A review checklist for AI-assisted law firm marketing content, including hallucinations, citations, tone, confidentiality, advertising, and originality.
Where AI can help
AI is useful for outlines, interview questions, headline options, structural edits, plain-language alternatives, and repurposing already-approved material. These tasks reduce blank-page time without outsourcing final judgment.
The main risks
- Invented cases, rules, quotes, links, or statistics
- Outdated or jurisdictionally wrong information
- Disclosure of confidential or sensitive data
- Generic language that adds no real expertise
- False or misleading marketing claims
- Unclear ownership or copied phrasing
- Bias, inappropriate tone, or harmful assumptions
The 12-point review checklist
- PurposeDoes this answer a real reader question?
- JurisdictionIs the geographic scope clear?
- LawDid an attorney verify every substantive statement?
- FactsAre names, dates, numbers, and descriptions accurate?
- SourcesDo links lead to authoritative material that supports the claim?
- QuotesWere they checked word for word?
- ConfidentialityWas any protected information used in prompting or examples?
- AdvertisingAre results, comparisons, testimonials, and promises compliant?
- OriginalityDoes the article add the firm’s experience and analysis?
- ToneDoes it sound like the firm and respect the reader?
- CTAIs the next step appropriate and accurate?
- RecordCan the team show who reviewed and approved it?
Helpful content beats scaled content
Google says AI-assisted content isn't automatically against its guidelines, but using automation primarily to manipulate rankings violates spam policies. The safer strategy is original, people-first content with real expertise and review.
Source: Google Search guidance on AI-generated content.
This article is general marketing and technology information, not legal advice. Rules, products, and platform practices change; confirm current requirements for your firm and jurisdiction.
How to fact-check an AI draft
The verification ladder
- List every factual and legal claim.
- Open the primary authority or original source.
- Confirm jurisdiction, effective date, and current status.
- Check quotations word for word.
- Verify names, citations, links, numbers, and examples.
- Ask what material qualification is missing.
- Document the reviewer and source set.
Red flags
Be especially cautious with neat-sounding case citations, universal statements about “the law,” statistics without methodology, summaries of pending legislation, and examples that imply guaranteed outcomes.
Separate legal and marketing review
Legal review checks accuracy and ethics. Editorial review checks clarity, audience fit, tone, accessibility, and whether the content answers the promised question. Both matter.
Create a publication gate
Require an approved-source file, named attorney reviewer, final link check, and version record. If the team can't identify the authority behind a claim, remove or rewrite it.