Posted by Michael Lewis, CEO of Legal Futures Associate Claim Technology 
Many companies struggle with the right places to include artificial intelligence and machine learning. Ensuring you have a deep grasp on your industry and its underlying pain points can make a real difference.
For me, asking for legal guidance and trusting the law altogether is about protecting ourselves and removing fear, so getting into the mindset of the customer, and understanding their unique needs is key.
Take a personal injury claim, for example. This could happen to anyone at any time, leaving them feeling exposed, overwhelmed, and often alone.
If AI can be harnessed to expertly guide the customer on the essential steps they need to be taking in real-time, as well as assure them that everything will be OK, this creates a powerful personal touch which currently does not exist.
Personalization is essential to making this work, counterbalancing the idea that automation and AI are stripping away the human touch.
AI should be able to ask customers specific questions about their habits and risk factors, easily view data from connected devices through the Internet of Things, and give support to customers by analysing and responding to uploaded photos or documents.
We can already see AI making a real difference with hard skill tasks, but it’s true that many essential soft skills which are usually associated with humans will be harder to simulate. While guidance and support can be automated, empathy, leadership and creativity are more difficult shoes to fill.
I believe we will see many law firms embracing a hybrid solution, allowing customers to reach out for live support where necessary, or proactively offering this when your AI recognises customer frustration.
Technology for automating claims will become more common, allow empathy and support to become a value add for your business, leveraging your human staff to become the face of your AI.
Three key features of strong AI ensure that you don’t lose empathy amongst the automation. Putting the user pain points first, personalising to meet individual’s needs, and ensuring you have hybrid support to bridge the gaps where necessary.