Posted by Gavin Ward, director, and Chris Davidson, business development director, at Legal Futures Associate MLT Digital
Gavin Ward
AI continues to move at a rapid pace across the legal sector, transforming how law firms operate, communicate, and deliver services.
During a recent webinar with the Society of Law Accountants in Scotland, we shared a range of practical insights with over 130 law accountants, solicitors and legal professionals in attendance. The session explored how firms can effectively leverage AI while mitigating the associated risks, so we thought it would be worth sharing some of the main insights with Legal Futures readers as well.
Here are 10 practical takeaways for law firms considering their next steps with AI.
1. Define your objectives first
AI is a tool – a technology that can help your firm succeed, if used in the right way, in line with your firm’s objectives. It shouldn’t be the starting place itself.
Before choosing an AI platform or use case, take time to clarify your firm’s goals. Whether you want to improve internal efficiency, win new business or enhance the client experience, your priorities should inform how you approach AI.
2. Adapt your marketing for an AI-informed web
AI is already influencing how legal services appear online. In the past year, we’ve seen AI-generated overviews appear more prominently on search engine results pages, pushing traditional organic listings lower.
This shift necessitates consideration of how your content is structured and how AI-powered search tools might present it. Optimising for AI summaries and integrating structured data (generative engine optimisation or “GEO” for law firms) are now key components of legal digital marketing.
3. Build familiarity with generative tools
The release of tools like ChatGPT, Microsoft Copilot and Google Gemini has significantly expanded what is possible for law firms. Drafting emails, summarising cases and refining tone of voice are now tasks that can be delegated to AI systems.
However, human oversight remains essential. Generative tools can produce credible-sounding but inaccurate results; review and verification are always required.
4. Recognise that client expectations are shifting
Clients increasingly expect transparency, speed and value. Many are aware that AI can produce legal documents quickly and will question traditional billing models. According to recent legal technology company Clio’s research:
- 74% of legal work may be automated using generative AI;
- 79% of legal professionals already use tools such as Copilot; and
- 70% of clients prefer firms that use AI.
These findings suggest a greater demand for fixed-fee structures, outcome-based pricing and productised legal services.
5. Appreciate the direction of travel in legal service delivery
Chris Davidson
AI is already changing the nature of legal work. During a recent lecture at Strathclyde University, Professor Richard Susskind emphasised the need for all lawyers to develop a degree of technological competence.
One example of this evolution is Garfield Law, the UK’s first AI-powered law firm, which provides debt recovery letters for just £2 each. Services that are fast, focused and cost-effective are likely to become more common.
6. Explore AI for operational efficiencies
Many of the most accessible AI use cases relate to time-saving tasks. Law firms are already using AI to support document review and drafting, legal research and summarisation, CRM and case management integration, marketing and lead generation, and internal workflows such as diary management and client billing summaries.
Tools like our AI-powered lead qualification assistant ReceptIO are helping firms capture and convert enquiries more effectively.
7. Put information architecture in place first
A key point raised by Alex Smith of iManage is: “IA before AI.” In other words, establish a solid information architecture before layering AI on top. If your data is fragmented, inconsistent or poorly maintained, AI tools will struggle to perform effectively. Clean, structured and accessible data should be the foundation.
8. Take risk, privacy and ethics seriously
Successful AI adoption requires more than access to the latest tools. Law firms must also consider:
- Internal AI policies and governance frameworks;
- Privacy policies and client consent;
- Secure, closed AI environments for sensitive data; and
- Ongoing staff training and awareness.
There are known risks including hallucinations, data leakage and misuse. Cases faked by AI led the High Court to issue a clear warning to lawyers about the professional consequences of misusing it. This highlights the importance of caution and professionalism.
9. Leverage AI according to your firm’s size and resources
Large firms may be piloting tools like Kira, Harvey or Haiku with the support of in-house tech teams. However, smaller firms are making real progress with more widely available tools such as ChatGPT and Copilot. These are being used for drafting, client communications and marketing.
With the proper training and support, AI is accessible to firms of all sizes.
10. Use simple, task-based prompts to begin
For firms ready to explore AI, starting small can be a practical approach. Here are some prompt examples we’ve seen work well:
- “Draft a simple AI usage policy for a 10-person law firm.”
- “Summarise this five-page letter into three concise bullet points”
- “Adjust the tone of this client email to be more formal.”
- “Generate counter-arguments to this legal position.”
- “Analyse this spreadsheet of rejected leads for trends.”
- “Create a meeting agenda for a divorce consultation.”
Clarity and specificity in prompts usually deliver the best results.
Looking ahead
AI in legal services is developing rapidly; the tools available today are only a starting point. For firms willing to engage strategically, there are opportunities to improve client outcomes, reduce inefficiencies and remain competitive in a changing market.
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