In episode 580 of the Lawyerist Podcast, Zack sits down with Jake Soffer, CEO and founder of FirmPilot, to explore how artificial intelligence is reshaping law firm marketing. Forget generic blog posts and robotic content, Jake shares how FirmPilot uses AI and data science to build smarter, measurable strategies that actually attract clients. 

You’ll hear how law firms can leverage AI beyond parlor tricks, why “moonshine marketing” doesn’t cut it anymore, and what lawyers need to know about AEO (AI Engine Optimization) versus traditional SEO. Zack and Jake also discuss the future of client search behavior, how to avoid overhyping trends, and why sticking to fundamentals will always matter. 

If you’re curious about using AI in your practice, but don’t want to waste time on gimmicks, this episode will give you a roadmap to experiment wisely, protect your marketing investment, and grow sustainably. 

Listen to our other episodes on Law Firm Marketing, Growth and AI: 

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Chapters: 

0:00 – Introduction with Zack Glaser
1:27 – Meet Jake Soffer of FirmPilot
2:17 – How AI Is Changing Legal Marketing
3:12 – Data-Driven Law Firm Growth
4:46 – The Limits of ChatGPT Content
7:12 – Building Smarter AI Workflows
9:23 – AEO, GEO, and the Future of Search
11:59 – Why Fundamentals Still Matter
14:45 – Writing for AI vs. Writing for Clients
17:05 – First Steps for Lawyers Using AI
18:33 – Do Your Research Before Choosing Tools
19:10 – Where to Find FirmPilot