How To use AI to Create Web Content for Your Law Firm Today

Many Personal Injury Attorneys who focus on Motor Vehicle Accidents often wonder if the advent of self driving or fully autonomous vehicles will disrupt their practice.

It’s possible, but that disruption is unlikely to occur anytime soon.

As a digital marketing agency owner, I have wondered if the content creation process will become automated. Will our expert writers be replaced by a browser tab which spits out blog content?

It’s possible, but that disruption is unlikely to occur anytime soon.

That said, there are indeed ways we can put AI to work now, in 2023. I’ll cover some of these ways below.

The State of AI Content Creation in 2023:

Did you know that you can use OpenAI’s DALL-E to create images from text? It’s true. The image in this article was created by their AI. The text I had given it was “Artificial Intelligence”.

Here’s what DALL-E created:

artificial intelligence

But let’s talk about text.

In November 2022, OpenAI upgraded GPT-3 with text-davinci-003. It’s GPT-3’s most capable model. It’s good, very good. You can experiment with it in OpenAI’s “playground”.

I created an OpenAI account and supplied some writing prompts.

One was: “Who is financially responsible for a dog bite injury in California? Please explain strict liability law.”

The AI responded:

In California, a dog owner is strictly liable for any injury or damage caused by their dog. This means that the owner of the dog is liable for any injury or damage caused by their dog to a person, property, or livestock regardless of whether or not the owner was negligent or knew that the dog was likely to cause such injury or damage. This is known as the “strict liability” law. The owner of the dog is responsible for the full amount of the damages caused by the dog bite, which could include medical expenses, lost wages, pain and suffering, and other damages.

Like I said, pretty good. Here’s a screenshot:

openai example

How did the AI know to write this? AI doesn’t actually know the answer. AI provides an amalgamation of predominant responses from the web. Question Answering is essentially information retrieval and Natural Language Processing (NLP).

When it comes to legal content, AI frequently produces inaccurate responses or content with outdated laws. I suspect, in this case, AI is pulling data from the web, from other attorney’s sites and from Nolo, Justia, etc.

Does Google Consider AI Content “Spam”?

Yes, but can Google detect AI content?

Google has been pretty good at detecting the Natural Language Generation (NLG) of models up until GPT-3. Google is on record many times over the years repeating that computer generated content is spam. That said, in some cases, I could see AI created content being undetectable and creating quality content which could easily rank in Google’s search engines. In fact, Google themselves use an AI model (MUM) to generate snippets in search results.

Because GPT-3 can go terribly wrong, it’s against Google’s guidelines, and it doesn’t create unique content (like we do), we most definitely will not be switching over anytime soon.

How To Start Using AI for Pages & Blogs TODAY:

JarvisRytr, and GPT-J are all tolls which many copywriters love, however, the one I am familiar with is

To be clear, we create content for law firms daily, and we use no AI tools at all. But, if we were going to use one, we’d start with

Here’s a screenshot of’s backend where I just created an outline of the same question I asked the AI above. This AI takes the article title and generates subheadings and talking points which can be used to fill out the article content. screenshot

This could be a good tool to use if you’re having a writer’s block.


Attorneys use AI for a wide variety of things. It would be wonderful if an AI would build you a high ranking website, however, that isn’t going to happen, at least not right now. If you need help creating content which gets cases, contact us. We create content for law firms daily.

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