Legal AI startup Spellbook hired a new CMO — and she has strong opinions on avoiding 'creepy' AI marketing

Meltem Kuran-Berkowitz has recently been hired as the chief marketing officer of Spellbook, a legal AI startup. Kuran-Berkowitz aims to help Spellbook reach a $100 million revenue mark by the end of the year. The startup, known for its AI tools that assist in drafting and analyzing legal contracts, recently raised $50 million in Series B funding at a $350 million valuation.

Kuran-Berkowitz, who previously worked as the head of growth at Deel, is firm on her stance regarding AI usage in marketing. She firmly opposes using AI to impersonate human communication, stating that such tactics are "creepy." Instead, Kuran-Berkowitz emphasizes the importance of being honest with potential customers, telling them that the content is "made from another human."

Despite her stance against AI impersonation, Kuran-Berkowitz acknowledges that AI can be beneficial in marketing, such as mining sales calls for insights and building internal presentation decks. She draws the line when AI starts to mimic human interaction. Kuran-Berkowitz's marketing strategy includes making meaningful touchpoints with customers and focusing on explaining what the product does, rather than following trends like celebrity sponsorships.

She envisions Spellbook as the go-to brand for managing contracts, stating, "The world runs on contracts, and the contracts run on Spellbook."