You have probably noticed the dialog windows that pop up on many websites that greet new visitors. But what exactly are these ‘virtual receptionists,’ and are they valuable for law firms?
These tools are chatbots and can either be driven by AI or a live person. For busy law firms, chatbots can provide various services that drive conversions, such as answering immediate questions for potential clients and scheduling consultations. AI-driven tools can also offer a variety of internal services to help lawyers boost productivity through enhanced discovery and research tools and even gain assistance with writing briefs or scrutinizing contracts.
Law firms should weigh the pros and cons of AI chatbots and human live chat to determine which best suits their needs. This post will help you make a better-informed decision.
Types of chat functionalities
There are two types of chats: human live chat and automated chatbots. Live chat services are the modern-day equivalent of an answering service, often providing round-the-clock agents to address prospective client questions and needs.
There are two varieties of chatbots: “smart” ones enabled with machine learning, generative AI (GenAI), and natural language processing (NLP) controls, and ones that only respond to a specific set of prompts.
Many websites use a “dumb” chatbot that can route customers to a live customer support agent, and some live chat tools might utilize specific AI-enabled features.
Chatbot use cases for law firms
External (client-facing)
These are the uses that clients interact with directly:
- Around-the-clock client support: Clients increasingly expect answers to their legal questions. A 2020 survey found that 79% of legal clients said responsiveness was critical in choosing a firm. It is easy to imagine that percentage has only grown in recent years. Chatbots make it easy for customers to connect with a firm at any time of day and automate follow-up.
- Lead generation and qualification: Qualification works both ways. Clients need to know if the law firm can address their concerns, and lawyers need to assess if the client is a good fit for their service. Specialized, on-page chatbots allow clients to learn more about their specific problems, and the firm can learn more about their needs.
- Booking and intake: Once qualified, a client can book a consultation directly from the chatbot and set automated reminders for both the client and the lawyer.
- Multi-lingual support: AI-powered chatbots are increasingly capable of interacting in multiple languages.
Internal
In addition to marketing support, generative AI chatbot tools provide revolutionary services for enhancing lawyer productivity and operations internally:
- Law document review: AI can quickly summarize a contract's or legal document's main points.
- Research: AI can cite similar cases and provide precedence.
- Discovery: Generative AI has made technology-assisted review (TAR) more accessible for lawyers. It swiftly analyzes hundreds of pages for relevant evidence far faster than a human can.
- Writing assistance: Gen AI can help lawyers craft compelling, grammatically correct emails, briefs, and contracts.
Generative AI chatbots can be a game-changer for law firms, helping them save many hours per year. However, there are some important things to remember before investing heavily in AI.
Caveats of generative AI chatbots for law firms
Overall, precautions should be taken when using any AI. It should not give legal advice for external uses and must stick to generic answers. In internal uses, there are several other considerations:
- Confidentiality for the client must always be preserved.
- Security measures need to be in place to ensure sensitive client information.
- Inaccuracies must be accounted for, as AI has an unfortunate tendency to make up case law (known as “hallucinations”).
- Human oversight must be in place to confirm AI results are accurate, and systems need to be tested regularly.
- Transparency is required; inform clients where and when your firm utilizes generative AI chatbots.
- Check local jurisdiction for regulations on AI usage.
There have been several high-profile cases of lawyers being reprimanded for relying on generative AI research that turned out to be hallucinations. Do not damage your firm’s reputation by failing due diligence regarding AI.
Learn more: Responsibly Adopting AI in Law Firms
Deciding between an AI chatbot or live chat service
This choice may require determining which features your firm needs most and planning for more in-depth implementations in the future.
Chatbot
When implementing a “smart” chatbot for your law firm, there are several models to choose from:
- Generalized service: Services ChatGPT or Gemini can provide many services discussed in this post (ChatGPT likes to boast about passing the bar). However, privacy may be a concern, as these providers are public, and any information input needs to be anonymized to protect client data.
- Specialized service: Specialty legal AI services are increasing, with enhanced security and privacy settings.
- Build your own chatbot: If your firm has intensive security needs (like national security concerns), you may need to create a custom tool. Enlisting a technical firm can help in this endeavor.
But what about the human options?
Live chat services are explicitly geared toward customer service and marketing. They ideally provide 24x7 customer support and support in multiple languages. However, they can be comparable to, and even more expensive than, AI chatbot options.
Making chat and chatbot functions work for your law firm
Choosing between AI chatbots and live chat services requires carefully assessing a firm's specific needs to maximize effectiveness and uphold its reputation. Chatbots are becoming essential tools for law firms, offering both client-facing and internal functionalities that enhance service delivery and operational efficiency. They provide 24x7 client support, lead generation, and appointment scheduling while assisting lawyers with document review, research, and writing tasks.
However, firms must carefully weigh the benefits of AI-driven chatbots against potential drawbacks, such as inaccuracies and confidentiality concerns. Ensuring human oversight, maintaining security, and adhering to local regulations are critical for responsible implementation.
Protexure provides various insurance solutions to help attorneys manage risk, such as professional liability and cyber risk management. We focus on delivering insurance and guidance tailored for small and solo law firms.
Contact one of our specialists to learn more about how chatbots can impact your law firm.
Disclaimer: This article is not meant to serve as legal advice. Always consult a certified attorney for advice pertinent to your specific situation.
