How law firms are using AI to enhance client services
How can AI help law firms strengthen their client relationships? Aimee Seaton, customer success manager at Access Legal, shares her insights on the real-world impact of AI on client communications, automation and service delivery
The legal profession, traditionally slow to embrace change, is undergoing a rapid transformation with the help of AI. By leveraging AI, law firms can open new avenues for growth, efficiency and enhanced client service.
In this interview, Aimee Seaton, customer success manager at Access Legal, shares her insights on the real-world impact of AI on client communications, automation and service delivery within law firms.
How is AI currently being used to streamline client communication and service delivery?
“There’s a growing demand for ‘always-on’ service, and many law firms are meeting this need with AI-powered chatbots. These bots provide instant responses to common inquiries, operating 24/7 to ensure clients can access the information they need whenever they want,” Aimee Seaton.
“AI also improves transparency by allowing clients to track their cases in real-time. This reassures clients that their case is progressing as expected, and they can access support and FAQs at critical milestones. With these systems in place, clients feel more informed and heard, which reduces the burden on fee-earning staff handling routine inquiries and lets them focus on billable tasks.”
How do you see AI changing the way law firms interact with clients?
“A significant shift is the automation of repetitive tasks, which frees up fee earners to focus on their core responsibilities — like building client relationships, providing legal expertise and driving new business,” Seaton says. “AI is a tool to complement, not replace, a lawyer’s expertise. By shifting routine tasks to AI, firms can deliver more affordable services without compromising on quality.”
She also highlights the potential cost savings that AI brings, which can help firms adopt more competitive pricing models. “AI enhances the efficiency of legal services, enabling firms to offer personalised, high-quality service without adding extra costs.”
What do you think the future holds for AI in the legal sector, particularly in client services?
“AI is opening up data insights that were previously unavailable, which helps firms make better, data-driven decisions to optimise service delivery,” Seaton says.
“For example, AI’s sentiment analysis can detect early signs of client dissatisfaction, allowing firms to intervene quickly and prevent potential issues. AI also enables law firms to scale communication effectively. Instead of sending generic updates, AI can tailor communication to provide clients with relevant, personalised information, which helps enhance satisfaction and fosters long-term business relationships.”
How do you see AI evolving in this space, and what developments excite you the most?
“Predictive analysis is an exciting area because it allows firms to forecast case outcomes and assess risks upfront,” Seaton explains. “This gives clients valuable insights before they even commit to a case, which in turn helps them make more informed decisions. AI tools can provide clients with a clearer understanding of potential results, which leads to better decision-making and greater client confidence.”
Aimee is also enthusiastic about the potential of natural language processing (NLP) in transforming legal services. “NLP is an exciting development because it improves the interpretation of complex legal documents. By making legal language more accessible, NLP can also analyse the tone of client communications, enabling law firms to respond more appropriately and ensure clients feel understood. The result is better communication, transparency, and overall client satisfaction.”
Have you noticed any trends in client feedback since firms started using AI?
“Clients are generally excited about the possibilities AI brings to streamline processes. However, there’s still some caution when it comes to privacy and accuracy,” Seaton says. “As AI becomes more common, it’s crucial for law firms to ensure they have the right policies in place to protect client data and maintain privacy standards.”
She emphasises that AI is most effective when it complements human expertise. “The best results occur when AI tools empower professionals to focus on higher-value work, such as providing strategic legal advice. Gaining team buy-in is essential for success. Firms that are transparent about AI’s capabilities and limitations will build trust with their clients.”
Challenges and considerations
Despite its benefits, AI presents challenges, especially regarding data privacy in the legal sector, where sensitive information is involved. Law firms must manage AI systems carefully to avoid biases, ensure compliance with ethical standards, and maintain client trust. Strong policies are needed to mitigate these risks. Additionally, AI should complement human judgment, not replace it. Lawyers should remain actively involved in decision-making, using AI to enhance their expertise.
The future of AI in legal services
AI’s potential in law is vast, and while its integration is still in the early stages, firms that adopt AI will gain a competitive edge. By enhancing efficiency, transparency, and client personalisation, AI will help firms strengthen relationships, improve operations, and thrive in a digital landscape.
