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Artificial intelligence is no longer optional in legal practice. With 79% of attorneys now using AI in some capacity, the question isn’t whether to adopt these tools, it’s how to do so ethically and effectively while maintaining your competitive edge.
South Carolina’s Position on AI
The South Carolina Supreme Court issued an interim policy in 2025 addressing AI use in legal practice. Chief Justice John Kittredge’s directive reminds attorneys they remain fully responsible for ensuring the accuracy of all work product and must exercise caution when relying on AI outputs. The SC Bar Association has prioritized this issue, featuring “Ethical Use of Generative AI Applications” as a key topic in its 2025 Ethics Hot Tips seminar.
The message is unambiguous: South Carolina attorneys must understand AI’s capabilities and limitations before implementation.
National Ethical Framework
The American Bar Association‘s Formal Opinion 512, released in July 2024, establishes baseline requirements for AI use. The opinion mandates that attorneys “fully consider their applicable ethical obligations,” including duties to provide competent representation, protect client information, communicate transparently with clients, and charge reasonable fees reflecting actual time spent.
The ABA explicitly prohibits delegating professional judgment to AI. All AI-generated work must be treated like paralegal output—requiring thorough attorney review and verification before use in any client matter.
The Digital Foundation Gap
Here’s what many established firms overlook: AI tools amplify what you already have. If your digital presence is weak, AI won’t fix it.
- Consider: An AI chatbot captures leads only if prospects can find your website. AI-generated content marketing fails without proper SEO. Document automation tools won’t increase revenue if your online visibility doesn’t generate sufficient client inquiries.
Before expanding your AI toolkit, audit your digital foundation. Does your firm rank on the first page for relevant local searches? Is your website mobile-responsive and optimized for conversions? Research shows that 96% of consumers turn to search engines when seeking legal services, making online visibility essential. Have you optimized your Google Business Profile?
Strong AI implementation requires strong digital infrastructure. In fact, many Greenville County law firms discover that poor online visibility and weak Google reviews cost them more potential clients than any lack of AI sophistication ever could.
Practical Applications Across Practice Areas
Once your foundation is solid, AI delivers measurable efficiency gains. Law firms are successfully deploying AI for legal research and case law analysis, contract review and document automation, client intake and preliminary consultations, deposition summary generation, and legal brief drafting with citation verification.
However, 90% of law firms still lack formal AI usage policies, creating potential liability exposure. Attorneys should establish clear internal guidelines before widespread implementation.
The Risk Nobody’s Talking About
Recent cases demonstrate AI’s dangers when misused. Federal judges have sanctioned multiple attorneys for submitting briefs containing fabricated case citations generated by AI. These aren’t isolated incidents—they’re warnings about over-reliance on unverified AI outputs.
South Carolina attorneys face the same risks. Without proper verification protocols, AI tools can generate plausible-sounding but completely fictitious legal authority.
Strategic Implementation Sequence
Successful AI adoption follows this pattern:
- Strengthen your digital presence (website, SEO, online profiles)
- Develop firm-wide AI ethics policies and training protocols
- Begin with AI tools for low-risk, routine tasks
- Implement rigorous verification procedures for all AI outputs
- Gradually expand to more sophisticated applications
- Monitor evolving state bar guidance and adjust practices accordingly
The firms thriving with AI aren’t necessarily the earliest adopters—they’re the ones who built proper infrastructure, understood ethical boundaries, and deployed AI strategically to enhance client service rather than replace attorney judgment.
Taking Action
Before implementing new AI tools, ask: Is my firm easily discoverable online by potential clients? If prospects searching for legal services in your area don’t find you on the first page of results, that’s your starting point.
Once you’re visible to clients who need you, AI becomes the multiplier that helps you compete more effectively and serve clients more efficiently.
The future of law practice isn’t just AI, it’s AI built on solid digital infrastructure and ethical guardrails.
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For assistance strengthening your law firm’s digital presence, contact Toppe Consulting at jim@toppeconsulting.com. We specialize in website development and SEO for South Carolina law firms.
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Works Cited
American Bar Association. “ABA Issues First Ethics Guidance on a Lawyer’s Use of AI Tools.” ABA News, 29 July 2024, www.americanbar.org/news/abanews/aba-news-archives/2024/07/aba-issues-first-ethics-guidance-ai-tools/. Accessed 3 Oct. 2025.
American Bar Association Standing Committee on Ethics and Professional Responsibility. “Formal Opinion 512: Generative Artificial Intelligence Tools.” American Bar Association, 29 July 2024, www.americanbar.org/content/dam/aba/administrative/professional_responsibility/ethics-opinions/aba-formal-opinion-512.pdf. Accessed 3 Oct. 2025.
Clio. “2024 Legal Trends Report.” Clio, 2024. Accessed 3 Oct. 2025.
“Digital Marketing for Lawyers: Comprehensive 2025 Guide.” Grow Law, growlaw.co/blog/digital-marketing-for-lawyers-a-beginners-guide. Accessed 3 Oct. 2025.
Holdman, Jessica. “With Bad AI in Courtrooms Increasing, SC Chief Justice Joins States Giving Guidance.” SC Daily Gazette, 3 Sept. 2025, scdailygazette.com/2025/09/03/with-use-of-ai-increasing-sc-chief-justice-joins-states-giving-orders-on-its-use-in-courtrooms/. Accessed 3 Oct. 2025.
“Lawyers Face New Guidance on AI, Tech Competence.” North Carolina Lawyers Weekly, 29 Sept. 2025, nclawyersweekly.com/2025/09/29/lawyers-ai-ethics-competence-guidance/. Accessed 3 Oct. 2025.
“Legal AI: ABA & State Legal Ethics Guidance on Artificial Intelligence.” Steno Brief, 11 Apr. 2025, brief.steno.com/legal-ai-rules-by-state. Accessed 3 Oct. 2025.
Market Media Connect. “2025 Digital Marketing Guide for Lawyers.” Market Media Connect, 26 June 2025, marketmediaconnect.com/blog/digital-marketing-for-lawyers-guide/. Accessed 3 Oct. 2025.
Palmer, Mark. “How Lawyers Can Overcome Fear and Embrace AI in 2025.” 2Civility, 5 Dec. 2024, www.2civility.org/how-lawyers-can-overcome-fear-and-embrace-ai-in-2025/. Accessed 3 Oct. 2025.
South Carolina Bar. “2025 Ethics Hot Tips.” SC Bar CLE Division, cv.scbar.org/cv5/cgi-bin/eventsdll.dll/EventInfo?sessionaltcd=S2025_008. Accessed 3 Oct. 2025.
“State Bar AI and Attorney Ethics Rules: 50-State Survey.” Justia, 16 June 2025, www.justia.com/trials-litigation/ai-and-attorney-ethics-rules-50-state-survey/. Accessed 3 Oct. 2025.
Thomson Reuters. “2024 Generative AI in Professional Services Report.” Thomson Reuters, 2024. Accessed 3 Oct. 2025.
