AI MARKETING FOR LAWYERS
How to Attract More Clients, Build Authority and Grow Your Law Firm With AI
When Someone Asks AI to Recommend a Lawyer, Will It Recommend You?
TUESDAY 29 SEPTEMBER 2026
Morning or Afternoon | In Person or Live via Zoom
Secure Your Place
- Event Date: 29 September, London (In person and via Zoom)
- Venu: London Chamber of Commerce and Industry, 33 Queen St, London EC4R 1AP
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Morning Masterclass
10:00am to 12:00pm
Registration and networking - 9:30am
- 19 Tickets Left
Unlimited Virtual
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Afternoon Masterclass
2:00pm to 4:00pm
Registration and networking - 1:30pm
- 19 Tickets Left
Unlimited Virtual
The First Book Dedicated to the UK Legal Profession on AI Marketing.
AI ISN'T JUST CHANGING HOW LAW FIRMS WORK. IT'S CHANGING YOUR CLIENTS TOO.
A prospective client may research their problem with AI before contacting you.
They may arrive with AI-generated information, questions, assumptions or documents.
They may even continue using AI while they’re working with your firm.
At the same time, your own firm can use AI to improve visibility, authority, content, client communication, productivity and business development.
So there are now two sides to the AI conversation:
How can your firm use AI to attract, engage and serve clients more effectively?
And how should you respond when your clients are already using AI themselves?
That’s where AI Marketing for Lawyers comes in.
The book gives you the practical strategies.
The companion video learning shows you how to put them into practice.
And the founding Masterclass brings those ideas to life, helping you identify where AI can create practical commercial opportunities for your firm.
IS THIS FOR YOU?
This isn’t about teaching you how to be a better lawyer.
And it isn’t generic AI training with the word “lawyers” added to the title.
It’s about the commercial side of your firm:
How you’re found.
How you build authority.
How you communicate your expertise.
How you turn visibility into enquiries.
And how you turn more of the right enquiries into instructions.
All while understanding where AI can help and where human expertise and professional judgement remain essential.
Three options to order
ALL OF THEM INCLUDE THE BOOK AND THE COMPLIMENTARY £300 VIDEO COURSE
STARTER
Learn at your own pace.
Get AI Marketing for Lawyers, your choice of physical or digital edition, plus companion video learning that shows you how to put the strategies into practice.
Perfect if you want the learning without attending the live Masterclass.
MASTERCLASS
Bring the book to life.
Get everything in Starter, plus your place at the founding Masterclass on Tuesday 29 September 2026
, in person or via Zoom, live Q&A and 3 additional virtual seats for your team.
PREMIUM MASTERCLASS
Make it personal to your firm.
Get everything in Masterclass, plus 5 additional virtual seats, your filmed firm introduction and showcase, a Personal AI Growth Review, tailored recommendations and private consultation with Des.
Three options to order
ALL OF THEM INCLUDE THE BOOK AND THE COMPLIMENTARY £300 VIDEO COURSE
STARTER
Learn at your own pace.
Get AI Marketing for Lawyers, your choice of physical or digital edition, plus companion video learning that shows you how to put the strategies into practice.
Perfect if you want the learning without attending the live Masterclass.
MASTERCLASS
Bring the book to life.
Get everything in Starter, plus your place at the founding Masterclass on Tuesday 29 September 2026
, in person or via Zoom, live Q&A and 3 additional virtual seats for your team.
PREMIUM MASTERCLASS
Make it personal to your firm.
Get everything in Masterclass, plus 5 additional virtual seats, your filmed firm introduction and showcase, a Personal AI Growth Review, tailored recommendations and private consultation with Des.
THE AI MARKETING FOR LAWYERS LEARNING EXPERIENCE
Book |Companion Video Learning | Practical Implementation | Founding Masterclass
-
Morning Session
19 Tickets Left
-
Afternoon Session
19 Tickets Left
SECURE YOUR PLACE
- Event Date: Tuesday 29 September 2026, London (In person and via Zoom)
- Venue: London Chamber of Commerce and Industry, 33 Queen St, London EC4R 1AP
YOU DON'T NEED TO BECOME A CONTENT CREATOR TO BECOME MORE VISIBLE.
