While many firms have begun integrating AI into their operations, the real challenge lies in moving beyond initial adoption to achieve meaningful, sustained innovation. This blog explores how law firms can effectively compete in the legal industry by leveraging AI, drawing insights from the successful implementation at Pinsent Masons.
The legal industry is at a pivotal moment where the adoption of AI can significantly influence a firm's competitive standing. Despite the enthusiasm for AI, our survey reveals that only 15% of lawyers believe their firm is quick to implement new technology, with nearly half perceiving their firm as slow. This sluggish pace is a critical risk, as firms that fail to act decisively on AI adoption may find themselves losing both clients and talent.
Mark Smith, Director of Strategic Markets at ³ÉÈËÓ°Òô, highlights the stakes: "We are already seeing firms tell us that they are both winning and losing work on the basis of their use of AI in their client-facing work."
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To fully harness AI's potential, law firms must address several barriers. Two-thirds of lawyers indicated that more training would encourage greater AI use, while 50% cited the need for better communication around use guidelines. Tony Randle from Shoosmiths emphasises the importance of comprehensive training and demonstrating practical benefits to overcome resistance to change.
Bhavisa Patel from Eversheds Sutherland adds that effective use of AI requires solving real problems, not just adopting new tools. Good change management, including awareness, skills training, and communication, is fundamental to successful AI integration.
Successful AI implementation involves more than just initial enthusiasm. It requires long-term leadership and reinforcement. Firms are taking various steps, such as offering AI-powered products to staff, developing generative AI policies, and training staff to use AI. As technology evolves, the focus will likely shift towards better integration of tech solutions and more advanced AI applications.
Darren Mitchell from Simmons & Simmons advises that firms must be clear about the purpose of AI tools and ensure targeted usage to deliver the right outputs. The real differentiator will be how effectively firms embed and measure AI, not just whether they adopt it.
Pinsent Masons, a global leader in legal innovation, provides a compelling example of effective AI adoption. The firm chose Lexis+ AI, a purpose-built solution designed specifically for legal professionals, to enhance their client-facing work. Tim Dale, Director of Knowledge at Pinsent Masons, explains the decision: "Lexis+ AI is designed specifically for lawyers. Context is built in, and it’s optimised to pull from the correct data sources."
The firm conducted a thorough pilot of Lexis+ AI, resulting in significant time savings and enhanced insights. Lawyers at Pinsent Masons use Lexis+ AI to sense-check conclusions and uncover alternative angles, proving valuable for developing arguments and offering new perspectives.
Dale notes that while AI outputs must be verified, the platform's trusted content ensures confidence in its use. The firm's emphasis on accountability and training has sparked renewed interest in the knowledge space, with lawyers keen to deepen their understanding of the law.
For law firms, the journey into AI is just beginning. By choosing platforms like Lexis+ AI that meet the unique needs of the legal profession, firms can save time, enhance insights, and maintain their commitment to exceptional client service. As AI tools continue to evolve, the emphasis will be on seamless integration and advanced applications that transform legal services.
Pinsent Masons' experience demonstrates that with the right approach, AI can be a powerful ally in shaping the future of law. Firms that act decisively and strategically on AI adoption will not only enhance their efficiency but also secure their position in the competitive legal landscape.
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