel was clear: use it, but don’t lose yourself in it. Mikkel urged marketers to apply “outside-in thinking” always creating content with the end audience in mind. Els emphasised intentionality, cautioning against jumping on the AI bandwagon without a clear purpose. And Jamie reminded us that curiosity remains our best compass: “Curiosity, Conversations, and Clients” isn’t just a client strategy, it’s a mindset for teams navigating the AI era.

AI can do a lot, but it’s your voice, insight, and empathy that will really make your messages hit home