This isn’t about teaching you how to be a better lawyer.
It’s about using AI to help market your expertise, strengthen your firm’s visibility and turn more of the right attention into enquiries and instructions.
And that doesn’t mean spending every week filming social media videos.
TURN ONE PIECE OF EXPERTISE INTO MANY
One useful idea doesn’t have to become one LinkedIn post and disappear.
AI can help you turn your knowledge into articles, LinkedIn content, emails, FAQs, video scripts, client education and other useful content, without starting from a blank page every time.
The expertise remains yours.
AI helps you do more with it.
MAKE YOUR FIRM EASIER TO FIND AND UNDERSTAND
The way people search for information and research professional services is evolving.
Traditional search still matters. Referrals still matter. Reputation absolutely matters.
But AI-assisted search is adding another layer to how people research problems, explore their options and discover expertise.
That means your firm’s digital presence needs to communicate clearly:
Who you help.
What you know.
What problems you solve.
Why someone should trust you.
We’ll explore practical ways to strengthen those signals across your website, content and wider digital presence, making your expertise easier for people and AI-assisted discovery tools to find and understand.
USE VIDEO WITHOUT LIVING IN FRONT OF A CAMERA
Video can be powerful. But you don’t have to become a full-time presenter to use it.
We’ll explore how AI, avatars and intelligent content repurposing can help you create professional video content more efficiently.
Create once. Repurpose intelligently. Build a library of expertise that keeps working.
GET FOUND. THEN DON’T LOSE THE ENQUIRY.
Getting attention is only half the job.
Someone discovers your firm.
What happens next?
Do they understand what you do?
Can they find the information they need?
Is their enquiry captured?
Does somebody follow up?
Research continues to expose significant gaps in how law firms respond to prospective clients. Technology alone isn’t the answer, but the right combination of AI, automation and effective processes can help create a stronger journey from first contact onwards.
We’ll look at practical ways to improve the journey from:
VISIBILITY → ENQUIRY → FOLLOW-UP → INSTRUCTION
Because being found isn’t the commercial result.
Being instructed is.
AND THEN THERE’S THE CLIENT USING AI…
This is where the conversation gets even more interesting.
Your prospective or existing clients may already be using AI to research their situation, generate questions, interpret information or prepare documents.
So firms increasingly need to think about both sides of the AI conversation:
How do we use AI effectively ourselves?
And:
How do we respond when our clients are already using it?
We’ll explore both.
Somewhere right now, a prospective client is typing a question into ChatGPT about a firm exactly like yours. It’s about to answer with a name.
Now picture six months from now. Your face is already teaching prospective clients before they’ve even called. Every enquiry gets captured and followed up automatically, not chased down on a sticky note.
Your firm is the one AI actually names, because it’s the one with content built to be found.
Here’s exactly how that happens:
- Social media that doesn’t need you on camera. Most legal professionals simply aren’t showing up on video anywhere, which means the ones who do stand out by default.
- You never have to film again. Once built properly, it keeps working without you booking studio time or rehearsing lines.
- Visibility where your competitors already are. Long-form video is one of the heaviest sources AI platforms pull from when answering questions, not the short clips, the real ones. If you’re not there, someone else’s firm is answering on your behalf.
- Found by the AI platforms your clients are starting to use. ChatGPT, Claude, Perplexity, and others increasingly draw on exactly this kind of content when someone asks who to instruct.
- Educate before they even call, and never lose the lead afterward. The right video answers a prospective client’s first questions before they speak to anyone, capturing their details in the process. Feed that into a CRM, a simple system that automatically tracks every enquiry and follow-up, and it stops being a name on a sticky note.
