Artificial Intelligence (AI) is transforming numerous sectors, including the legal field. While these technologies improve access to information and automate repetitive tasks, the nuanced interpretation of laws and consideration of human contexts remain exclusively within the expertise of legal professionals. To emphasize this essential message, the Barreau du Québec, in collaboration with Espace M’s media expertise and Bob‘s creativity, has launched a campaign highlighting that human intelligence remains indispensable in the legal domain.
The contribution of AI, though significant in handling administrative and analytical tasks, quickly meets its limitations when nuanced discernment and deep understanding of complex and unique issues are required. Nathalie Turcotte, co-president at Bob, explains: “AI can process massive volumes of information, help citizens understand certain concepts, and assist lawyers, but it cannot replace their judgment, experience, or understanding of human issues. Our objective with this campaign was to convey this message clearly, without creating fear or confusion.”
To effectively disseminate this message, Espace M planned and coordinated an ambitious, relevant multiplatform media strategy built around three main pillars:
- A clear and direct digital campaign, using web banners and digital displays, emphasizing that despite valuable assistance from AI, only a lawyer can truly grasp the legal subtleties specific to each case.
- An engaging content strategy, featuring audio insertions on popular platforms such as Spotify and Ohdio, and a dedicated article in La Presse’s special AI supplement, encouraging deeper public reflection.
- An educational landing page specifically designed on the Barreau du Québec’s website, offering precise information and expert testimonies to directly address citizens’ concerns.
Mathilde Quilici, advisor at Bob, adds: “This project demonstrates how a well-crafted strategy can make a complex subject accessible. We created a campaign that informs, engages, and repositions humans at the heart of the debate on AI and justice.”
This campaign, deployed with strategic support from Espace M, reaffirms the importance of carefully regulating AI use within the legal sector, highlighting the complementary relationship between technology and human intelligence for the benefit of justice.
Source: Grenier
