A lot of firms are looking at AI right now and are thinking the same things:
Faster turnaround.
Lower production costs.
More content for less money.
On paper, it looks like a win-win. And to be fair—there is a great opportunity for genuine efficiencies.
But there’s a part of this conversation that’s getting skipped.
Where the “Cost Savings” Logic Breaks
Most firms evaluating AI for creative are asking, “How much cheaper can we make content?”
What very few are asking: “What happens if this makes our content easier to ignore?”
Because that’s the actual risk. AI doesn’t just lower cost. Used incorrectly, it lowers:
- differentiation
- clarity
- and ultimately, trust
And in personal injury, trust is the only thing that matters.
The Trap Firms Are Walking Into
Here’s what typically happens. A firm uses AI to:
- Generate scripts
- Speed up production
- Create more volume
The output looks….fine. Nothing is technically wrong with it.
But it starts to feel… familiar. Because it is.
What it really sounds like:
- Every other firm experimenting with AI
- Every “safe” version of a legal message
- Every piece of content that avoids saying anything real
And that’s where the cost shows up. Not in production. In performance.
What This Actually Impacts
When your content feels generic, a few things happen quietly.
- Prospects don’t remember you
- Your message doesn’t separate from competitors
- Your credibility feels thinner—even if your results aren’t
So while you saved on production, you made it harder to win the call. And that’s not a marketing issue. That’s a business issue.
Where AI Does Belong
AI is useful—when it’s used in the right place. It’s great for:
- Early drafts
- Exploring different directions
- Speeding up internal workflows
We use it for all of that. But the part that actually drives results still requires judgment:
- What should we say? More importantly, what should we avoid?
- Does this sound like me or could I swap myself out for a spokesperson with no noticeable difference?
- Is this building trust or just filling space?
- Would someone in a stressful situation actually respond to this?
AI can’t answer those questions. And those are the questions that determine whether your creative works.
The Simple Line Most Firms Miss
AI lowers the cost of making creative. It does not lower the cost of making the wrong call. Cheap content is easy. Credibility is not.
A Better Way to Think About It
If you’re evaluating AI purely on cost savings, you’re trying to solve the wrong problem. The better question to ask is “How do we use AI to move faster—without becoming easier to ignore?”
That’s where the advantage is.
If you’re considering shifting more of your creative to AI and want a second set of eyes before you do, we’re happy to take a look.
Because once your content starts blending in, it’s a lot harder to undo than it is to prevent.
John Heiple is Vice President of Creative Production at VVK PR + Creative, where he oversees studio operations and executive produces video projects for major personal injury clients like the Sam Bernstein Law Firm (Michigan), John Foy & Associates (Atlanta), Gruber Law Offices (Milwaukee) and Richard Schwartz & Associates (Mississippi). With over 20 years of industry experience, including 11 years at Detroit’s NBC affiliate, WDIV, John has produced strategic creative for hundreds of organizations. He can be reached at: john@vvkagency.com