Earlier in 2025, Smithy AI launched exclusively within the Best Lawyers Digital Marketing Platform to help legal teams work more efficiently and maintain consistency across their content.
This AI tool for lawyers supports drafting and refining lawyer and firm overviews, developing case history summaries, crafting thoughtful Q&A responses and more. It handles content creation smoothly, allowing you to invest your time where it counts most: your clients.
Learn how Smithy AI simplifies key content tasks directly from your Profiles dashboard.
What Slows Legal Marketing Teams and How Smithy AI Responds
Legal marketing teams and attorneys often face bottlenecks that slow content creation, reduce consistency and complicate workflow, especially if the firm lacks dedicated marketing resources. Common challenges include:
Manual Profile Updates are Slow and Fragmented
You likely store bios across multiple places. Internal systems, content platforms, directories and folders. When you need to update a detail, like a new award or practice focus, keeping everything aligned becomes time-consuming.
For example, you might update a bio on your website but overlook making the same changes on directories or social platforms, resulting in inconsistencies that clients can notice.
Drafting Bios and Practice Summaries Add to Your Workload
Even with templates, updating bios and practice summaries is a manual task that delays profile launches or marketing campaigns. You may need to incorporate new recognitions or practice highlights across multiple directories.
Maintaining a consistent tone that reflects your firm’s brand across all profiles often means rewriting content multiple times, which further slows the process. Without automation, these repetitive edits take valuable time you could spend on higher-impact marketing activities.
For instance, you might update a lawyer’s bio for an upcoming directory submission but then notice the tone doesn’t match other platforms. This forces you to revise the content again to maintain a consistent professional voice, adding extra steps and delaying your timeline.
Client Feedback Is Collected but Rarely Published
You likely receive valuable client feedback through surveys, emails or intake forms. However, without a clear process to review and polish these comments for public use, this positive input often remains unused.
For example, your firm may have gathered numerous client testimonials during a case but lack the time or resources to review their quality and incorporate them into lawyer bios or marketing materials. This can result in missed opportunities to showcase client satisfaction.
Smaller Teams Lack Internal Marketing Bandwidth
If you’re part of a small or midsize firm, you likely don’t have a dedicated marketing team. Profile updates may fall to you or a colleague who is already managing multiple responsibilities. This can cause delays in keeping profiles current and maintaining unified communication across channels, leading to increased reliance on external support.
You might find yourself staying after hours to make quick updates or putting them off altogether. This can limit how often your firm shows up in searches and how effectively you connect with potential clients.
Best Lawyers AI tool was developed to address these challenges directly. Purpose-built as an AI for lawyers, it simplifies content creation and editing while keeping full control in the user’s hands.
"Marketing professionals spend an average of three to five hours per attorney on profile updates without AI support."
-Internal data from the Best Lawyers Digital Marketing Platform
Smithy AI Overview: Built for Legal Marketing Needs
Unlike general-purpose tools, Best Lawyers AI is designed to meet the demands of legal marketing. Its two core features, generate and rewrite, help reduce drafting time while maintaining accuracy and tone.
By using the information firms already provide, including attorney experience, client feedback and recognitions, it produces content that is both editable and ready for review within minutes.
Smithy AI contributes to legal marketing automation by streamlining how firms manage reputation-focused content. However, content is never published automatically. Users must assess and approve all drafts before anything appears on a public profile.
How Smithy AI Works: Core Features and Use Cases
Smithy AI features support a wide range of text-based profile sections. This walkthrough outlines its two core capabilities, generate and rewrite and demonstrates how each applies to specific content areas:
A. Lawyer Biographies – Generate and Rewrite
The Challenge
Writing or updating lawyer bios requires manual effort, especially when details are scattered or inconsistently maintained across platforms.
Smithy AI Solution
Users can provide text inputs or write a prompt (e.g., “Write a biography for a corporate attorney with experience in M&A and private equity”) and click generate to create a full draft.
Alternatively, you can refine an existing bio using the rewrite feature to improve clarity, organization and voice. You can access both features after entering at least 30 words.
