AI in Law Firm Communications: Where are we now?

Law firms are accelerating the adoption of artificial intelligence (AI) in their communications strategies, yet concerns over authenticity and reputational risk continue to temper full-scale integration. According to new insights from Infinite, firms are using AI for drafting, media monitoring, and scenario planning – while maintaining human oversight to safeguard leadership voices and editorial integrity. We convened senior communications leads from major UK and US law firms for a closed-door roundtable on a timely question: AI in law firm communications - where are we now? The AI in Law Firm Communications Report captures findings from the roundtable alongside a survey conducted by the same group of comms leaders. It highlights that firms are investing heavily in governance frameworks and training programs to ensure responsible use of AI and uphold the standards that define their reputation. But despite these challenges, most expect AI to become fully embedded in communications workflows within the next 12 months, reshaping content creation and reputational management. Key findings:

Efficiency Gains: AI is reducing time spent on routine communications tasks, freeing teams to focus on strategic, high-value work.
Human Oversight: Preserving the distinct voices of partners and leadership remains critical to maintaining trust and authenticity.
Crisis Preparedness: AI supports scenario modeling and rapid drafting for crisis planning, but editorial checks are essential to prevent misinformation.
Governance and Training: Ethical use and editorial standards depend on robust governance and continuous training.
Full Integration Ahead: Most firms anticipate complete AI integration within 12 months, contingent on careful, responsible implementation.

Ryan McSharry, UK Head of Professional Services at Infinite, comments: "AI is expanding what’s possible in strategic communications, but law firms must protect the qualities that define their reputation: clarity, trust, and authenticity. “Technology provides speed, efficiency, and insight, but it does not replace human judgement or the credibility of leadership voices. If communications fail to reflect the firm’s standards and values, the risk to reputation can be significant. “The firms that benefit most will be those that combine innovation with rigorous oversight, clear policies, and a deep understanding of their audiences." Jesse Dungan, Executive Vice President at Infinite, adds: “Firms are finding immense value in the use of AI for low-risk tasks, such as generating or refining formulaic content, assessing the competitive landscape to uncover thought leadership opportunities, and even preparing for conversations with external stakeholders, including journalists. “As AI becomes incorporated into the fabric of law firm communications departments, it is critical these organizations have systems in place driven by human oversight and critical thinking to maximize efficiency while eliminating AI-related risk. “This applies across every level of a law firm – from preserving the authenticity and authority of the voice of leaders, to ensuring junior talent doesn’t lose the opportunity to develop foundational communication skills that will allow them to grow as professionals and to use this technology responsibly.”