- Most firms haven’t got the second half of that working yet, whatever their content looks like. Fewer than 40% of lawyers use a CRM at all, and of the firms that do, only around one in five say it’s actually effective for marketing. Visibility gets you found. This is what stops you losing them once you have been.
9 REASONS TO JOIN THE FOUNDING MASTERCLASS
1. SEE WHAT AI CAN ACTUALLY DO FOR THE COMMERCIAL SIDE OF YOUR FIRM
This isn’t another introduction to ChatGPT.
You’ll see practical applications of AI across
visibility, authority, content, client engagement, enquiries and business development,
specifically through the lens of the legal profession.
The question isn’t simply whether your firm should use AI.
It’s where AI can actually make a commercial difference.
2. WATCH IT HAPPEN LIVE
No endless slides explaining what AI might be able to do.
You’ll see practical demonstrations live, ask questions and explore where these tools could fit within your own firm.
You’ll also see where
human expertise and professional judgement still matter.
3. UNDERSTAND HOW AI IS CHANGING THE WAY CLIENTS SEARCH AND RESEARCH
Your prospective clients don’t necessarily begin their journey by calling a solicitor.
Some may already be using AI to research legal questions and understand their options before deciding what to do next.
We’ll explore what that means for your firm’s
visibility, authority and digital presence,
and how to make your expertise easier for people and AI-assisted discovery tools to find and understand.
4. CREATE MORE CONTENT WITHOUT BECOMING A FULL-TIME CONTENT CREATOR
You already have the expertise.
AI can help you do more with it.
See how one useful idea can become
LinkedIn content, articles, FAQs, emails, video scripts, client education and other useful assets,
without starting from a blank page every time.
Your expertise stays yours. AI helps you multiply it.
5. USE VIDEO WITHOUT LIVING IN FRONT OF A CAMERA
Video can build trust and authority, but that doesn’t mean every partner needs to become a content creator.
You’ll see how
AI, avatars and intelligent repurposing
can help turn your knowledge into professional video content more efficiently.
Create once. Repurpose intelligently. Build a library of expertise that keeps working.
6. GET FOUND. THEN DON’T LOSE THE ENQUIRY.
Visibility is only valuable if something happens afterwards.
Someone discovers your firm.
What happens next?
We’ll explore how AI, automation and better processes can support the journey from:
VISIBILITY → ENQUIRY → FOLLOW-UP → INSTRUCTION
Because getting someone’s attention isn’t the commercial result.
Being instructed is.
7. UNDERSTAND WHAT HAPPENS WHEN YOUR CLIENT IS USING AI TOO
This is one of the conversations law firms increasingly need to be having.
A prospective or existing client may arrive having already used AI to
research their situation, generate questions, interpret information or prepare documents.
So we’ll explore both sides:
How should your firm use AI effectively?
And:
How should you respond when your clients are already using it?
8. BRING YOUR TEAM INTO THE CONVERSATION
AI implementation becomes much easier when the learning doesn’t stop with one person.
That’s why Masterclass packages include additional virtual places for colleagues from your firm.
And if you choose the optional
Implementation Pack,
you’ll also receive lifetime access to the professionally recorded Masterclass plus practical implementation resources.
So the learning doesn’t disappear when the session ends.
9. LEAVE KNOWING WHAT TO DO NEXT
You don’t need another list of 100 AI tools.
You need to know:
What matters.
What doesn’t.
Where to start.
What could make a practical difference.
And what your firm should do next.
That’s the purpose of the founding Masterclass.
Not simply to show you what’s possible.
TO HELP YOU DECIDE WHAT TO DO ABOUT IT.
WANT TO GO FURTHER AND MAKE IT ABOUT YOUR FIRM?
CHOOSE PREMIUM
Premium takes you beyond the general Masterclass and starts looking specifically at your firm, your challenges and your opportunities.
You’ll receive your Personal AI Growth Review, including an in-depth pre-consultation questionnaire, research and tailored recommendations based on your firm, followed by a private one-to-one consultation with Des.
