Guy Alvarez is a practicing attorney turned digital marketing and technology strategist. His career spans law, consulting, and business development, with deep experience in professional services marketing operations.
I remember the moment that changed everything for me. Fresh out of law school with good but not great grades, I was struggling to find a job when I stumbled upon a book at Barnes & Noble called "How to Make Money on the Internet." Those pages sparked something in me—a vision of how technology could transform the legal profession.
Armed with newfound knowledge and more confidence than expertise, I walked into an interview with a boutique firm called Wasserman Schneider and Baab and pitched myself as an "internet expert." They hired me the next day, and I immediately set to work helping them acquire new clients through emerging technology.
While there, I built one of the first law firm websites and launched a listserv—the precursor to today's social media—where I shared daily updates on legal changes relevant to our clients. Within months, the second largest cotton exporter in the United States reached out after seeing my posts. That meeting turned into a client relationship, and suddenly other law firms were calling, asking me to do the same for them.
Instead of joining another firm, I launched my own consulting company, building websites and helping law firms leverage the internet to market their services. This path eventually led me to KPMG, where as Global Director of Digital Marketing, I managed 145 different websites and led the transition to a unified content management system, creating award-winning digital experiences for both KPMG Consulting and KPMG.com.
My journey continued at the Practising Law Institute (PLI), the leading continuing legal education provider in the United States. There, I helped launch the PLI Online Center, transforming them into an online powerhouse with digital products and subscriptions while building their social media presence.
In 2012, I founded Good2bSocial, driven by my belief in the transformative potential of social media for law firms. Working with firms of all sizes—from AmLaw 100 giants to boutique practices—I dedicated myself to helping them leverage digital technologies to market themselves effectively and strengthen client relationships.
After successfully selling Good2bSocial to Best Lawyers in August, 2023, I could have stepped back. Instead, I found myself drawn to the next frontier: artificial intelligence. But this transformation feels different—it's moving faster than previous technological shifts and will have a more profound impact. AI won't just change how law firms market themselves; it will transform how law is practiced and how firms operate as businesses.
That realization led me to complete MIT Sloan and CSAIL's Artificial Intelligence: Implications for Business Strategy program in early 2025 as well as several other courses on AI. The experience reinforced what I've always believed—that technology should amplify human expertise, not replace it.
Today, my work focuses on helping law firms understand and leverage AI to become more profitable and enhance their operations. I've felt the same tensions between tradition and innovation that many attorneys experience. My combination of legal background, marketing expertise, and AI knowledge allows me to serve as a bridge—helping firms embrace powerful new capabilities while staying true to the core values and personal connections that define great legal service.
I believe that in the right hands, AI can create more space for the truly human elements of legal practice—the empathy, judgment, and wisdom that technology can never replace.
