2023 saw the popularity of AI tools rise to a previously unseen precedent. From ChatGPT to Midjourney to GrammarlyGo, artificial intelligence programs are starting to be regularly used and employed by businesses worldwide. The legal industry is no exception–law firms and marketing companies already utilize AI to create content or better automate processes.

But like with any tool or newly emerged product, there is still uncertainty surrounding it and whether embracing the technology is a worthwhile investment. This is why anyone considering the use of AI needs to understand both the benefits and drawbacks surrounding it. AI is still in its infancy, so there is still a lot to learn and understand for most people who could gain from implementing it into their business.

Research & Analysis

AI-powered tools can efficiently search through vast databases of legal cases, statutes, regulations, and academic articles to provide data-driven insights on legal trends, market conditions, and competitor analysis. This can be applied to generate drafts of legal briefs by analyzing similar cases, enabling lawyers to build stronger arguments and make more informed decisions.

However, an AI’s database can be limited and should always be double-checked. In one case, two lawyers submitted legal research for an aviation injury claim created with ChatGPT. They were fined $5,000 after it was discovered the AI created and cited fictitious lawsuits. Always check a program’s cited sources, no matter how credible they may appear at first.

Increased Productivity

With new tools come new automations for repetitive and time-consuming tasks. Data entry, document processing, and customer support programs such as UiPath can streamline these process into more efficient, less arduous workflows. This allows employees to focus on high-value activities, team collaboration, and project management, ultimately fostering greater productivity for law firms and their employees.

With this benefit comes the risk these tools will pick up on inherent biases or patterns, as noted by Forbes. This effect depends on what the AI was trained with and if these previous preferences were considered regarding the output. Routinely checking and monitoring for fairness and inclusivity can curb this behavior and keep productivity high even if this is a  constant process.

Predictive Analytics

AI-based algorithms such as Plat.AI can look at historical legal data to predict possible case outcomes, judge behavior, and potential settlement amounts. This provides a huge advantage for lawyers looking to get a leg-up in both the court and the ground zero of new litigation. The benefits of such technology can help lawyers assess the viability of a case, devise appropriate strategies, and advise clients on the best course of action.

Such predictions require quite a lot of data to function effectively, however. If insecure, these data storages may become the target of hackers and outside influencers. Mishandling such data can have severe consequences for individuals and companies. It is paramount that you know the risks about the privacy of sensitive information and the needed security measure to keep it safe.

Broader Audience

Implementing AI services into your law firm carries with it a bevy of benefits, chief among them is the ability to broaden your audience by increasing accessibility to your work. Beyond the already specified topics, these tools can help navigate complex regulations, facilitate online mediation platforms, and power platforms to educate claimants on the legal process. All of these and more are essential assets to empower more people to seek legal service and employ your law firm.

Unfortunately, with these assets comes the possibility of exploitation. Like any workplace innovation, there will be bad actors who could generate false legal claims through AI and flood court systems. The result would be more profitable outcomes while operating in a gray area where laws would need to be updated to accommodate these new developments. While this may lead to some short-term wins, the long-term consequences would be damage to a firm’s reputation, credibility, and success.

The Human Element

While AI can create new job opportunities, there’s no guarantee the job market will adapt to accommodate this new technology fast enough. Besides the economic and societal challenges, introducing AI to the workplace can create anxiety and stress among employees if unprepared. Just as transitioning to more streamlined automations can be beneficial, it can be equally disastrous through fears of job insecurity, skill obsolescence, and ethical concerns.

That is why it is so important to remember the human element and not over-rely on artificial intelligence. At the end of the day, AI programs are tools that can be used in a variety of ways by anyone willing to learn them. They cannot replace someone wholesale who needs to weigh in on decisions big and small and attorneys are no different. AI will continue to develop and grow, but it is up to the users what role it will play in their workplace and how they deal with the equal pros and cons.

How Broughton Partners Can Help

An advantage of AI tools comes with legal marketing initiatives, actions that can be readily molded to serve a firm’s need to get claimants for specific litigations. This technology-first approach is what makes Broughton Partners and the people behind it the leading experts in the legal marketing industry. With a 24/7 in-house call center and utilizing the latest advancements in technology, we deliver pre-qualified claimants to partnered firms, ensuring more claimants get the justice they deserve while litigators perform their duties with less stress. 

If you want to know more, call us at (800) 949-8904 or complete our online contact form today.


Bastian, Rebekah. “Ai Brings Opportunities and Risks to Workplace Dei Efforts.” Forbes, May 8, 2023. https://www.forbes.com/sites/rebekahbastian/2023/05/08/ai-brings-opportunities-and-risks-to-workplace-dei-efforts/?sh=3fddbb4b2a77

Neumeister, Larry. “Lawyers Submitted Bogus Case Law Created by CHATGPT. A Judge Fined Them $5,000.” AP News, June 22, 2023. https://apnews.com/article/artificial-intelligence-chatgpt-fake-case-lawyers-d6ae9fa79d0542db9e1455397aef381c