You’ll also receive:
Your professionally filmed 60-second Firm Introduction
Inclusion in the post-Masterclass Firm Showcase
5 additional virtual seats for colleagues from your firm
The Masterclass shows you what’s possible.
Premium starts asking what that could mean for your firm.
WANT TO SEE AI WORKING ON YOUR OWN FIRM'S WEBSITE?
Watching AI in action is one thing.
Seeing what it could look like on your own website is another.
A limited number of Masterclass attendees will have the opportunity to trial an AI Avatar on their firm’s website for 30 days.
Built around approved information about your firm, the Avatar can help visitors navigate your services, find information, understand next steps and make an enquiry, creating another way for prospective clients to engage with your firm.
This isn’t designed to replace a solicitor or provide legal advice.
It’s designed to demonstrate what can happen when AI, your firm’s expertise and the client journey start working together.
30-DAY AI AVATAR TRIAL
Available to a limited number of qualifying firms.
Full eligibility and trial details will be explained at the Masterclass.
YOUR HOST
Ai Consultant | Speaker | Business Growth Strategist
DES O'CONNOR
Des isn’t a lawyer, and he won’t pretend to be.
His expertise is in AI, marketing, business growth and turning technology into practical commercial opportunities.
Before moving into AI consulting, training and speaking, Des built and ran a London driving school with almost 20 instructors. That experience gave him first-hand insight into the commercial challenges faced by service businesses: generating enquiries, responding quickly, building trust, standing out from competitors and turning interest into paying clients.
He went on to work in coaching, consulting, training and public speaking, helping professionals and businesses understand how AI, marketing and automation can support growth.
Today, his focus is on the practical commercial application of AI.
AI Marketing for Lawyers brings that experience specifically to the legal profession, exploring how firms can use AI to strengthen visibility, build authority, improve client engagement, create better marketing systems and turn more of the right enquiries into instructions.
But it also tackles something many AI conversations overlook:
What happens when your clients are using AI too?
Des isn’t here to teach you how to practise law.
And he isn’t here to overwhelm you with AI theory.
He’s here to show you what AI can do, where it could make a commercial difference to your firm, and how to start putting it into practice.
WANT THE FULL STORY?
THE NEW BOOK
AI MARKETING FOR LAWYERS
How to Attract More Clients, Build Authority and Grow Your Law Firm with AI
This isn’t a book you read once and leave on the shelf. It’s designed to be used.
Each chapter is supported by companion video learning, so you don’t simply read about the strategies. You can see the ideas, tools and practical applications demonstrated step by step, then decide how they could work inside your own firm.
- Make your firm's expertise easier to find and understand, as search increasingly includes AI-assisted discovery.
- Turn your knowledge into authoritative content without spending your life writing posts or sitting in front of a camera.
- Build the visibility and authority that helps prospective clients understand why they should choose you
- Improve the journey from visibility to enquiry, follow-up and instruction, so opportunities don't disappear because of slow or inconsistent processes.
- Use AI and automation more intelligently across marketing, communication and business development.
- Understand the AI-informed client, including what happens when someone arrives having already used AI to research their problem, generate questions or prepare information.
The technology will keep changing.
The commercial question won’t: how do you use it to become easier to find, easier to trust and easier to instruct?
WHO WILL BENEFIT MOST?
MANAGING PARTNERS
See where AI could create practical commercial opportunities across your firm, from visibility and client acquisition to enquiry handling, productivity and implementation.
PARTNERS & FEE EARNERS
Learn how to turn your expertise into greater visibility, authority and professional recognition, without becoming a full-time content creator.
MARKETING & BUSINESS DEVELOPMENT TEAMS
Build a more connected approach to content, AI-assisted discovery, lead generation, follow-up and conversion, rather than adding another collection of disconnected tools.
PRACTICE MANAGERS
Identify where AI, automation and better processes could improve responsiveness, enquiry handling and efficiency without simply adding more work to the team.
