🎙️ Ep. 113 - How Seth Price Scaled a 50-Lawyer Firm and Digital Agency: Tech, Cloud, and the Future of Legal Marketing!

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Seth Price, founding partner of Price Benowitz LLP and CEO of BluShark Digital, shares deep insights on leveraging technology to scale law firms. He highlights Salesforce, Clio, and Smart Advocate as essential tools, discussing their specific roles in case management and marketing automation. Seth outlines the evolution of digital marketing for lawyers, stressing the importance of content, links, and local reviews in SEO strategy. He offers tips for interpreting Google Analytics and staying ahead of algorithm changes. Concluding with advice on future-proofing practices, Seth urges law firm leaders to invest in adaptive tech stacks and remain inquisitive amid rapid innovation.

Join Seth and me as we discuss the following three questions and more!

  1. What are the top three pieces of tech, software, or hardware you use to scale price benefits from a two-person firm to over 50 attorneys?

  2. What are the top three ways you've seen digital marketing change for lawyers, and can you give us a tip for each one?

  3. What are your top three tips for law firm leaders looking to future-proof their practices amid rapid technological change?

In our conversation, we cover the following:

[01:23] Seth's Tech Setup

[09:50] Top Three Tech Tools for Scaling Price Benefits

[11:27] Detailed Explanation of Clio and SmartAdvocate

[12:40] Digital Marketing Changes for Lawyers

[16:09] Importance of Local Search and Reviews

[19:00] Tips for Understanding Google Analytics

[25:13] Final Tips for Future-Proofing Law Firms

Resources:

Connect with Seth:

Hardware mentioned in the conversation:

Software & Cloud Services mentioned in the conversation:

Why Are Lawyers Still Failing at AI Legal Research? The Alarming Rise of AI Hallucinations in Courtrooms 🚨⚖️

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lawyers avoid sanctions - check your work!

The legal profession stands at a crossroads: Artificial intelligence (AI) offers unprecedented speed and efficiency in legal research, yet lawyers across the country (and even around the world, like our neighbor to the north) continue to make costly mistakes by over-relying on these tools. Despite years of warnings and mounting evidence, courts are now sanctioning attorneys for submitting briefs filled with fake citations and non-existent case law. Let’s examine where we are today:

The Latest AI Legal Research Failures: A Pattern, Not a Fluke

Within the last month, the legal world has witnessed a series of embarrassing AI-driven blunders:

  • $31,000 Sanction in California: Two major law firms, Ellis George LLP and K&L Gates LLP, were hit with a $31,000 penalty after submitting a brief with at least nine incorrect citations, including two to cases that do not exist. The attorneys used Google Gemini and Westlaw’s AI features but failed to verify the output-a mistake that Judge Michael Wilner called “inexcusable” for any competent attorney.

  • Morgan & Morgan’s AI Crackdown: After a Wyoming federal judge threatened sanctions over AI-generated, fictitious case law, the nation’s largest personal injury firm issued a warning: use AI without verification, and you risk termination.

  • Nationwide Trend: From Minnesota to Texas, courts are tossing filings and sanctioning lawyers for AI-induced “hallucinations”-the confident generation of plausible but fake legal authorities.

These are not isolated incidents. As covered in our recent blog post, “Generative AI vs. Traditional Legal Research Platforms: What Modern Lawyers Need to Know in 2025,” the risks of AI hallucinations are well-documented, and the consequences for ignoring them are severe.

The Tech-Savvy Lawyer.Page: Prior Warnings and Deep Dives

lawyers need to confirm all of their citations generative ai or not!

I’ve been sounding the alarm on these issues for some time. In our November 2024 review, “Lexis+ AI™️ Falls Short for Legal Research,” I detailed how even the most advanced legal AI platforms can cite non-existent legislation, misinterpret legal concepts, and confidently provide incorrect information. The post emphasized the need for human oversight and verification-a theme echoed in every major AI research failure since.

Our “Word of the Week” feature explained the phenomenon of AI “Hallucinations” in plain language: “The AI is making stuff up.” We warned attorneys that AI tools are not ready to write briefs without review and that those who fail to learn how to use AI properly will be replaced by those who do.

