Kevin O’Keefe writes…
It’s not a matter of whether law firms will need to market their knowledge and use of AI (artificial intelligence), it’s a matter of when. The smart law firms are going to start now.
I walked out of last week’s Legal Marketing Association Annual Meeting (LMA) seeing the single biggest marketing opportunity for law firms as demonstrating a keen knowledge of AI and how AI is going to change the delivery of legal services.
I’ve been to LMA meetings for almost twenty years and have never even heard AI mentioned. AI and machine learning may have been discussed in relation to e-discovery, but this year there were multiple sessions with legal technology and software executives and entrepreneurs presenting on AI and its implications for law firms.
Why now? Because the tools that consumers of legal services expect law firms to use will bring fundamental change to the traditional business model of law firms, that being to charge solely by the hour.
Businesses and consumers are not going to tolerate law firms charging for hours spent on tasks and projects which can be automated by software and AI.
The age of AI may not fully be upon law firms, but the consensus at LMA was pretty close to what Richard Susskind, author, speaker and advisor on the future of legal services, had to say at this year’s British Legal Technology Forum:
Full Article at http://kevin.lexblog.com/2017/04/07/law-firms-knowledge-use-ai-golden-marketing-opportunity/
