I've watched technology transform the legal industry three times now. AI feels different – and if I'm honest, somewhat scary.
The first wave hit in 1994. Fresh out of law school and hunting for a job, I stumbled upon a book called "How to Make Money on the Internet." Armed with barely-understood knowledge, I walked into a boutique Wall Street firm practicing international trade law and somehow convinced them to hire me.
I still remember building one of the first law firm websites, watching partners' skeptical faces as I explained how this "internet thing" would change client acquisition forever. Inside, I was terrified they'd discover I was figuring it out as I went along.
Then came 2003 with social media. Before LinkedIn became mainstream, I helped organize one of the first-ever conferences on social media at Morrison & Foerster in New York. Reid Hoffman was there, still explaining what LinkedIn was to a roomful of skeptical attorneys.
Most law firms dismissed social media as "unprofessional" – until they didn't. Those same firms now have dedicated social media teams. This insight eventually led me to found Good2bSocial in 2012, guiding firms from reluctance to embrace.
But this AI revolution? It's moving faster than anything I've seen before. The learning curve feels steeper. The stakes feel higher. And the confusion is absolutely overwhelming.
Let's be honest about what's happening in law firms right now:
- Some partners are dismissing AI entirely: "Just another tech fad that doesn't understand legal practice." I get it. I've seen countless vendors promise transformation and deliver disappointment.
- Others are panic-purchasing every AI tool available, terrified of being left behind. I understand this too – that sinking feeling that everyone else has figured something out while you're still catching up.
- Many associates are quietly using AI tools without telling partners, uncertain if they're breaking unwritten rules. They're caught between efficiency and fear of being seen as "cheating."
- Marketing and BD professionals are drowning in AI pitches promising magical client acquisition solutions that are supposedly "the only AI tool you'll need."
I feel all of this too.
Over the last six months, I've immersed myself in AI – testing tools, completing MIT's AI strategy course, consuming dozens of podcasts and newsletters. Some days I feel like I'm drinking from a firehose. Other days, I find myself staring at my screen thinking, "Am I the only one who doesn't fully get this yet?"
The honest truth? No one fully "gets it" yet. Not the vendors. Not the consultants. Not even the developers building these tools.
What I have gained is perspective.
While many firms rush to implement AI for substantive legal work (with mixed results), I'm seeing a massive blindspot: using AI to enhance business operations – marketing, business development, cross-selling, and client management.
This is where the immediate, practical value lies for most firms. Not replacing attorneys, but freeing them to do what truly matters – applying judgment, building relationships, and delivering wisdom that no algorithm can replicate.
The firms that thrive won't be those with the biggest AI budgets or the most cutting-edge tools. They'll be the ones who approach AI with both curiosity and skepticism, who test thoughtfully, who prioritize governance, and who never lose sight of why clients hire lawyers in the first place – for human judgment and empathy.
This is why I've decided to dedicate this next chapter of my career to helping law firms navigate AI adoption without the hype or fear. Not as someone with all the answers, but as a fellow traveler who's a few steps ahead on the path.
Because beneath all the noise and confusion, there's something real and valuable here – if we can find it together.
How is your firm approaching AI adoption? Are you feeling confident, confused, or somewhere in between? I'd love to hear your candid thoughts.