For a more in-depth discussion, listen to our podcast episode "From Chatbots to Generative AI – Tom Martin explores LawDroid's legal tech advancements with AI", where we explore how leading legal tech companies are addressing the reliability and security concerns of AI-driven research. Tom’s advice? Treat AI as a collaborator, not an infallible expert, and always manage your expectations about its capabilities.

Why Do These Mistakes Keep Happening? 🤔

  1. Overtrust in AI Tools
    Despite repeated warnings, lawyers continue to treat AI outputs as authoritative. As detailed in our November 2024 editorial, MTC/🚨BOLO🚨: Lexis+ AI™️ Falls Short for Legal Research!, and January 2025 roundup of AI legal research platforms, Shout Out to Robert Ambrogi: AI Legal Research Platforms - A Double-Edged Sword for Tech-Savvy Lawyers 🔍⚖️, even the best tools, e.g., Lexis+AI, Westlaw Precision AI, vLex's Vincent AI, produce inconsistent results and are prone to hallucinations. The myth of AI infallibility persists, leading to dangerous shortcuts.

  2. Lack of AI Literacy and Verification
    Many attorneys lack the technical skills to critically assess AI-generated research (yet have the legal research tools to check their work, i.e., legal citations). Our blog’s ongoing coverage stresses that AI tools are supplements, not replacements, for professional judgment. As we discussed in “Generative AI vs. Traditional Legal Research Platforms,” traditional platforms still offer higher reliability, especially for complex or high-stakes matters.

  3. Inadequate Disclosure and Collaboration
    Lawyers often share AI-generated drafts without disclosing their origin, allowing errors to propagate. This lack of transparency was a key factor in several recent sanctions and is a recurring theme in our blog postings and podcast interviews with legal tech innovators.

  4. AI’s Inability to Grasp Legal Nuance
    AI can mimic legal language but cannot truly understand doctrine or context. Our review of Lexis+ AI, see “MTC/🚨BOLO🚨: Lexis+ AI™️ Falls Short for Legal Research!," highlighted how the platform confused criminal and tort law concepts and cited non-existent statutes-clear evidence that human expertise remains essential.

The Real-World Consequences

lawyers don’t find yourself sanctioned or worse because you used unverified generative ai research!

  • Judicial Sanctions and Fines: Increasingly severe penalties, including the $31,000 sanction in California, are becoming the norm.

  • Professional Embarrassment: Lawyers risk public censure and reputational harm-outcomes we’ve chronicled repeatedly on The Tech-Savvy Lawyer.Page.

  • Client Harm: Submitting briefs with fake law can jeopardize client interests and lead to malpractice claims.

  • Loss of Trust: Repeated failures erode public confidence in the legal system.

What Needs to Change-Now

  1. Mandatory AI Verification Protocols
    Every AI-generated citation must be independently checked using trusted, primary sources. Our blog and podcast guests have consistently advocated for checklists and certifications to ensure research integrity.

  2. AI Literacy Training
    Ongoing education is essential. As we’ve reported, understanding AI’s strengths and weaknesses is now a core competency for all legal professionals.

  3. Transparent Disclosure
    Attorneys should disclose when AI tools are used in research or drafting. This simple step can prevent many of the cascading errors seen in recent cases.

  4. Responsible Adoption
    Firms must demand transparency from AI vendors and insist on evidence of reliability before integrating new tools. Our coverage of the “AI smackdown” comparison made clear that no platform is perfect-critical thinking is irreplaceable.

Final Thoughts 🧐: AI Is a Tool, Not a Substitute for Judgment

lawyers balance your legal research using generative ai with known, reliable legal resouirces!

Artificial intelligence can enhance legal research, but it cannot replace diligence, competence, or ethical responsibility. The recent wave of AI-induced legal blunders is a wake-up call: Technology is only as good as the professional who wields it. As we’ve said before on The Tech-Savvy Lawyer.Page, lawyers must lead with skepticism, verify every fact, and never outsource their judgment to a machine. The future of the profession-and the trust of the public-depends on it.

