AI as an Accelerant: Tools Helping Legal Marketing Teams Compete Smarter

AI tools are changing the marketing game for small and midsized law firms, making it easier for them to compete with the bigger players in their markets. In this episode of "Spill the Ink," Michelle Calcote King interviews Jennifer Scotton, the Chief Marketing Officer at Constangy, to discuss how AI is transforming legal marketing. Jennifer's team views AI as an enhancement of human capabilities, not a replacement, and has implemented a firmwide policy emphasizing its ethical use. In this interview, she highlights specific tools her team uses, including custom GPTs for website content and AI headshot tools for remote photography. Jennifer explains how she selects which tools to adopt, and considerations for maintaining a growth mindset and preserving institutional knowledge for long-term success when using AI in law firms.

Here's a glimpse of what you'll learn

• Why treating AI as an accelerant rather than a replacement extends human expertise and creates space for higher-value thinking and relationship building.

• Which AI tools make Jennifer's shortlist, including Aragon.ai, OpusClip, Picky and There's An AI for That

• How to develop custom GPTs that maintain brand voice consistency.

• How AI headshot tools solve professional photography challenges for remote and distributed law firms.

• How to use AI to establish historical knowledge so teams can access past decisions and processes.

• Why starting with one key pain point and conducting small pilots leads to more sustainable AI adoption than trying to implement everything at once.

• The resources legal marketers can use to discover new AI tools and learn from peers implementing similar solutions across the industry.

• How the shift in client attitudes toward AI from resistance to expectation is creating competitive advantages for firms that embrace innovation.

About our featured guest

A relentless innovator and true change agent, Jennifer Scotton serves as Constangy's chief marketing officer. In this role, she guides the firm's marketing and business development strategy, leading a team of highly skilled marketing professionals.

With 20 years of experience in legal marketing, Jennifer has enjoyed multiple leadership positions at both the regional and international levels of the Legal Marketing Association, as well as serving on the American Marketing Association's Board of Directors. An award-winning marketing professional, she was named to Triad Business Journal's "Top 40 Professionals Under 40" list in 2022, selected as an "Unsung Legal Hero" by North Carolina Lawyers Weekly in 2018 and has led her team to win multiple "Your Honor" awards from the LMA.

Resources mentioned in this episode

• Check out Constangy

• Follow Constangy on LinkedIn and Facebook 

• Connect with Jennifer Scotton on LinkedIn

• Say hello to Michelle Calcote King on LinkedIn

• Use JENNIFER15 to get 15% off Aragon.ai

Sponsor for this episode

This episode is brought to you by Reputation Ink.

Founded by Michelle Calcote King, Reputation Ink is a marketing and public relations agency that serves B2B professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms. 

Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For m