HR & TRAINING TEAMS
Understand how AI can support learning, communication, employer visibility and the development of AI capability across the firm, even if your team is starting from scratch.
WHY Tuesday 29 September 2026 ? WHY NOT SOMEDAY?
Because AI adoption in the legal profession is no longer theoretical.
The bigger challenge is turning experimentation into something that creates real, sustainable value for the firm.
That’s what the founding AI Marketing for Lawyers Masterclass is designed to address.
Not another list of AI tools.
Not a technical lecture.
And not generic business advice with the word lawyers added to it.
It’s a practical session built around one question:
WHERE COULD AI MAKE A MEANINGFUL COMMERCIAL DIFFERENCE TO YOUR FIRM?
You’ll see practical demonstrations, explore real applications and leave with a clearer understanding of what matters, what doesn’t and what your firm should consider doing next.
Tuesday 29 September 2026
Morning or Afternoon | In Person in London or Live via Zoom
YOUR CLIENTS MAY ALREADY BE ASKING AI. ARE YOU READY FOR WHAT THEY BRING BACK?
This is the part of the AI conversation that law firms cannot afford to overlook.
AI isn’t only changing what happens inside firms.
It’s changing what can happen before a prospective client ever contacts one.
A client may arrive having already used AI to:
- Research their legal problem
- Understand possible options
- Generate questions
- Interpret information
- Draft a letter or document
- Form an opinion about what should happen next
Sometimes that preparation may be useful.
Sometimes it may be incomplete.
Sometimes it may be confidently wrong.
Either way, the conversation has changed.
The answer isn’t to pretend clients aren’t using AI.
And it isn’t to replace professional judgement with technology.
It’s to understand how your firm responds when AI has already entered the client journey.
How do you educate that client?
How do you correct misinformation without undermining trust?
How do you demonstrate the difference between an AI-generated answer and professional judgement applied to someone’s actual circumstances?
And how can your firm use AI itself while maintaining the human expertise, judgement and trust clients are ultimately paying for?
These are commercial questions as much as technological ones.
And they’re part of the conversation we’ll have on Tuesday 29 September 2026
.
NOT A TECHNICAL AI COURSE.
A PRACTICAL BUSINESS MASTERCLASS ABOUT AI, VISIBILITY, CLIENTS AND GROWTH.
AI IS CHANGING HOW CLIENTS FIND, CHOOSE AND ENGAGE WITH LAW FIRMS
Attract More Clients. Discover how AI can support your firm’s marketing, content, online visibility and lead generation activity.
Build Greater Authority. Discover how lawyers can use AI supported content, LinkedIn, video and digital platforms to demonstrate expertise and increase visibility.
Improve Client Enquiries. See how AI assistants can help firms respond to initial enquiries, provide appropriate information and guide prospective clients towards the next step.
Work Smarter. Explore practical ways AI can support research, content creation, administration and repetitive business processes.
Know What to Watch For. Practical habits for using AI day to day, like never publishing AI generated content without a human check first, the difference between using these tools well and using them carelessly.
See AI in Action. Not simply a presentation. You will experience practical AI demonstrations of what’s already possible, and use tools yourself, so you can implement straight away.
Bring Your Laptop or Mobile Device. Some of what you’ll see, you’ll also be doing.
When was the last time you called your own firm’s number after 6pm, or even at the weekend, just to see what happens?
You’re probably not the only one who hasn’t. A 2025 study that mystery shopped 219 UK professional services firms, including 134 legal practices, found that very few delivered what researchers would call an exceptional first response. Firms handled phone enquiries far better than web enquiries, and poor follow-up alone is estimated to cost a firm handling around 100 enquiries a month well over a million pounds a year.
(insight6, Professional Services Client Journey Report 2025, via Legal Futures)
If your firm hasn’t been tested like that yet, the Masterclass will show you exactly what to check, and how to fix it.