Frequently Asked Questions
Is Des O'Connor a lawyer?
No, and Des is very clear about that.
Des is an AI consultant, author, international speaker and entrepreneur. His expertise is in AI, marketing, business growth and helping professionals understand how technology can be applied practically.
He isn’t teaching legal practice or telling solicitors how to practise law.
His focus is the commercial side of a law firm: visibility, authority, marketing, client acquisition, communication, enquiry handling, automation and business development.
Why should I listen to someone who isn't a lawyer about AI marketing?
Because the Masterclass isn’t legal training.
You already have the legal expertise.
Des brings a different perspective: how AI, marketing, technology and better systems can help that expertise become more visible, better communicated and commercially effective.
He also approaches AI with an important principle for legal professionals: technology should support human expertise and professional judgement, not pretend to replace them.
That distinction reflects the SRA’s own position that AI-assisted legal work requires appropriate human review, scrutiny and professional judgement.
Who is the Masterclass for?
It’s designed for people involved in the commercial development and future direction of a law firm, including:
Managing partners and law firm owners
Partners and fee earners
Marketing and business development professionals
Practice managers
HR, learning and training teams
You don’t need to be technical and you don’t need previous AI experience.
If you’re responsible for how your firm is found, how it communicates, how it attracts clients, how it handles opportunities or how your people use AI, there should be something relevant for you.
When is the Masterclass?
The founding AI Marketing for Lawyers Masterclass takes place on:
Tuesday 29 September 2026
Morning session: 10:00am to 12:00pm
Registration and networking from 9:30am.
Afternoon session: 2:00pm to 4:00pm
Registration and networking from 1:30pm.
Both sessions cover the same core content, so simply choose whichever works best for your diary.
Where is it held?
The in-person Masterclass takes place at the London Chamber of Commerce and Industry, 33 Queen Street, London EC4R 1AP.
If you can’t get to London, you can also attend live via Zoom.
When will I receive my book?
If you’re attending the Masterclass in person, your signed copy will be waiting for you at the venue on 29 September.
If you’ve chosen a physical copy but aren’t attending in person, your book will be posted to you with the aim of arriving by 29 September.
If you’ve chosen the digital edition, you’ll receive it by 29 September.
Do I need to be a London Chamber of Commerce member to attend the Masterclass?
No.
This is Des’s own ticketed Masterclass being hosted at the venue. You don’t need LCCI membership to attend.
Can I attend virtually?
Absolutely.
Both Masterclass options allow you to join live via Zoom, so you can take part from anywhere without travelling to London.
Do I need previous AI experience?
No.
You could be opening ChatGPT or Claude or others for the first time or already experimenting with AI inside your firm.
The Masterclass is designed to make the subject understandable and commercially relevant without assuming technical knowledge.
There is no coding.
Is this a technical AI course?
No.
You won’t spend two hours learning how AI models are built.
The focus is practical:
Where could AI make a commercial difference to your firm?
That includes areas such as visibility, content, authority, client engagement, enquiries, communication, productivity and business development.
That’s particularly relevant now. Recent UK and Ireland research found widespread AI use across the legal profession, but much lower levels of deep integration into everyday workflows.
Will you be teaching us how to use AI to practise law?
No.
This is an important distinction.
AI Marketing for Lawyers is not legal training.
The Masterclass focuses primarily on commercial applications around the firm rather than using AI to provide legal advice.
Where AI touches legal work, client information or professional responsibilities, the importance of confidentiality, supervision, accuracy and human judgement will not be ignored. Those remain important responsibilities for regulated firms.
What is the book about?
AI Marketing for Lawyers: How to Attract More Clients, Build Authority and Grow Your Law Firm with AI explores practical ways legal professionals can use AI across the commercial side of their firm.
That includes:
Visibility and authority
Content and professional positioning
AI-assisted discovery
Client enquiries and follow-up
Communication and automation
Business development
The changing behaviour of clients who are using AI themselves
The aim is practical application rather than AI theory.
Does the book come with companion video learning?
Yes. Every chapter comes with its own companion video learning.
Simply scan the QR code at the end of the chapter to access it.
Some things are much easier to understand when you can see them demonstrated, so the book gives you the thinking, context and strategies, while the companion learning helps bring those ideas to life.
