Are law firms using AI for business development?
Last week alone, I counted four separate times that someone asked me some version of that same question, and I am sure other marketers are hearing it as well.
It’s clearly top of mind.
And the answer is yes—but the real opportunity goes a step further.
The firms that are seeing the most impact are not just identifying ways AI can help with BD.
They are focusing on how to help their lawyers use it effectively, consistently, and in ways that strengthen relationships.
Where I have seen AI help, it can support business development in very practical ways:
– Preparing for client meetings with sharper industry insight
– Drafting tailored outreach and follow-ups
– Identifying connections across a firm’s network
– Helping lawyers stay consistent in their outreach
In short, it reinforces what already works: being prepared, relevant, and proactive.
Where the opportunity lies: What I’m seeing across firms is not a lack of interest. It’s the need for practical guidance.
Lawyers are busy. And like any new tool, AI is most effective when it’s:
– Easy to apply to real client situations
– Tailored to specific practices and industries
– Reinforced over time, not introduced once
This is very similar to what we saw with CRM systems. The value is clear, but it becomes most powerful when it is integrated into how people actually work.
This is where marketing and business development teams can have real impact.
Both by using the tools themselves, but also by helping lawyers:
– Prepare more effectively for meetings
– Approach outreach with greater insight
– Use simple, repeatable prompts tied to real scenarios
– Conceptualize new ways to help clients
AI can become less about technology—and more about supporting stronger, more consistent client relationships.
A simple takeaway: As firms think about AI and business development, one question matters most. Are we helping our lawyers use these tools in ways that deepen relationships and assist clients?
Because I believe that’s where the real value is.
I’d be interested to learn what others are seeing—where is AI gaining traction in BD, and where is it still evolving?
