Your AI Doesn't Know Which of Your Files Expired
Last week I was building a training deck for a law firm. Claude had access to my whole archive:...
Guy Alvarez
Before You Buy Another AI Tool, Build the Context Layer
"Agent" was the word of the season this summer. The tech press filled up with it: ad platforms...
The New Still
A fable about the marketing business. Everyone in it is real. None of them make whiskey.
Who Owns AI?
I keep running into the same question with most of the clients we work with: who owns AI?
Faster Makes You Cheaper
What AI changes when the work itself is the thing you sell.
Notes From LMA New Orleans: What Legal Marketing Has 12 to 18 Months to Figure Out
A forward-looking conversation about what I saw at LMA last week, the temporary wall protecting law...
Stop Counting Tokens. Start Counting Decisions
Why your firm's AI mandate is about to flood the market with slop. And the four-part fix every law...
The Law Firm Marketing Department of the Future
Most predictions about AI and law firm marketing miss what is happening on the ground inside the...
Your Title Says CMO. Your Work Says Chief Revenue Officer
Last week I published a pieceabout what I think the law firm marketing department will look like in...
Three Decades of Watching Marketing Change. This AI Moment Is Different.
I spent Memorial Day weekend the way a lot of people in the US do: going to barbecues and parties,...