I've always been fascinated by the way technology transforms industries. At SpyFu and RivalFlow, we live and breathe AI, helping businesses use data to gain an edge in search marketing. But AI's impact isn't limited to digital marketing—it's reshaping industries across the board, including law.
Recently, I had the chance to sit down with my good friend Kent, a lawyer and serial entrepreneur, to talk about how he's integrated AI into his law practice. Kent has found AI to be a game-changer—not just in marketing but in how he runs his entire firm.
Watch the video to get some true gems from Kent. I'm sharing some highlights below, but the video really captures some ideas we had never known about--like whipping up an onboarding Power Point presentation that pulls from their team's knowledge base. Seriously, don't miss it.
Kent specializes in probate law, handling everything from will and trust disputes to guardianships and financial exploitation cases. Like most attorneys, he started with a traditional approach—referrals, content marketing, and a strong professional network. But AI opened up a whole new level of efficiency and effectiveness.
In business, you don’t have to be 100% better than your competitors to win. Often, being just 20% better is enough.
AI makes getting that 20% edge almost inevitable for those willing to embrace it.
You don't have to be leading the charge on AI to embrace its role in business. Ken adds that he picked up many of these ideas from others that were willing to share.
It's been a total collaboration of reading and listening and talking to a lot of other like-minded professionals that either like to tinker a lot like I do, or maybe a little bit lazy and want to try to figure out how to do things more efficiently and better, you know, than anybody else. So it's my pleasure. I'm glad to share.
One of Kent’s strongest arguments is that AI is no longer optional.
"There’s an expectation that businesses will use AI to stay competitive. Clients and customers know AI-driven companies operate more efficiently, and those that resist will be left behind."
More than giving you a competitive edge, efficiency is now a client expectation. That translates into a perception of professionalism.
I can't emphasize enough that this isn't limited to law; it's not even limited to business owners. As someone who manages their day to day work life, you can get inspiration from some of these business-driving or time-enhancing techniques:
We forget about that "curse of knowledge"--when you're an expert in a role for so long that you forget what it's like to not know it. For example, Ken can rattle off a description of probate law, but I only learned what that was in the past few years. In many businesses, there's a deep gap between what our clients know about a topic and what we do. It's our jobs to bridge that gap so that they understand it, and that in itself helps them to trust us and establish a strong working relationship.
I know that Kent already practiced this, but I like how he used AI to be sure that he was getting complex ideas across clearly. Since you can ask AI platforms to adopt a specific tone or adjust the audience, tell ChatGPT who your clients are and what's important to them. Kent asked it to craft a letter that toned down his legalese without losing the core message. This is "making it a lot more digestible."
AI widely recognized for its time-saving ability in researching and drafting. Kent and his team use AI to generate drafts for legal documents, discovery requests, and even suggest case citations to review. Of course, human oversight is essential, but AI streamlines the process so that his team can focus on strategy rather than getting bogged down in paperwork.
Alongside our work to build accuracy into RivalFlow text, we still emphasize the importance of keeping an eye on what AI puts out. There's agreement all around that ensuring human oversight is a core best practice.
Because of that, one of the key principles Kent follows when using AI is the 10-80-10 rule. The idea is simple: spend 10% of the effort upfront crafting a well-thought-out prompt, let AI do 80% of the heavy lifting, and then use the final 10% to refine, verify, and personalize the output. Kent and his team use AI to streamline workflows, but they always personally authenticate sources and ensure compliance—turning AI into a tool for efficiency rather than a risk for misinformation.
One of the most impressive things Kent has done is build a custom AI-powered training hub for his firm. Using OpenAI’s GPT tools, he created a private knowledge base where employees can access policies, procedures, and legal guidelines.
His firm no longer relies on outdated PDFs or scattered notes—everything is structured, searchable, and continuously updated.
Kent’s success shows us what AI can do for any business looking to optimize time and effectiveness. The key lessons here apply across industries:
✅ Remove Your Professional Blind Spots – Ask AI to rewrite messages specifically for your audience without assumptions or jargon.
✅ The human touch still matters – AI assists, but professionals still need to validate and refine AI-generated work.
✅ Access to the the right resources – AI-powered knowledge bases ensure all employees access the latest policies, ideas, and resources for aligned decision-making.
✅ Your competitors are using AI (or they soon will be) – Whether you’re in legal, marketing, or any other field, the firms embracing AI are the ones pulling ahead.
One of the biggest game-changers for Kent’s firm has been RivalFlow AI, which has helped take their website and organic search rankings to the next level. Instead of guessing at what content will rank, RivalFlow analyzes competitor pages and suggests optimizations. Kent started implementing changes based on RivalFlow’s recommendations, tracked the results, and saw phenomenal improvements.
In his words: “It saved me so much time. I was already experimenting with AI-assisted writing, but RivalFlow took it 10 steps beyond that.”
Kent started in AI like most people--dabbling with a few small ideas and working up to more creative and productive uses. Now he’s using it across multiple facets of his practice.
No matter your industry, sharing knowledge and improving processes affect your business efficiency. And let's be frank, it affects your quality of life. Kent was feeling a sense of burnout before getting rejuvenated from effective changes that added up. Kent’s approach to AI-powered training and document management is something to pay attention to. His experience offers insights for anyone who wants to leverage AI for efficiency and growth.
AI isn’t replacing professionals. it’s giving them superpowers. The real winners will be those who use it to their advantage.
