Generative artificial intelligence—think tools like ChatGPT-4, Microsoft Bing, Google's Bard, Dall-E and Midjourney—is all the rage in the legal world these days, and with good reason. It has implications for both how law firms provide legal services and how firms market their services. Depending on who you ask, AI could, among other things, revolutionize the work attorneys and their colleagues do, upend the billable hour model, level the playing field between small and large law firms and their clients, provide access to justice like we've never seen before and, perhaps, maybe, lead to the end of humanity.