Artificial intelligence is changing client development by making legal expertise more accessible while increasing the importance of human relationships. Lawyers who combine AI-powered research and insights with exceptional client service, strategic advice, and authentic relationship building will be better positioned to stand out in an increasingly competitive legal market.
Why AI Is Changing Client Development in Law
While there’s no shortage of conversations around AI and the practice of law, what about its implications on client development?
As AI makes legal expertise more commoditized, the distinguishing value of a lawyer will increasingly hinge on their ability to build superior human relationships and their ability to harness the power of AI.
Which means we need to see AI through another lens. One way is to take the initials “AI” and reframe them to stand for “All In.” All In on relationship building. All In on providing levels of service that turn clients into loyal fans. All In on developing nuanced understandings of niche practices, industries, and the client’s business. And All In on mastering AI from a practice and client development perspective to demonstrate that by working with you, clients can achieve competitive advantages.
With this perspective in mind, let’s play with our words again and shift the focus from “billable” hours to “buildable” hours, defined as the time spent building relationships and building your ability to use AI tools in ways that are superior to your competitors.
| Traditional Client Development | AI-Enhanced Client Development |
|---|---|
| Legal expertise is the primary differentiator | Human relationships become a stronger differentiator |
| Manual client research | AI-assisted research and insights |
| Billable hours dominate priorities | Greater focus on buildable hours |
| Reactive legal advice | More proactive, data-informed guidance |
| Generic client preparation | Personalized preparation supported by AI |
The following are a few of the skills, behaviors, and practices that can set lawyers apart from the crowd in this fast-approaching future.
Human Factors That Set Lawyers Apart in the AI Era
The advent of artificial intelligence does not diminish the value of human skills in developing a client relationship. On the contrary, it increases the value of human traits that are difficult for technology to emulate, such as trust, decision-making skills, the ability to communicate, understanding of the corporate environment, and the ability to make an emotional connection. With legal knowledge becoming easier to obtain, lawyers will have to distinguish themselves not only by what they know but also by how they consult their clients and how they communicate their knowledge.
Be Seen as a Thought Leader
Whether supported by AI or not, lawyers must become extremely knowledgeable in their fields to attract clients.
However, just knowing your area is not enough — lawyers must showcase their expertise to become the person that clients are looking for. You can demonstrate your knowledge by producing videos, podcasts, articles, tips, alerts and webinars. Audition for the work by speaking at conferences, industry groups, and in-house to clients, prospects and referral sources.
You can also use your thought leadership platforms as a reason to interview prospects for your topics, which allows you to build targeted relationships with high-value people.
Thought Leadership Activities for Lawyers
Thought leadership is not confined to legal knowledge sharing. It entails consistently demonstrating expertise in a way that educates the client, creates credibility, and builds professional visibility. Creating content and participating in industry discussions help lawyers build their reputation and establish themselves as advisers before a client requires any legal assistance. Some of the things that can be done by lawyers to improve their professional visibility include:
- Writing articles for publications or preparing client alerts.
- Making speeches at conferences or other industry events.
- Conducting webinars or conducting education sessions.
- Making podcasts and videos.
- Industry discussions and interviews.
Deliver “Wow” Levels of Service
As certain legal services will be provided through AI, a differentiating factor will be the quality of the experience clients have working with the provider of that service. In short, lawyers must bring some “wow” to the game if they’re going to stand out from others.
Therefore, you have to make clients feel like they’re your most important client. Invest time to deeply understand their needs, expectations and business contexts, provide tailored advice and solutions, and be highly responsive. Do more than you’re asked, such as making introductions to people that can help them or offer training. Also, solicit and act on client feedback, which not only demonstrates your commitment to the relationship, but may also uncover new ways to provide additional services.
What Creates a “Wow” Client Experience?
Excellent customer service is not limited to providing sound legal advice. Rather, it involves knowledge of the client’s business, anticipating their needs, communication, and value creation. The table below shows how lawyers can go above and beyond to offer excellent legal services that are hard to imitate.
| Standard Legal Service | Exceptional Client Experience |
|---|---|
| Responding to legal questions | Understanding the client’s broader business goals |
| Completing requested work | Proactively identifying opportunities to help |
| Providing legal advice | Delivering tailored strategic guidance |
| Solving immediate issues | Building long-term client relationships |
| Meeting expectations | Consistently exceeding expectations |
Build Niche Advisory and Consulting Skills
Clients still like talking to real people, especially in situations where they need an astute strategist to help them navigate challenging situations. The deeper the knowledge and understanding of nuanced areas, the more valued those skills will be.
Gene Gilmore, director of professional development at Cooley LLP, observes that:
“While AI will play an important and increasing role in how lawyers serve their clients, there is no substitute for the value provided by a commercially-savvy counselor who can, for example, observe and advise a board.”
Why Specialized Advisory Skills Matter
As AI gets better at performing routine research and information analysis, the importance of specialized advisory skills only increases. Lawyers who are aware of the client’s industry, goals, and problems are well-equipped to provide advice that goes beyond legal analysis.
Specialized advisory skills enable lawyers to:
- Offer strategic advice based on knowledge of the industry.
- Have a broader understanding of the business objectives.
- Advise on matters beyond the legal aspects.
