Marketing the Law Firm

The firms that treat change management as a discipline — not an afterthought — will capture the efficiency gains, retain talent, and build competitive advantage.

As law firms move from experimentation to real dependence on AI in their workflows, the bar is rising. The mandate is no longer “Can AI do it?” Now, it’s “Can AI help us do it precisely, responsibly and in a way that actually moves the business forward?” That’s where the human factor becomes nonnegotiable.

When you compete on claims no one can verify, you risk losing the only thing that matters: the belief that your brand is worth the premium.

While attorneys may wish to emulate Atticus Finch’s commitment to seeking justice for his client, if they want to build a legal practice that feeds their families, they should emulate Joe Rogan.

The findings of recent research provide specific best practices to help chart a path forward and assist decision makers in aligning the need for prompt action and adaptation with the integration of safeguards into their evolving workflows. While few, if any, have unlocked the true potential of generative AI in complex litigation, the tangible benefits and opportunities are becoming clearer.