An increasing number of firms are eager to showcase their “innovative” use of technology. However, for the most part, this only adds to the noise rather than increasing the firms’ credibility.
“Our innovative approach and unparalleled expertise are enhanced by leveraging cutting-edge AI solutions to deliver transformative outcomes.”
Some variation of this statement is popping up increasingly frequently in law firms’ messaging. You will spot it on websites, in pitch decks and capability statements, in interview pieces, and conference presentations.
Sure, it’s a way of signaling that a law firm is “modern” and “with the times." However, at this point, everyone and their grandma is familiar with AI. Most are using ChatGPT daily, which means vague references to “AI solutions” won’t impress anyone.
Adding Clarity to AI Messaging
Undoubtedly, there are many benefits to integrating AI-enabled solutions in the processes and tech stacks of law firms. These tools can help automate manual processes, reduce human error, strengthen compliance, uncover new insights, and so on.
As such, highlighting a law firm’s smart use of technology to deliver better, faster, or more cost-efficient outcomes to clients can certainly strengthen its messaging.
The problem is that most law firms don’t really go beyond making buzzword-filled claims.
Compare these two statements:
- “We use AI to streamline due diligence.”
- “We use Luminance to quickly analyze large volumes of documents and identify key risks and clauses. This helps us reduce our due diligence time by 20-40%.”
The first version tells prospects nothing of substance. The second one offers transparency and clarity, which, in turn, helps enhance credibility.
Common Pitfalls
Here are some of the most common pitfalls that we’ve noticed in law firm’s AI-sprinkled messaging:
- Making vague promises. “Achieving transformational results” is an empty statement. Without concrete examples or clear metrics, it makes little to no impact on clients and prospects.
- Failing to connect AI statements to outcomes. Without explaining how the use of AI-enabled tools impacts the work in a measurable way, these claims simply add to the noise.
- Packing the language with buzzwords. Please, let’s all agree to stop using words like “cutting-edge” and “next-generation” and leave these terms to those whose work is at and beyond the edge of what we think is possible.
- Hiding behind “proprietary processes.” Sure, law firms, like any business, don’t want or should reveal their proprietary methodologies. However, there has to be a balance between offering a certain level of clarity and protecting company secrets.
Using AI to Enhance Messaging – A Checklist
Here are a few things law firms can do to make their use of AI technologies a valuable addition to their messaging:
- Naming the tool or category: There might be hesitation to reveal the exact tool used, but at the bare minimum, it’ll go a long way to explain the nature of the tool and its capabilities.
- Clarifying the impact: What is the process or function that this AI tool helps improve?
- Connecting it to client value: Will it decrease costs for the client? Will it help deliver a faster turnaround? Will it improve the accuracy?
- Providing an example (if possible): Case studies in the legal industry are typically of a different nature due to the amount of privileged and confidential information involved. However, to the extent possible, illustrating how various AI tools helped improve the service offering and its outcome could go a long way in building credibility.
- Keeping it as a supporting message: While AI tools can help enhance a law firm’s messaging, clients ultimately hire firms for their legal expertise and experience. So it’s best to avoid making AI the main focus of the messaging. Rather, it’s one of the many resources and advantages that a law firm has at its disposal.
AI buzzwords have flooded most industries, and the legal field is no exception. However, it is vital that law firms don’t allow generic AI promises to dilute the clarity and authenticity of their messaging.
By Saida Ayupova, Founder, Five-o-eight
