Legal Marketing at 40: How AI, Personalization and Strategic Impact Are Shaping Our Future
By Ashley Stenger, John Byrne, Rachel Shields Williams
December 17, 2025 | 24-minute episode
Business of Law Business Structures and Trends Firm and Practice Strategy and Planning Process Improvement
Technology Management
What can 40 years of legal marketing tell us about the future of the profession? In this special episode of the LMA Podcast, Ashley Stenger, LMA CEO, sits down with John Byrne, 2025 LMA president, and Rachel Shields-Williams, 2026 LMA president, to celebrate LMA’s 40th anniversary and explore what’s next for the field of legal marketing and business development.
Tune in to learn:
- How legal marketers have evolved from the early days of developing brochures to establishing themselves as data-driven, strategic partners inside law firms.
- Why hyper-targeted client experiences and measurable outcomes are replacing one-size-fits-all approaches.
- The real impact of AI on legal marketing, and why human judgment, empathy and storytelling remain irreplaceable.
- What the next 40 years could bring: new roles, deeper collaboration and a more diverse, client-centric industry.
- How LMA will help members lead change, not just adapt to it, through technology and professional development initiatives.
The LMA Podcast focuses on hot topics in legal marketing and business development with conversations driven by industry professionals. Listen on SoundCloud, or find us and subscribe on Apple Podcasts and Spotify.