In episode 584 of Lawyerist Podcast, Zack Glaser sits down with longtime legal marketing expert Karin Conroy of Conroy Creative Counsel to talk about the evolution of law firm marketing in the age of artificial intelligence. Karin explains why lawyers shouldn’t fear AI, but should learn to use it strategically. From the “Iron Man vs. Terminator” analogy to practical steps for improving your firm’s marketing funnel, she shares how attorneys can blend technology and human insight to build trust, attract the right clients, and stay ahead of the curve. They also dig into how AI is reshaping SEO, the importance of authenticity, and why marketing fundamentals still matter more than ever. Links from this episode: Conroy Creative Counsel The AI Marketing Cookbook for Lawyers Listen to our previous episodes with Karin: #559: The Imitation Trap: Lessons from 15 Years of Top Law Firm Websites , with Conroy Creative Counsel (Sponsored) Apple | Spotify | LTN #546: Unlock Law Firm Growth: AI marketing Secrets with Karin Conroy Apple | Spotify | LTN Have thoughts about today’s episode? Join the conversation on LinkedIn, Facebook, Instagram, and X! If today's podcast resonates with you and you haven't read The Small Firm Roadmap Revisited yet, get the first chapter right now for free! Looking for help beyond the book? See if our coaching community is right for you. Access more resources from Lawyerist at lawyerist.com. Chapters / Timestamps: 0:00 – The evolution of law firm marketing 3:50 – AI’s rise and the Iron Man vs. Terminator analogy 9:50 – Understanding your marketing funnel 12:00 – Why referrals are marketing 17:00 – Finding weak points in your strategy 21:00 – Adding AI without losing the human touch 25:30 – How AI is changing SEO and “Search Everywhere Optimization” 37:40 – The value of authenticity and human connection
