Michael Idinopulos, co-founder of MyMai, highlights the transformative potential of generative AI (GenAI) for law firms in enhancing client engagement. Speaking ahead of the Law Firm Marketing Summit in London, he said: “The big opportunity with GenAI is the holy grail of all marketing: one-to-one client engagement at scale.” Idinopulos emphasizes that while many firms are experimenting with tools like ChatGPT for content creation, the true value of GenAI lies in its ability to automate tailored client interactions. He warns against using AI for content generation, as it can lead to uniformity and disengagement among clients. Instead, he advocates for leveraging AI in the distribution of insights, ensuring that the right information reaches clients at the right time. This approach can help marketing and business development teams meet the increasing demands for impactful engagement without the need for additional resources.