What's Your Law Firm's Plan for AI Integration?

If you work for a law firm, large or small, you are undoubtably using some form of reactive or generative AI to address client matters. Whether your usage is as simple as grammar recommendations built into your word processing program or as complex as predictive litigation scenarios spawned from the latest AI legal assistant tool, your firm should seriously consider implementing a short and long-term AI strategy to “take on” the wave of evolving AI technology impacting the legal industry.

Law firms and their stakeholders can no longer live in denial, telling themselves that AI has been overplayed…. or that AI integration is only a viable consideration for large firms handling sizeable litigation matters. This is an understandable response and a typical reaction to disruptive innovation, especially when the technology is not well understood and threatens skills historically supported by human expertise. But AI’s incredible efficiency and razor precision are difficult to discredit or ignore in the face of a highly competitive legal services landscape with digitally informed consumers. Slowly but surely, small and mid-size firms are recognizing the benefits of AI and are starting to invest in, and implement multiple AI tools for research, analysis, case preparation and document drafting. Clients are also beginning to demand that their outside firms use Generative AI. According to a recent Thomson Reuters executive report "2024 Generative AI in Professional Services", more than half of respondents from corporate legal departments (58%), as well as nearly half of court systems (44%) and government legal departments (40%), said the outside firms they work with should be using Generative AI. 

With the numerous applications for AI in the legal industry, your firm can kick-start an AI strategy by conducting an objective analysis of what tools are most advantageous to your firm’s practice group mix and clientele, looking at both the positive and negative implications involved with AI integration. The most obvious components to evaluate include investment & operating costs, resource impacts, privacy & governance implications, training requirements, performance measurement and prospect & client impacts. Eventually the adoption of increased AI technology within your firm and broadly within the legal industry will lead to significant changes in how you deliver your legal services and the perceived value of those services.

Informed consumers will become more price sensitive to legal services as they understand more about the uses of AI in the legal space. These clients may appreciate the efficiency gains and cost savings that AI can offer and will expect those savings to be reflected in their billing. Other clients and/or prospects may be more cautious about AI integration as it relates to questions around privacy. They might want assurance that their sensitive information is handled securely and that AI tools are used ethically and in compliance with legal standards.

AI integration at any level will require transparency and clear communication with your clients and potential clients. The value proposition of your services will be picked apart more than ever as the implications of computer learning, and its speed and accuracy become an integral part of case preparation and problem solving. Your firm’s thoughtful posturing around AI and its benefits coupled with the intrinsic value of your attorneys’ expertise will be paramount in defining and promoting your expanded service offerings.

How do we set the stage for AI integration?

• Increase the channels and frequency of communications with your existing clientele and prospects. The more “touch points” you create the more opportunities you will have to convey information about the details and direction of your service offerings.  

• Create a communications plan for how and when you talk about AI with your clients and prospects. Even if you’re just dipping your toe in the water at this point, it’s advisable to acknowledge AI’s presence/movement within the industry. You might start by sharing general thought leadership around the topic, hinting at your firm’s eventual positioning. You can offer more specific information once your firm has executed an AI integration strategy.  

• Develop specific messaging strategies around your firm’s niche competencies along with highlighting individual attorneys in each practice. Emphasize intrinsic values as part of your attorneys’ multifaceted expertise (patience, trustworthiness, empathy, confidence, reliability, leadership, intuitiveness). Develop more case studies and client testimonials demonstrating the intrinsic skills that were required for matter resolution and success. 

• Share the various community and philanthropic programs your firm consistently supports. Showcase your firm members participating in volunteer events and spending meaningful time outside the office. Volunteerism is a strong intrinsic value, creating trust and respect for you firm's members.  

•  Refine and revamp attorney bios to include intrinsic values and cite specific examples of superior client service. Adjust the tone and style of your partner and associate bios to include authentic client or referral partner testimonials that tap into applicable intrinsic qualities. Go beyond law school attended and earned accolades.
  

Copyright 2024 Vista Marketing Consultancy

Sources:

 Thomson Reuters, Executive Summary, “2024 Generative AI in Professional Services” April 17, 2024