Legal AI startup Spellbook hired a new CMO — and she has strong opinions on avoiding 'creepy' AI marketing (www.businessinsider.com)

Spellbook, a legal AI startup known for its contract drafting and analysis tools, has appointed Meltem Kuran-Berkowitz as its new Chief Marketing Officer. Previously head of growth at Deel, Kuran-Berkowitz aims to steer Spellbook toward a revenue target of $100 million by the end of the year. In contrast to trends in AI marketing, she advocates for authenticity in outreach, emphasizing that communications should be human-generated rather than AI-produced. She believes AI should assist in internal functions but draw the line when it comes to customer interactions, citing the disingenuousness of AI-crafted cold emails. This leadership change comes at a pivotal moment for Spellbook, which recently secured $50 million in Series B funding at a $350 million valuation, positioning it within a rapidly growing legal tech sector that attracted $2 billion in investments in the first half of 2023. Kuran-Berkowitz's strategy will focus on meaningful customer engagement rather than conventional marketing techniques like celebrity endorsements. Her vision includes enhancing Spellbook's reputation beyond its current offerings, with the goal of becoming synonymous with contract management. By addressing the need for transparent and relatable marketing, Kuran-Berkowitz aims to set a new standard in the AI marketing landscape.