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Generative AI and the Small Law Firm, Part 3: First Steps for Firm Leaders

By Mark Haddad

In our continuing series, we discuss what steps small law firm leaders can take to leverage new Gen AI tools and processes and deliver more value to clients more quickly.

Law Firm Generative AI

What Can a Small Law Firm Do, Right Now, to Leverage Gen AI?

Let’s start with what the firm doesn’t need to do: It doesn’t need to hire data scientists or turn its lawyers into AI experts. For smaller law firms, as for most firms across the spectrum, Gen AI technologies will increasingly be embedded in the products they use. If a firm deploys those products effectively, it is deploying AI.

Like any implementation of new tools and technology, however, this does require some measure of strategy and forethought. Even the smallest of firms need a time-bound strategic plan executed with testing and learning across the firm.

Part of that strategic planning process will include identifying pain points in the current way of doing things. One area that may be low-hanging fruit for smaller firms is in marketing and business development — simple blog posts and website creation can be facilitated more easily with Gen AI, for example — as well as other areas where administrative work takes too much time and resources.

Our recent study, Chat GPT & Generative AI Within Law Firms, provides a road map. In general, the survey found that while law firm lawyers are generally open to using Gen AI, there is considerable skepticism about leveraging AI in core legal work.

Respondents felt slightly better, however, about using Gen AI tools, such as the public-facing Chat GPT, for non-legal work within a law firm, such as basic question-and-answer services or other administrative tasks. Almost three-fourths (72%) of respondents said they felt that Gen AI should be applied to non-legal work within a firm — a much higher percentage than those who said they felt it should be applied to legal work within the firm, 21 percentage points higher, in fact.

If a small law firm is looking for places to get started with Gen AI, there are some examples in which a strategic approach can bring quick, yet real transformation to both the business and practice of law within the firm.

Turning Administrative Tasks Into Strategic Advantage

Efficient deployment of software to enhance the administrative side of running a law firm can shift the discussion from efficiency to strategic advantage. Gen AI-based tools can turn back-office tasks into vehicles for additional strategic insight, better client relations and, ultimately, higher revenues.

Some key first steps that firm leaders could take include:

  • Review goals, processes and tools for client communications. Are the firm’s teams able to produce timely, accurate and engaging client communications? Could its lawyers sometimes be better communicators? Gen AI will significantly impact the time and effort required to generate first drafts of communications. Think of this as an opportunity to revisit the firm’s goals and strategies for better client communications and to leverage expertise that is currently locked away in internal documents and work product.
  • Find new ways to provide more responsive client service. Gen AI is behind many products (such as chatbots) that offer organizations new ways to respond quickly to clients about their matters and billing and remove some of the friction from routine client inquiries.
  • Assess markets and identify business opportunities. AI also has become essential for transactional lawyers by enabling them to assess prevailing market terms while advising clients. Those same techniques can be used to understand broader market trends and identify market opportunities by tracking the direction in which the market is moving.

As lawyers build familiarity with Gen AI through its application to administrative tasks, and as the tools continue to evolve, the stage will be set for the application of Gen AI beyond the business of law and into the practice of law. Indeed, Gen AI has the potential to transform the substantive legal work at the heart of a law firm’s value to clients, with a wide range of potential applications and advantages, including:

  • Legal research. Keep up with the dramatic improvements that Gen AI is bringing to legal research tools. AI has been embedded in legal research tools for years, but a new generation of AI capabilities will dramatically alter the research experience for lawyers. Central to those changes is the ability to ask questions in conversational dialogue with research services and arrive at synthesized answers rather than just lists of relevant documents. Staying on top of the latest features of legal research platforms will provide a strategic advantage for small law firms against competitors of all sizes, allowing solo and smaller firms to meaningfully level the playing field.
  • Drafting. Integrate Gen AI tools across the drafting process and leverage a firm’s work product. Gen AI systems can enhance the process of drafting, but they also provide an opportunity to increase the value of a firm’s own standards and precedents. AI-based drafting tools can automatically pull preferred document language from external content sources or a firm’s proprietary documents.
  • Document review. Make AI part of the firm’s document review processes. AI has proven to be an effective way to support lawyers with first-pass analysis of documents such as contracts or leases. Gen AI features will make those processes more like conversational dialogue with the documents and will spare lawyers from the more routine parts of the job to instead use their time to focus on analysis and client consultations.
  • Unleash better service and productivity. Leverage integrations among these tools to achieve better quality of service and productivity. Gen AI will weave together the research, knowledge management, and drafting processes that are now separate processes that require lawyers to shift in and out of different tools. Firms can benefit by examining and reworking their internal workflows to take advantage of those shifts and by changing processes or changing who does what work.

Moving Boldly Toward an AI Future

There is no reason for small law firms to be intimidated by AI. None of these innovations are out of the reach of the typical small firm, and these firms often have the advantage of being able to redeploy resources and change direction more quickly than their larger counterparts. Being nimble requires discipline, however, and all law firms need to take a strategic approach.

As we discussed earlier in this series, AI has already made many important impacts in how lawyers do their work. Gen AI will add important components to the mix, not the least of which is added capacity for lawyers and the potential to increase the appearance of professionalism in the eyes of clients. This new generation of Gen AI tools will draw upon data, technology and expertise to produce quality results, and lawyers in small law firms are just as well positioned as their larger firm counterparts to add their own unique domain expertise to that equation.

Larger law firms that are experimenting with Gen AI have often spoken about how their first forays into this new world of AI tech will focus on internal tasks, looking to experiment and iterate out of view of the client, while seeking to develop levels of expertise that can then be leveraged to the client’s advantage. Small law firms can undertake the exact same process, and in fact, may even beat their larger competitors to meaningful results thanks to their agility and already simpler processes.

No one knows for sure what the future of Gen AI will look like. However, for small law firm leaders who are willing to take bold but intelligent steps, a bright future may come into focus quickly.

This is the third in a series of blog posts about how small law firms can address the opportunities and pitfalls brought by generative artificial intelligence.

Read part one of the “Generative AI and the Small Law Firm” series here.

Image © iStockPhoto.com.

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Categories: Emerging Technology, Innovation, Law Firm Strategy, Legal Technology, Small Law Firm
Originally published December 13, 2023
Last updated December 14, 2023
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Mark Haddad

Mark Haddad is the General Manager of the Small Law Firm Business with Thomson Reuters Legal. Mark began his work in the legal industry as an associate at Oppenheimer Wolff & Donnelly (now Fox Rothschild), specializing in M&A and public securities work. Mark received his J.D. and B.S.B degrees from the University of Minnesota – Twin Cities. Follow his posts on LinkedIn here.

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