How to Use AI Without Sacrificing Firm Credibility

AI is transforming how legal professionals perform research and draft documents. But effective adoption depends on precision and human oversight. Law firms can significantly benefit from AI-powered tools, provided they are used intentionally. 

What happens when team members lean too heavily on generative AI?  Here are some common “tells” that reveal when the work isn’t fully human:

• A sudden surge in em dashes - : text like this: — — —

• Overused rhetorical couplets, like: “It’s not just __, it’s __.” 

These often sound like motivational posters rather than thoughtful commentary. 

  For example:

" Leadership isn’t just a role—it’s a responsibility” 

“Learning isn’t just absorbing—it’s transforming.”

• Random bolding mid‑sentence, especially with no clear reason.

• Vague or overly motivational phrases that lack substance or specificity.

• Overly long, unnaturally formal prose, especially in contexts where people tend to be more casual, like internal emails.

These patterns may seem subtle, but readers intuitively pick up on them. They send an unintended message:  someone is outsourcing their thinking. This is especially risky when attorneys represent the firm in client communications, strategic content, or pleadings. 

Recent incidents underscore the stakes:

• In Mata v. Avianca, Inc., plaintiff’s counsel was sanctioned in June 2023 after submitting a brief that cited six fake legal authorities generated by ChatGPT. The court imposed a $5,000 sanction once the fabricated cases were exposed. 
• In July 2025, a bankruptcy attorney at a U.S. firm was fined $5,500 and required to attend mandatory AI training after a judge found that four case citations in his filing did not exist and had been created by ChatGPT. 
• Also in July 2025, three attorneys at a major firm defending the Alabama prison system were sanctioned for reckless reliance on ChatGPT-generated legal citations. U.S. District Judge Anna Manasco said, “In simpler terms, the citations were completely made up.” The attorneys were ordered removed from the case and referred to the state bar. 

Law firms must be proactive when it comes to AI. One careless filing can damage credibility, expose malpractice risk, and spark punitive sanctions.

Why It Matters to Law Firm Leaders

From marketing content and proposal responses to internal training materials, every document contributes to your firm’s reputation. When writing feels too generic or AI-generated, it can erode:

• Professional credibility: Clients expect thoughtful, original communication.

• Internal standards: Team members may imitate sloppy form if it’s tolerated.

• Brand consistency: Inconsistent messaging makes your firm sound fragmented. Your writing should reflect the ideas of your best partners, not a chatbot.

• Malpractice exposure: Courts and ethics boards now hold lawyers responsible if AI-generated errors appear in pleadings or filings.

• Accountability: Unclear responsibility can lead to disagreements over errors found in important documents.

• Client trust: Even small lapses can make clients question your diligence or reliability.

These are not only stylistic issues; they are governance concerns. Careless or inconsistent writing across emails, pleadings, presentations, social media posts, and internal documents can result in loss of efficiency, delay of business development efforts, and unnecessary friction within teams.

How can your law firm rein in “AI vernacular” while enjoying the fruits of innovation?

• Create clear style standards: Define and provide examples of your preferred voice, tone, and formatting. Include practical guidance on what to avoid: excessive em dashes, vague motivational language, empty statements, and random formatting.

• Implement peer review: Ensure that any public-facing content or client deliverables get a second set of human eyes before they go out.

• Educate your team: Make clear that AI is a tool, rather than a substitute for legal judgment. Emphasize diligent fact-checking and thoughtful editing.

• Monitor stylistic shifts: If someone’s writing suddenly changes (longer sentences, inflated diction, strange formatting), it may be worth reviewing their workflow.

• Use mistakes as training opportunities: When AI-generated content misses the mark, use it as a moment to strengthen your team’s awareness of voice, audience, and accuracy.

  
  
  

 Benefits of Intentional AI Adoption

Trust. Maintaining your firm’s authentic voice builds trust. Audiences recognize when writing is specific, professional, and tailored to their needs. Conversely, relying solely on AI-generated text will make it harder to establish a reputation as an expert, in part because one is always rehashing old ideas rather than leading the conversation.

Integrity. Whether you’re drafting a blog post on litigation tactics or a memo about firmwide strategy changes, your writing should read as if it were personally written in your own words. This helps the firm’s voice remain recognizable, relatable, and unique. After all, you don’t want your firm to just sound like “AI-Generated Company #1,642.” (There are enough of those already.) You want it to sound like the talented people who make the firm what it is. Your audience will recognize that your company remains genuine and doesn’t take shortcuts.

Growth. Rigorous editorial processes develop internal talent. There is no replacement for doing the work. When associates, paralegals, and marketing staff receive feedback and review, they grow in clarity and purpose.

Using AI is smart. Producing written content that feels empty, inauthentic, or verbose is not. When your firm’s content starts to sound canned, people’s eyes glaze over, and your professional reputation can suffer.

You can preserve the benefits of AI (speed, structure, initial draft generation) without letting your message become generic or hollow. The key is straightforward: publish a standard, employ a review process, and preserve your firm’s character. 

To help you get started, we've included a checklist and a training memo below.

Before publishing anything, run this quick check to ensure your content reflects the firm’s voice and meets quality standards:

      ____    Does the document avoid overused or repeated phrases? (Example: “It’s not just … It’s …”)

      ____    Are em dashes (—) used sparingly and only when appropriate?

      ____    Is bolding purposeful and consistent?


      ____    Is the tone clear and professional, avoiding cliché, vague, or empty phrasing?


      ____    Have all factual claims and citations been verified manually?


      ____    Has the piece been peer-reviewed by someone with knowledge of firm voice and standards?

To: All Attorneys, Paralegals, Marketing Team

From: [Supervising Partner]

Subject: Guidelines for Using AI Tools in Drafting and Research

Dear Team,

As AI tools become part of our drafting processes, this memo outlines the firm's expectations to maintain quality, reduce risk, and ensure consistency across the firm. AI may assist, but not replace.  Use generative AI tools to draft, summarize, or outline, but never submit AI output without reviewing every element carefully.

1. Verify all citations. If an AI tool suggests case law or precedent, confirm it across LexisNexis, Westlaw, or official reporters. Never assume AI is accurate.

2. Maintain tone and voice. While AI may help generate draft language, revise to match our firm’s preferred style: direct, clear, client-focused.

3. Use internal review. All client-facing or public documents created using AI must be reviewed by at least one peer before finalization.

4. Report promptly. If you discover an AI-generated error (fake citation, misquote, factual issue) either edit it (if it’s in your own document) or notify your supervisor immediately so we can address it before submission.

By following these practices, we benefit from the advantages of AI, but also uphold our standards of precision, professionalism, and accountability.

Thank you for your attention and dedication to maintaining our firm’s quality and credibility.

 [Name]

Final Thoughts

AI is here to stay. The way your firm uses this technology will determine whether it drives your competitive edge or undermines your reputation.  Law firm leaders can capitalize on the speed and power of AI by setting clear standards, consistently reinforcing the firm's distinctive voice, and stressing individual accountability throughout the process. 

Read more about using AI as a strategic advantage at your law firm: 

• The Future of Law Firms: Embracing Generative AI

• Data-Driven Law Firm Decisions: Today's Insights, Tomorrow's AI