Why Firms Struggle to Move Beyond Pilots
Together, these challenges lead to projects that look impressive in demos but fall short when rolled out in practice, delivering little measurable impact to clients or the firm.
Beyond the Hype: Executing on AI in Legal Business Development
AI has moved past the hype cycle in legal. The winners now are the firms that can operationalize it.
The Shift From Talking to Doing
Most law firms are talking about AI. Clients are asking about it. Competitors are marketing it. Industry analysts are predicting it. But there’s a widening gap between those who experiment with proofs of concept and those who are embedding AI into the fabric of business development.
Execution is now the dividing line.
Firms that stall in pilot mode risk being seen as reactive, not innovative. Meanwhile, leaders are using Microsoft Copilot, legal360, and unified data strategies to make AI part of their daily workflows, not an experiment.
- 1
Bolt-On Thinking:
Treating AI as another app instead of embedding it into Outlook, Teams, and Dynamics 365 where attorneys already work.
- 2
Fragmented Data
CRM, matter, billing, and client data all live in silos. AI can’t be effective without context.
- 3
Change Resistance
Partners won’t adopt tools that feel like “extra work.” Adoption requires thoughtful change management and user-first design.
- 4
Unclear Metrics for Success
Too often, firms launch AI pilots without defining what success looks like, whether that’s faster time-to-pitch, higher win rates, or reduced admin hours. Without clear KPIs, pilots stall, business cases weaken, and momentum fades.
The Traits of Early Winners
Across firms moving fastest, we see three common patterns:
Data Readiness First: Building a secure, governed single source of truth for clients, matters, and relationships.
Embedded AI, Not Add-Ons: Using Copilot in the flow of work, from drafting pitches to surfacing the strongest relationships.
Adoption by Design: Training, analytics, and incentives built into the rollout so AI doesn’t just exist, it gets used.
Where HSO + legal360 Fit
This is where legal360, powered by Microsoft, provides an edge:
Unified Platform: CRM, ERM, experience, and feedback data in one governed environment.
AI in Action: Copilot and intelligent agents embedded directly into workflows.
Legal-Specific Execution: Tools designed for the way firms pitch, win, and manage client work.
It’s the difference between AI as a headline and AI as a measurable advantage.
Why This Matters Now
Clients aren’t asking “if” you’re using AI anymore. They’re asking how it impacts their matters today. The pace of expectation means firms that operationalize AI in 2025 will be the ones defining benchmarks in 2026.
Standing still is no longer neutral; it’s a competitive risk.
Up Next: Part 3
Next Move is Yours: How legal360 and HSO Turn Data into Measurable Advantages
We’ll explore what’s at stake for firms that hesitate, the tangible costs of inaction, and why legal360 is the clear choice for firms ready to lead.