Tip of the Day! 💡 20 Affordable Gifts (10 tech and 10 non-tech) for Tech-Savvy Lawyers: Top Picks Under $50 for 2024 💼💻🎁

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Time to find holiday gifts 🎁 that won’t break the bank for your favorite tech-savvy lawyer! 💻✨

As we approach the holiday season 🎄🎁, finding the perfect gift for the tech-savvy lawyer in your life can be a challenge 🤔. To help you navigate this task, I’ve compiled a list of top ten tech gifts 💻🔧 and ten non-tech gifts 📚☕ under $50 that are sure to delight any legal professional with a penchant for technology 👨‍⚖️👩‍⚖️. Whether it's for your boss 👔, colleague 🤝, or significant other 💑, these selections are inspired by the latest trends and discussions from The Tech-Savvy Lawyer.Page blog and podcasts 🎙️ throughout 2024 📅.

Top Ten Tech Gifts Under $50 🎁💻

1. Linq Digital Business Cards 📇

These innovative digital business cards are a game-changer for networking.* With a simple tap, lawyers can share their contact information, social media profiles, and even their latest podcast episode. Perfect for conferences and client meetings.

https://buy.linqapp.com/collections/cards

2. MacSparky Monthly Subscription Gift Card 🎓

Previous podcast guest david sparks popular blog is a great resource for the tech-savvy lawyer who wants to learn more about apple devices! 👩🏻‍💻

A gift card for a month's subscription to MacSparky offers access to valuable productivity tips and tech that can help any legal professional using the Mac platform.* This resource can help lawyers streamline their workflow and stay updated on the latest tech trends in the legal industry.

https://www.macsparky.com/join/

3. Anker 633 Magnetic Battery, 10,000 mAh Foldable Wireless Portable Charger, 20W USB-C Power Delivery Power Bank with Stand, Magsafe-Compatible for iPhone 16/15/14/13/12 Series 🔋

This portable charger ensures your lawyer's devices stay powered up during long days in court, on the road in or client meetings.* Its slim design fits easily in a briefcase or pocket, providing peace of mind for those crucial moments when a dead cell phone battery could be disastrous.

Click on this link to go to Amazon as the link itself is too long! 🙃

4. Logitech Pebble M350 Wireless Mouse 🐭 🖱️

A sleek, silent mouse that's perfect for working in quiet environments like libraries or shared office spaces. Its compact design and long battery life make it ideal for lawyers who frequently work on-the-go or in various locations.

https://www.logitech.com/en-us/products/mice/pebble-2-m350s-wireless-mouse.html

5. Blue Light Blocking Glasses 👓

Help protect your lawyer's eyes during long hours of screen time with these stylish blue light blocking glasses. These can reduce eye strain and potentially improve sleep quality, essential for lawyers who often work late nights reviewing documents.

https://www.diffeyewear.com/collections/blue-light-blocking-glasses

6. Bluetooth Trackers 🔍

Show your tech-savvy colleague a little love 🎁 with a thoughtful gift that won’t break your budget! 💻

Never let your lawyer misplace their keys or bag again with these handy Bluetooth trackers:

- Apple AirTag*: Perfect for iOS users, offering seamless integration with Apple devices.

https://www.apple.com/airtag/

- Tile Mate: A versatile option compatible with both iOS and Android devices.

https://www.thetileapp.com/en-us/store/tiles/mate

7. Amazon Echo Dot (4th Gen) 🔊

This smart speaker can help manage schedules, set reminders, and even brief on the latest legal news. It's a versatile assistant for lawyers, helping them stay organized and informed hands-free. (Warning:  Check terms of service and make sure Amazon is not eavesdropping on privileged/private communication! Personally, I’d go for the Apple Air Pod* (but its $99 and didn’t meet the criteria of this list).

https://www.amazon.com/Echo-Dot/dp/B07XJ8C8F5

8. Anker PowerWave Pad Qi-Certified Wireless Charger ⚡

A fast, efficient wireless charging pad for smartphones and other Qi-enabled devices. Universally friendly to most Qi-enabled smartphones (check with the manufacture). This charger eliminates cable clutter on a lawyer's desk and ensures their devices are always ready to go.

https://www.amazon.com/Anker-PowerWave-Qi-Certified-Compatible-Fast-Charging/dp/B07DBX67NC

