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

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Published: 2026-09-23T13:45:20.262Z • Permanent link

Meltem Kuran-Berkowitz, the new Chief Marketing Officer at Spellbook, a leading AI-powered contract management startup, has set her sights on transforming the company into the go-to brand for contract management. Spellbook, founded in 2019 by a team of lawyers and technologists, has already gained significant traction in the market, with clients such as American Express and Shopify. Kuran-Berkowitz's appointment is seen as a strategic move to take the company's marketing efforts to the next level, with a focus on building strong relationships with clients and establishing Spellbook as a thought leader in the industry.

Spellbook's contract management platform is designed to help businesses automate and optimize their contract management processes, reducing the risk of errors and disputes. The platform uses AI-powered tools to analyze contracts, identify potential issues, and provide recommendations for improvement. Kuran-Berkowitz's experience in marketing and her understanding of the contract management industry make her an ideal candidate to lead Spellbook's marketing efforts. Her goal is to increase brand awareness, drive lead generation, and position Spellbook as the default brand for contract management.

Kuran-Berkowitz's vision for Spellbook's marketing strategy is centered around building trust and credibility with clients. She believes that by showcasing the platform's capabilities and success stories, Spellbook can establish itself as a trusted partner in the contract management space. Spellbook has already started to implement Kuran-Berkowitz's strategy, with a focus on content marketing, social media engagement, and targeted advertising. The company has also launched a series of thought leadership initiatives, including a podcast and a blog, to showcase its expertise and build its reputation as a leader in the industry.

Spellbook's move to appoint a new CMO and its focus on building strong relationships with clients have significant implications for the Data Sources domain. The company's contract management platform is a critical component of many businesses' operations, and its success can have a direct impact on revenue and profitability. As a result, companies that rely on Spellbook's platform will be watching its marketing efforts closely, and any missteps could have significant consequences.

Research communities and analysts will also be closely watching Spellbook's progress, as the company's success can have a ripple effect on the broader market. The contract management industry is a significant sector, with many companies vying for market share. Spellbook's success can help to establish it as a leader in the space, which could have significant implications for the industry as a whole. Furthermore, the company's use of AI-powered tools to analyze contracts and provide recommendations for improvement can have a broader impact on the market, as more companies begin to adopt similar technologies.

Spellbook's move to appoint a new CMO and its focus on building strong relationships with clients is part of a broader trend in the contract management industry. The industry has been experiencing significant growth in recent years, driven by the increasing use of AI-powered technologies to automate and optimize contract management processes. Companies such as Clause and Cognism are already established players in the space, and Spellbook's success can help to establish it as a major competitor.