AI Spokespeople, TikTok, and the new math of law firm marketing
Big Voodoo Interactive is leaning into AI spokespeople and a formal TikTok partnership to win attention where it's actually being spent. With a few clicks, their team can switch a spokesperson's language, accent, complexion, or gender - then ship content that looks and sounds convincingly human.
They still use real clients and recognizable faces like William Shatner, Matt Walton, and Eric Pierpoint. But the advantage today is speed, scale, and precision - without sacrificing credibility.
Why TikTok now
"TikTok is new territory for us, but it's appealing because of its younger crowd," said Joseph Morelli of the Law Offices of Mark E. Salomone and Morelli. If you're already getting results on Facebook and Instagram, TikTok is a logical extension - especially as younger consumers treat it like a discovery and information channel.
Big Voodoo's formal partnership provides deeper platform access, strategic guidance from TikTok experts, and richer analytics than a standard account. If you're not familiar with the partner ecosystem, start here: TikTok Marketing Partners.
From uncanny to believable
A year ago, AI influencers felt off - the voice, the eyes, the micro-expressions. "The technology wasn't where it needed to be," said Megan Sheldon, Big Voodoo's managing director of operational services. Today, their AI talent passes the scroll test. It looks human, sounds natural, and performs.
That opens the door to building consistent on-screen "talent" that can deliver scripts in multiple languages, on demand. As CEO Jake Del Hagen put it, they're now believable enough to anchor a brand presence - and they can speak to more people, more directly.
Search is shifting - and your website traffic shows it
Google is answering more questions directly with AI summaries, which means fewer clicks to your site. Del Hagen says some sites are seeing exposure drop by up to 30%. If you rely on organic traffic, assume a chunk of your audience is getting answers before they ever see your brand.
For context on Google's direction, see AI Overviews in Search. Meanwhile, consumers are bypassing Google altogether and searching inside TikTok and Instagram. Your media plan should reflect that reality.
Hyperlocal, multilingual, surgical
AI lets Big Voodoo spin up spokespeople in Spanish, Arabic, French, Italian - and drop them into ZIP codes where those languages matter. That's real cultural proximity at media-buy speed.
The firm handles the full stack: identify human or AI talent, write the scripts, produce the assets, and place them across platforms. Less friction. More control.
Cost, speed, and control beat big productions
Studio and computer-based production mean fewer on-location shoots. That saves time and budget while keeping messaging tight for personal injury, workers' comp, family law, and civil litigation firms.
Clearer messaging plus faster iteration is a practical edge - especially when every firm is fishing in the same pond.
It's not either/or - it's both/and
Clients still appear in their own spots. TV, radio, and print are in the mix. As Morelli puts it, there isn't one method that reaches everyone. The goal is simple: be remembered at the moment of need, no matter the channel that did the heavy lifting.
What marketers can copy right now
- Build your spokesperson system: define brand voice, visual style, scripts, and disclosure rules. Use AI talent where speed and language coverage matter.
- Spin multilingual variants for priority ZIP codes and neighborhoods. Match language, dialect, and cultural references to the audience.
- Treat TikTok as search plus performance. Map content to high-intent queries consumers type into the app.
- Rethink SEO measurement. Track zero-click impact and re-route budget to short-form video and answer-style content.
- A/B test human, celebrity, and AI talent against the same script. Keep what converts, not what feels safest.
- Shorten the creative loop. Script → produce → publish → iterate in days, not weeks.
Metrics that matter
Views and impressions are table stakes. Big Voodoo reports that TikTok is converting to actual leads for legal clients. Hold creative to that bar: form fills, calls, consults - not just watch time.
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