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Transforming legal content creation for attorneys and firms.
Jamilla Tabbara
May 22, 2025 08:00 AM
Best Lawyers® is proud to announce an influential milestone in our digital evolution with the introduction of Smithy AI, our first artificial intelligence tool integrated directly into the Best Lawyers Digital Marketing Platform.
As AI becomes increasingly embedded into professional workflows, Smithy AI revolutionizes how lawyers share their expertise, not as a fleeting trend, but as an indispensable tool. This platform reflects Best Lawyers’ commitment to meaningful progress, offering tailored writing support for the unique needs of legal professionals.
Designed to refine and enhance content, Smithy AI marks the beginning of a broader initiative to create innovative solutions that evolve with the legal profession.
While this initial Beta release improves the quality, clarity and consistency of legal communications, it is only the beginning of ongoing advancements that will continue to simplify and transform content creation in the legal field.
Advancing Legal Technology
This release reflects a focused investment in technology built for the demands of modern legal practice.
Key Features of Smithy AI
Smithy AI is purpose-built to help lawyers and marketing professionals create, refine and manage written content efficiently:
Content Generation and Rewriting
Smithy AI offers two core functions within the Best Lawyers Admin Portal:
- Generate a structured draft from minimal input and is useful for biographies, summaries and article introductions.
- Rewrite enhances existing content by improving clarity, tone and structure while preserving essential details.
Multi-Section Integration
Smithy AI works across nearly all editable profile fields, including biographies, firm overviews, case histories, Q&A and Insight articles, ensuring consistent content throughout.
SEO-Oriented Originality
The tool generates unique, SEO-friendly content that aligns with a firm’s tone and messaging, helping avoid duplicate content penalties while maintaining a professional, consistent voice.
Brand Voice and Consistency
Smithy AI adapts to a firm’s preferred tone and messaging, maintaining professional consistency across profiles while allowing individual differentiation.
Full Editorial Control
Users retain complete control over all AI-generated content. Suggestions can be accepted, edited or rejected to ensure final output meets exact standards and preferences.
A Better Way to Write Legal Content
Purpose-built for legal communications, Smithy AI offers guided rewriting support within The Best Lawyers Digital Marketing Platform.
How it Works
Follow these steps to refine and publish content using Smithy AI:
1. Enter or Paste Content
Begin by adding or pasting existing content directly into the text editor. A minimum of 30 words is required for most sections and at least 300 words for the Insight section to enable content generation or rewriting.
2. Select the Rewriting Option
Once the minimum word count is met, the generate and rewrite buttons will become available. Select ‘generate’ to create a fresh draft based on your input or rewrite to refine your existing content for clarity or structure.
3. Review and refine
Carefully review the AI-generated draft. Ensure that all facts, names and legal terminology are accurate. You can make adjustments as needed to ensure the content reflects your preferred style and complies with necessary regulations.
4. Save and publish
Once satisfied, save your draft. You do not need to save before using Smithy AI, it’s best to use the tool first, then save once the content is final and ready for publishing.
For example, if a legal article on medical malpractice trends in Texas has been published previously, Smithy AI can generate a fresh, original version, enabling firms to maintain authoritative content without duplicating existing material.
Content Support for Legal Marketing
For marketing teams managing multiple attorney profiles, Smithy AI enables scalable content creation. The tool generates original, distinct biographies that avoid duplication across platforms, supporting SEO and visibility. Smithy AI maintains brand consistency while highlighting individual strengths.
For example, a marketing coordinator responsible for publishing dozens of attorney biographies can use Smithy AI to work more efficiently.
The tool generates original, polished profiles in less time, without duplicating content across lawyers or drifting from the firm’s established brand voice. Each profile remains distinct and consistent with the messaging on the firm’s website.
This not only saves an average of five hours a month on manual editing but also supports better SEO performance by avoiding duplicate content across platforms.
Innovation with Integrity
Smithy AI was developed with the same editorial integrity and compliance awareness that define all Best Lawyers solutions. Built-in filters help support adherence to attorney advertising standards, while users retain full control over final content.
While Smithy AI significantly streamlines content creation, it’s designed to support—not replace—your editorial judgment. Smithy AI never publishes or replaces content automatically, only the user can approve and save the rewritten draft.
A Strong Foundation with More Innovations Ahead
This initial release of Smithy AI serves as a foundational step. Future updates will introduce expanded features that further support profile development, thought leadership and comprehensive law firm marketing strategies.
Best Lawyers remains steadfast in its commitment to developing tools that uphold trust, accuracy and provide exceptional client value.
Explore the Best Lawyers Digital Marketing Platform, where Smithy AI is now available.
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