- Help make business decisions in the long run.
- Earn clients’ trust by offering commercial advice.
Invest in Building Authentic Relationships
Lawyers will need to master the basic elements of developing authentic relationships.Mike Estell, director of learning and professional development at Goodwin, remarks,
“Customers of a neighborhood barbershop can be fiercely loyal for decades, spurning the cheaper Supercuts that opens next door. Because it’s not about the haircut — it’s about the relationship. Lawyers need to appreciate that and learn to execute on the basic steps that drive the formation of authentic relationships and human connection with their clients. They can get the same haircut somewhere else, maybe cheaper. It’s not about the haircut.”
Characteristics of Strong Client Relationships
Successful relationships with clients are based on a combination of consistency, communication, and real knowledge of each client’s objectives and problems. Even though artificial intelligence could be used to lawyers’ benefit, trust is established through direct contact and commitment.
Features that are important for successful client relationships include:
- Establishing credibility through consistent behavior.
- Staying communicative and accessible.
- Having an understanding of the client’s business and its objectives and problems.
- Providing individualized advice and assistance.
- Demonstrating commitment to the client’s success.
- Developing human relationships that go beyond legal issues.
How AI Can Strengthen Client Development
AI works best where it improves rather than replaces the human aspect of client development. Because it cuts down on research time and enables lawyers to draw valuable information from the research process, AI makes it possible for lawyers to prepare better, offer customized counsel, and focus more on nurturing client relationships. These examples demonstrate how AI can assist lawyers in providing better services to their clients.
Out-Research Your Competitors
Lawyers are generally so busy with their legal work they don’t take the time needed to really learn about the clients. Therefore, before attending a meeting, invest time to deeply understand them, which demonstrates how important they are to you.
This can be done using traditional research methods, and it can also be enhanced through AI.
Labro Dimitriou, co-founder and CTO of Meta-forma labs, says:
“AI can analyze vast amounts of data from a variety of sources to offer lawyers deep insights into their clients’ businesses, industries and the latest trends. By understanding the specific challenges and opportunities their clients face, lawyers can tailor their advice more effectively, providing a more personalized and valuable service.”
Ways AI Can Improve Client Research
Gathering information from different sources for client meetings has been necessary since time immemorial. However, while AI is not there to make decisions for lawyers, its adoption can go a long way in enhancing the effectiveness and efficiency of the process.
| Traditional Research | AI-Enhanced Research |
|---|---|
| Company websites | Multi-source business analysis |
| Industry news | Trend identification |
| Manual competitive research | Automated market insights |
| Basic client preparation | Personalized meeting preparation |
Become a Better Counselor and Adviser
Clients come to you because you’re an expert. They expect advice beyond just the letters of the law. They want you to see around corners and become a strategic partner to help them achieve their overall goals.
AI can help here as well, as explained by Jeffrey Grossman, co-founder and CEO of Meta-forma labs:
“The use of predictive analytics in AI can help lawyers anticipate future industry trends and legal challenges that their clients may encounter. This foresight enables lawyers to offer proactive advice, helping clients to navigate potential issues before they arise and ensuring they are always a step ahead in their planning and strategy.”
How AI Supports Better Strategic Advice
Providing strategic legal advice relies on experience, judgment, and deep knowledge of what a client is striving to achieve. Although these qualities are still exclusively human, AI can provide important suggestions that can assist lawyers in making better-informed choices. AI can assist lawyers in enhancing their advisory function through:
- Industry research.
- Trend analysis.
- Risk assessment.
- Strategic planning.
- Data-driven recommendations.
The Future of Client Development Is Human and AI
As it’s always been with other industries, the introduction of AI technology will require lawyers to shift how they engage with their profession.
As AI reshapes the legal landscape, the value proposition of lawyers will increasingly depend on their ability to forge deep, meaningful relationships with clients. To stay ahead of your peers, you’ll need to know the law, make yourself known to the right people, develop a strong business development strategy, become a valued counselor, provide outstanding personal service, and harness AI to offer data-driven insights. The lawyer of the future will provide the right blend of high-touch and high-tech that clients will demand.
FAQ About AI and Client Development
How can law firms introduce AI into client development without disrupting existing relationships?
The answer is simple: you have to approach client development through proper preparation, meeting preparation, and administration, with a touch of humanity when dealing with clients. That is where the work of David Freeman Consulting comes in.
What business development skills will become more valuable as AI adoption grows?
Relationship building, communication, commercial awareness, strategic thinking, and emotional intelligence will become even more valuable because they complement AI rather than compete with it.
Can small and mid-sized law firms benefit from AI as much as large firms?
Yes. AI is a tool that will enable small law firms to compete, become efficient, and take advantage of opportunities without having to hire many people.
How should lawyers measure the success of AI in client development?
Success in AI application will be measured by improved client relationships, better meeting outcomes, more referrals, client retention, and time spent on business development activities.
Why is ongoing AI training important for lawyers?
AI technology advances rapidly, making it vital to learn continuously. With David Freeman Consulting, lawyers can develop AI skills and business development expertise that provide competitive advantages.
How can law firms create a culture that supports both AI adoption and relationship building?
Ensure lawyers leverage AI to become more efficient while still focusing on collaboration, client service, knowledge sharing, and relationship development.