9. Jabra soundcore V30i 🎧

These affordable earbuds offer great sound quality for podcast listening and clear audio for calls. Perfect for lawyers who need to take confidential calls on-the-go or want to catch up on legal podcasts during their commute. 🤗

https://www.soundcore.com/products/v30i-a3873-open-ear-earbuds?ref=open-ear-headphones

10. Rocketbook Smart Reusable Notebook 📓

This eco-friendly notebook allows lawyers to digitize their handwritten notes easily. It's perfect for those who prefer handwriting but need the convenience of digital storage and organization.

https://getrocketbook.com/products/rocketbook-core

Top Ten Non-Tech Gifts Under $50 🎁

1. Staufs Coffee Sampler ☕️

My favorite regional coffee shop/brewer that was recently rated #3 in a national pole on regional coffee shops!

A selection of rich, flavorful blends from this regional coffee brewery to fuel long work hours.* This is my personal favorite! I’ve been a customer of theirs for years.  The last place I moved to while living in Columbus, OH was in part because it was four to five blocks away from their main store in Grandview, OH. 🤗
Note free shipping for orders over $50!

https://www.staufs.com/shop-all-coffee

2. "The Tech Contracts Handbook" by David W. Tollen 📚

This comprehensive guide to technology contracts is a valuable resource for any tech-savvy lawyer.

Click on this link to go to Amazon as the link itself is too long! 🙃

3. Personalized Desk Nameplate 🏷️

Add a touch of professionalism to your lawyer's workspace with a custom nameplate.

https://www.etsy.com/search?q=lawyer+Personalized+Desk+Nameplate&is_personalizable=true

4. Lawyer-Themed Socks 🧦

Inject some fun into your lawyer's wardrobe with these quirky, profession-specific socks.

https://shop.nypl.org/products/lawyer-socks

5. "The Anxious Lawyer" by Jeena Cho and Karen Gifford 🧘‍♀️

A book offering an eight-week program on meditation and mindfulness, created by lawyers for lawyers.

https://jeenacho.com/the-anxious-lawyer-book/

6. Legal-Themed Art Print 🖼️

Stand out at your holiday party 🎉 by giving a gift that gets you noticed—thoughtful, tech-savvy, and memorable! 🎁✨

Decorate your lawyer's office with a tasteful print featuring legal motifs or famous courthouses.

https://www.fulcrumgallery.com/c37592/law-office-art.htm

7. Money Clip w Air Tag Holder 💵 🏷️

This practical gift combines a stylish money clip with an AirTag holder, ensuring your lawyer's wallet is always traceable and organized. These money clips offers a blend of technology and functionality at an affordable price.*

Click on this link to go to Amazon as the link itself is too long! 🙃

8. Gavel-Shaped Whiskey Decanter Set 🥃

A unique and conversation-starting gift for the lawyer who enjoys a good drink after a long day.

Click on this link to go to Amazon as the link itself is too long! 🙃 

9. Moleskine Precious and Ethical Notebook 📔

A high-quality notebook for jotting down ideas, whether in the courtroom or during podcast brainstorming sessions.

https://www.moleskine.com/en-us/gift-guide/best-gifts-under-50/precious-ethical-notebook-petroleum-8056598859430.html

10. Lawyer-Themed Coffee Mug ⚖️

A witty mug to brighten up their morning coffee routine.

Click on this link to go to Amazon as the link itself is too long! 🙃 

A Personal Note on Gift-Giving 🎁💭

During this season of gathering with friends, colleagues, and family, show your appreciation with a thoughtful gift—perfect for the tech-savvy lawyer who makes every day brighter. 🎁

Whether you opt for a cutting-edge gadget 🔧 or a classic non-tech item 📚, each gift on our list is designed to enhance productivity 📈, foster well-being 🧘‍♀️, or simply bring a smile 😊 to your favorite legal eagle 🦅⚖️. Remember, it's not just about the gift itself, but the thought behind it 💭❤️. By choosing one of these items, you're showing that you understand and appreciate the unique challenges and interests of the modern, tech-savvy lawyer 💼💻.

Here's to making the season brighter 🌟 for the legal professionals in your life, one thoughtful gift at a time! Happy gifting! 🎉🎊

Have a Happy Holiday Season!

❄️❅☃️❆❄️

Have a Happy Holiday Season! ❄️❅☃️❆❄️