Defining the Future of Legal Marketing: LMA Members Offer Predictions

As we close out celebrating 40 years of legal marketing, we asked for your predictions of where the profession is heading. From an increased emphasis on personalization to relationship building, embracing zero-click marketing and more, these are the trends LMA members told us to watch for in the years to come.

In Their Own Words: Predictions and Insights From LMA Members

“I think AI is going to keep changing legal marketing in a really positive way, especially for people in roles like mine where I’m wearing all the hats. I don’t think it replaces us. I think it becomes the teammate we don’t have.

“The simple, repetitive tasks — first drafts, research, repurposing content, quick analytics pulls —those will get faster and easier. Which means we get more time to focus on the strategic stuff: where we spend our attention, what stories we want the market to hear and how we help our attorneys actually build relationships and business. The real value will be less ‘producing assets’ and more ‘deciding what’s worth producing.’

“That’s where I see us going, and honestly, I’m excited about it. AI lets me spend more time on the work that matters.” —Jen Gault

“I do think AI is the future...of how we work. If the law stays the law, it will always be about relationships. AI, in some ways, makes us all the same — how then will we differentiate ourselves? I suspect we'll go back to some of those analog things: the written notes, one-to-one interactions, personal emails vs. mass blasts. Less social media, more intentional communities. I hope the future allows us to operate less like pieces of technology and more like the human beings we are.” —Laura Gutierrez

“I foresee an increase in AI-centric roles within marketing and business development teams, as well as the growth of client development teams to lead key client programs.” —Bianca Reyes

“Law firm marketers are leading a new creative era, using their strategic vision to build bold, distinctive brands. Visuals are shifting from buttoned-up sameness to authentic, intentional expressions that showcase their differences. The next era of legal marketing will reward originality over conformity and the firms that stand out will own their uniqueness and not hide behind blue gradients and stock photography. Legal marketers have always had the ideas, and the momentum is beginning to match their vision.” —Lisa Crandall

“Over the next 40 years, legal marketing will significantly impacted by the deep integration of AI across law firm operations. Most firms, if not all, will fully embrace AI, which will ultimately revolutionize how attorneys prepare matters, interact with clients, and tackle key pain points legal marketers typically assist with such as steady client engagement, pitch and RFP processes, as well as branding and communications.

“As operational efficiencies rise through AI, law firms will be more competitive than ever in standing out. I predict that firms will likely diversify themselves through their in-person interactions and connections with clients and stakeholders. As legal marketers continue to coordinate and guide AI-supported routines, they will also take a stronger role in coaching attorneys on interpersonal communication and relationship-building skills, cultivating opportunities for in-person connections with clients for growth and retention. With that, I foresee a rise in firms adopting and investing in alumni programs as a strategic asset in an effort to nurture relationships with former employees who can serve as brand ambassadors, business connectors and warm touch clients.” —Erika Toth

“AI will transform and revolutionize our industry in ways we can't fully comprehend right now. Legal marketers will have to learn to understand, adopt, and train others on how to leverage AI to perform tasks that used to be performed by people. Our choice will be to adapt or get left behind.” —Diana Lauritson

“I expect the pace of change in legal marketing to accelerate, especially across websites and social media. Full site redesigns will become less common as firms shift to modular, continuously evolving digital platforms. Social content will feel less produced and more conversational, with attorneys appearing authentically through short-form video and real-time commentary. Design and design-thinking (prototyping) will continue to play an important role in bringing all experts together (data, AI, technology, content, brand).” —Sarah L. Steil

“Legal marketing’s next chapter won’t be about who shouts the loudest — it will be about who listens best, engages with purpose, and uses social platforms to build enduring relationships in an increasingly digital world.

“The traditional ‘firm voice’ will fade in favor of authentic, multi-author storytelling, where attorneys and professionals become the face of the brand. Social media will fully replace the firm website as the primary entry point for clients, recruits, and reporters. Future audiences won’t browse practice pages — they’ll experience the firm through short-form video, micro-insights, and personality-driven content that feels immediate, transparent, and real.

“This evolution will usher in the era of social-first content, where ideas are developed for the feed, not retrofitted for it. Campaigns will be conceived from the outset with platform behavior, algorithmic trends, and audience intent in mind. Firms will embrace zero-click marketing, providing value directly within the post — summaries, insights or takeaways that educate and engage without requiring a website visit. The reward will be attention, trust, and authority in a space where attention is fleeting and clicks are optional.

“Ultimately, the firms that succeed will recognize that social is no longer a channel — it’s the infrastructure of reputation. Legal marketing’s future belongs to those who design content for attention, not clicks; who balance AI with empathy; and who use social platforms to build enduring, trust-based relationships in an increasingly digital world. —Hilary Engel