You’ll also receive two separate bonuses:
✓ Bonus AI for Marketing video course
✓ Bonus: How to Set Up ChatGPT to Understand You, Give Better Answers and Take Control of Your Data
Think of the book and video learning as designed to work together rather than as separate products.
Are clients really using AI for legal problems already?
Yes. And this isn’t something we’re predicting might happen one day.
Research published by the Legal Services Board in June 2026 confirms that people are already using AI tools for help with legal problems, including housing disputes, employment issues, debt and family matters.
For some consumers, general AI tools are already becoming an early place to turn when they have a legal problem. They may use AI to understand their situation, explore what to do next, draft a letter, prepare questions or make sense of a document before they ever speak to a legal professional.
Sometimes that may help them arrive better informed.
Sometimes the information may be incomplete, misleading or simply wrong.
Either way, it changes the conversation your firm may be having with that client.
That’s why AI Marketing for Lawyers looks at AI from both directions:
How can your firm use AI effectively?
And:
What happens when your client has already used AI before they speak to you?
What's the difference between Starter, Masterclass and Premium?
We’ve deliberately kept the three options simple.
STARTER | LEARN
Choose Starter if you want to work through AI Marketing for Lawyers at your own pace, with the book and companion video learning, without attending the live Masterclass.
MASTERCLASS | EXPERIENCE
Choose Masterclass if you want everything in Starter, plus the founding AI Marketing for Lawyers Masterclass, with live demonstrations, Q&A and additional virtual places for colleagues from your firm.
PREMIUM | PERSONALISE
Choose Premium if you want to go beyond the general learning and start looking specifically at your firm, your challenges and your opportunities.
Premium includes everything in Masterclass, plus additional team access, your professionally filmed 60-second Firm Introduction, the post-Masterclass Firm Showcase, your Personal AI Growth Review, tailored recommendations and a private one-to-one consultation with Des.
Not sure which is right for you? Compare all three options and see exactly what’s included.
I'm not sure which ticket to choose. Can you help me decide?
Absolutely. Every option includes your copy of AI Marketing for Lawyers and the companion video learning, so you’re not choosing whether you get the book. You’re choosing how far you want to take the experience.
Choose STARTER if you want the book and prefer to learn at your own pace.
You’ll receive AI Marketing for Lawyers and the companion video learning, without attending the live Masterclass.
Choose MASTERCLASS if you want the book and want to experience the learning live.
You’ll get everything in Starter, plus your place at the 29 September Masterclass, live demonstrations, Q&A and additional virtual places for colleagues from your firm.
Choose PREMIUM if you want the book, the live experience and personalised support for your firm.
You’ll get everything in Masterclass, plus additional team access, your professionally filmed 60-second Firm Introduction, the Personal AI Growth Review, tailored recommendations and a private one-to-one consultation with Des.
Still unsure? Think of it this way:
I want the book and to learn at my own pace → STARTER
I want the book and the live Masterclass experience → MASTERCLASS
I want the book, the Masterclass and personalised support for my firm → PREMIUM
See the full comparison and exactly what’s included:
Can members of my team attend?
Yes.
The Masterclass package includes 3 additional virtual places for colleagues from your firm.
Premium includes 5 additional virtual places.
This means colleagues can benefit from the learning even if they aren’t joining you in the room.
How many people will be there in person?
In-person attendance is limited to 20 places per session.
You can choose between:
Morning Session: 10:00am to 12:00pm
Afternoon Session: 2:00pm to 4:00pm
Both sessions cover the same core Masterclass content.
Keeping each session to just 20 in-person attendees is deliberate. It creates more opportunity for questions, discussion, networking and meaningful interaction with Des and the other legal professionals in the room, rather than feeling like a large conference presentation.
Simply choose the morning or afternoon session that works best for you.
Book you session
Will the Masterclass be recorded?
Yes. The complete 29 September 2026 AI Marketing for Lawyers Masterclass will be professionally recorded.
Lifetime access to the recording is available separately through the optional Masterclass Recording + 21-Prompt AI Vault upgrade.
This gives you the opportunity to revisit the demonstrations and strategies after the event and work through them at your own pace.
What's different about Premium?