B. Firm Overview – Generate and Rewrite
The Challenge
Firm overviews often rely on generic language and require repeated rewrites to fit different directory formats. This results in inconsistent tone and unnecessary time spent reworking content.
Smithy AI Solution
Prompts such as “Write a firm overview highlighting our corporate law practice with a focus on M&A and private equity” can be entered to generate a structured, editable draft.
You can also refine existing firm overviews using the rewrite function. This helps preserve your core messaging while improving coherence and flow. Generate and rewrite tools activate after you enter 30 or more words.
C. Awards – Rewrite Only
The Challenge
Descriptions of recognitions often use repetitive or generic language that doesn’t clearly communicate an attorney’s expertise or unique qualifications.
Smithy AI Solution
Users can apply the rewrite feature by providing a specific prompt (e.g., “Rewrite John receiving the Client Choice Award in 2023 for outstanding client service in corporate law.”) to produce clear, tailored recognition summaries.
This tool helps you manage lawyer profiles with AI by producing consistent, polished descriptions that highlight attorney strengths across multiple profiles. Keep in mind that the generate feature activates after you enter at least 30 words.
D. Case History – Rewrite Only
The Challenge
Client testimonials and case descriptions frequently appear informal or lack the consistent style needed for professional profiles.
Smithy AI Solution
Best Lawyers Admin Portal allows you to input detailed case summaries and use the Smithy AI rewrite feature to enhance layout and tone.
This helps you ensure the content meets compliance and quality standards while keeping the original message intact. As in the previous section, the rewrite function becomes available once you enter at least 30 words.
E. Insight (Published Articles) – Rewrite Only
The Challenge
Long-form articles previously published may lack cohesion or alignment with current firm messaging. Revising such content can be time-consuming.
Additionally, you often need to share insights on the same topic across multiple platforms but want to avoid duplicating content through simple copy and paste.
Smithy AI Solution
The tool lets you paste drafts of 300 words or more or enter detailed prompts to improve readability, structure and tone using the rewrite feature. The generate feature is disabled in this section to maintain quality and uphold ethical standards.
Proven Impact: Time, Consistency and Engagement
For law firms and marketing teams seeking practical AI tools for lawyers, Smithy AI results are measurable across core performance areas.
Time savings per profile
You may spend multiple hours updating each lawyer’s profile. This integrated tool cuts that time to as little as one hour by generating editable drafts. On average, you can save five hours each month on writing and revisions.
Improved consistency
Best Lawyers’ AI feature helps you standardize structure, length and language across bios and summaries. The result is stronger brand alignment and fewer edits across platforms.
Faster review cycles
When you receive a draft to refine instead of writing from scratch, approvals move faster. This helps you meet publishing deadlines for rankings, editorial features or internal milestones.
Reduced friction and external dependencies
If your marketing team has limited resources, you’ll benefit from reducing reliance on outside writers. Keeping control in-house helps you speed up the time between recognition and public visibility.
Higher engagement rates
Profiles refined with Smithy AI see 75% more visibility and receive nine times more engagement than local competitors, positioning it among the best AI for lawyers seeking results at scale.
Built for Control and Compliance
Smithy AI includes built-in safeguards to support ethical content creation in legal marketing. It uses a human-reviewed process, ensuring that no content is published without your review and approval. All drafts, whether generated or rewritten, are fully editable.
Smithy AI is designed to support ethical content creation and bar compliance efforts. As with all marketing materials, we recommend a final review to ensure alignment with your firm's professional standards.
Watch Smithy AI in Action
Explore the Smithy AI demo to learn how bios are drafted, client comments summarized and practice area descriptions generated seamlessly within your Profiles dashboard.
Find the Right Digital Marketing Tools for Your Firm
Smithy AI streamlines profile updates, supports content creation and helps your team work more efficiently while staying compliant. These tools are designed to boost visibility and client engagement with less effort.
Access Smithy AI and more through the Best Lawyers Digital Marketing Platform.
