Pubblicato il 10 Nov 2023
In external communication strategies for law firms, it’s becoming increasingly significant the support that artificial intelligence (AI) and natural language processing (NLP) can provide, particularly the most advanced linguistic models (such as GPT-4, Generative Pre-training Transformer 4) that can generate high-quality texts on a wide and articulated range of topics.
Applications based on these models (chatbots) have a very high ability to understand the context and develop the language with undeniable advantages concerning response accuracy, consistency to user demands, content production, sentiment analysis and automatic translation. They provide an ever-improving user experience also because they are based on machine learning approaches that increase their ability to understand human language and produce precise and articulated results in natural language.
Linguistic models powered by AI can help web search, text scheme construction, information retrieval and paper authoring. On the one hand, it’s so possible to improve the quality of legal communication while also increasing the efficiency and productivity of individuals who must create original materials.
On the other hand, we must keep in mind that AI, with its ability to understand the language, has been changing the rules of SEO (Search Engine Optizimation).
Because of a more sophisticated search, the contents should be optimised not only in terms of keywords but also in terms of search intent. The question to be asked is if our website will cause the user to end the search session. This is one of the goals of the communication strategy: to be a reference point for users while also accompanying them in every step of a search session. How do you do that? By analysing users, their needs and the market, and ensuring that experience, expertise, authoritativeness, trustworthiness are recognised in the contents of our projects.
Another issue should not be underestimated: the role that models can play in “sentiment analysis,” contextualising data and getting strategic information to understand opinions expressed on social media, reviews and comments, to detect supplier risk and for brand reputation monitoring.
Despite these advantages, there are several open issues involved with these systems: possible errors and distortions in content generation or the inability to access information outside of data that fed them to verify facts or their accuracy.
It’s thus critical that AI is always addressed correctly. Every technological breakthrough raises questions about its utility but it’s better to manage it rather than demonise it because there is no turning back.
Today, without the lawyer’s knowledge and the critical exercise, the content published on a website would be not interesting to its public and the reputational effect of communication would fade quickly.
AI can improve law firm communication but its contribution will be really valid if it’s supported by an ethical and intelligent application.