Premium is for people who want to move from:
“What could AI do?”
to:
“What could AI do specifically for our firm?”
You’ll complete an in-depth questionnaire before your Personal AI Growth Review.
Des will research your firm and prepare tailored recommendations, which you’ll then discuss during your private one-to-one consultation.
Premium also includes additional visibility benefits, your professionally filmed 60-second Firm Introduction, an edited version for your own marketing and 5 additional virtual team places.
What is the Personal AI Growth Review?
It’s a personalised review of your firm’s commercial challenges and potential opportunities for using AI.
Rather than giving you another generic list of tools, the objective is to identify where AI may be worth exploring in the context of your own firm.
You’ll complete a questionnaire beforehand so Des can prepare for the consultation rather than spending your time together gathering basic information.
What if I can't attend the Masterclass on 29 September?
Join the AI Marketing for Lawyers waitlist and we’ll let you know when future Masterclasses and events open.
You’ll also receive our complimentary report:
The Top 8 Mistakes Law Firms Make With Their Marketing and How AI Fixes Them
And if you’d still like to experience the founding 29 September Masterclass, the complete professionally recorded session will be available separately with lifetime access and the bonus 21-Prompt Law Firm AI Vault.
What is Des O'Connor's connection with the London Chamber of Commerce and Industry?
Des is a member of the London Chamber of Commerce and Industry and has been featured twice in its official London Business Matters magazine, including coverage of his work around AI Marketing for Lawyers.
The AI Marketing for Lawyers Masterclasses are Des O’Connor’s own independent events. They are not being delivered in partnership with, or endorsed by, the London Chamber of Commerce and Industry.
The Masterclasses will be hosted at the London Chamber’s London venue.
You can read Des’s London Business Matters features on the Press page.
Does Des speak internationally?
Yes. Des is an international speaker, AI consultant, workshop facilitator, host and moderator.
His speaking work has taken him across the UK and internationally, including the Global Executive Assistant Summit in Vienna, alongside business and technology events, university audiences and professional conferences.
His sessions focus on making AI practical, understandable and commercially useful, particularly for professionals who don’t come from a technical background.
You can explore Des’s speaking history, media appearances and professional background on the About Des page.
Can Des work directly with our firm?
Yes.
Separate from AI Marketing for Lawyers and the Masterclass, Des works directly with law firms and professional organisations on AI strategy, marketing, training, workshops and practical implementation.
Every firm is different, so the first step is understanding where you are now, what you’re trying to achieve and where AI could genuinely make a difference.
If Des believes he can help, he’ll explain the most practical way forward.
And if he isn’t the right person for what you need, he’ll tell you that too.
If you’d like to explore working together, get in touch for an initial conversation.
What makes this different from generic AI training?
This isn’t about showing you dozens of AI tools and leaving you to work out which ones actually matter.
And it isn’t a generic AI presentation with a few legal examples added afterwards.
We start with the realities of your firm, not the technology.
How are you found?
How do you communicate your expertise and build authority?
What happens when someone makes an enquiry?
Where are opportunities being missed?
Where could AI and automation genuinely save time, strengthen visibility, improve follow-up or support more of the right enquiries becoming instructions?
And increasingly important:
What happens when your clients are already using AI before they speak to you?
From there, we look at the tools, strategies and practical applications that could help, as well as what may not be worth your time.
Because using more AI isn’t the goal.
Using it intelligently, where it can make a practical difference to your firm, is.
Your firm first. The technology second
What should I expect to leave with?
You should leave with many of your practical questions about AI answered, a clearer understanding of where it could make a commercial difference to your firm, and a much better sense of what may not be worth your time.
You’ll understand more about:
How to get better results from the AI tools you’re already using.
How to ask better questions and give AI clearer instructions.
Where AI could support visibility, authority, content, enquiries, follow-up and productivity.
Which types of tools may be worth exploring for different tasks.
Where automation could help, and where human judgement still needs to stay firmly in control.
What your clients’ growing use of AI could mean for your firm and the way you communicate with them.
What to consider doing next, and what you can safely ignore for now.
You don’t need to leave as an AI expert.
You should leave better informed, more confident using AI, with many of your questions answered and a clearer idea of how to get the best from it in your firm.