Robert Ambrogi Blog
Following its February news that it had entered into a brand partnership withj Gabriel Macht, who played Harvey Specter in the TV series Suits, the legal AI company Harvey said today that it has entered into another such partnership involving another iconic Harvey — only this time it is using AI to make the partnership possible.
This time, the Harvey in question is the six-foot-three-and-a-half-inch invisible white rabbit from the 1950 film Harvey, starring Jimmy Stewart as Elwood P. Dowd, a man whose best friend happens to be a pooka — a benevolent but mischievous Celtic spirit in rabbit form.
Having now raised more than $1 billion and with what the company described as “boatloads of cash to burn,” it is describing this partnership as its “most ambitious use of generative AI to date.” Using its proprietary AI technology, Harvey will digitally resurrect actor Jimmy Stewart to serve as the company’s newest brand ambassador.
“Gabriel Macht was wonderful, but we realized we were leaving an entire Harvey untapped,” said Harvey cofounder and CEO Winston Weinberg, pictured above with cofounder Gabriel Pereyra and Stewart. “Jimmy Stewart embodies everything we stand for — he’s trustworthy, relatable, and he sees things that aren’t really there. Which, honestly, describes about half our user base when they first try legal AI.”
The AI-generated Stewart will appear in Harvey’s marketing materials delivering his signature folksy charm, reportedly saying things like, “Well now, this here legal research platform is just about the finest invisible friend a lawyer could ask for.”
When asked whether Harvey the rabbit would also be involved in the campaign, Weinberg demurred. “Harvey — the rabbit, not the company or the actor — has yet to commit. But between you and me, I think he’s holding out for equity.”
The partnership also marks Harvey’s expansion beyond traditional social media into what the company is calling “spectral social media” — platforms visible only to those who truly believe in AI.
“This is either a stroke of marketing genius or a sign that the legal tech industry has finally lost its collective mind,” said one analyst who asked not to be named because they weren’t sure if they’d actually seen the announcement or hallucinated it.
Harvey says the AI-generated Stewart campaign will launch on April 1, 2026, and will run indefinitely — or at least until someone representing Stewart’s estate uses some other AI product to generate a lawsuit to shut down the campaign.
“Details,” said Weinberg.
Happy April Fools’ Day from LawSites. In reality, Harvey the company partnered only with Gabriel Macht, who played Harvey Specter in Suits. But we’re still holding out hope for the rabbit.