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: 

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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