While some professional services firms are seen to be ahead of the pack when it comes to AI adoption; others remain stuck somewhere in the “five stages of AI grief”. The consequences of being stuck somewhere along this journey are becoming harder to ignore by the day.
The research backs this up. 78% of legal professionals aren’t using AI, according to LexisNexis. Meanwhile, early adopters like McKinsey and Allen & Overy are transforming how they deliver value to clients. The gap this creates, is not just operational, it’s beginning to seep into reputational.
Data privacy and security concerns are often cited as reasons for hesitation. The truth is it’s deeper than that, it’s an emotional issue. AI doesn’t just change how professional services work. It challenges how value has been defined and delivered.
When a business model has been built on billable hours and human expertise, AI feels like an existential threat. But here’s what we’re seeing: firms that frame AI as competition miss the point entirely. The most successful adopters use AI to handle routine tasks, freeing their teams to focus on the strategic thinking. The thing they were hired for in the first place.
What role does brand play in all of this? It’s the differentiator. It tells clients that while technology may change, the thinking and standards behind them maintain the same high standards.
Strong brands create implicit trust. Making it easier to introduce AI initiatives without clients questioning your capabilities.
But there’s a catch: if you don’t actively shape your digital presence and value proposition around this transformation, you risk being misrepresented or overlooked by both algorithms and clients.
McKinsey estimates that 60-70% of employee time is spent on predictable, repeatable tasks – exactly what AI excels at streamlining. Firms still in the denial or bargaining phases aren’t just missing efficiency gains; they’re falling behind competitors who are already delivering greater impact at existing budgets.
The firms leading this transformation aren’t just adding AI tools. They’re rethinking their entire value proposition, investing in cross-departmental training, and embedding AI where it makes the most impact. Most importantly, they’re evolving their brand identity to reflect this new reality.
It’s now not a question of whether AI will reshape professional services; it already is. The question you should be asking is whether your firm will lead this transformation or scramble to catch up.
Want to understand exactly where your firm sits in the five stages of AI grief – and what comes next? Read our full analysis in Business Reporter: “The five stages of AI grief” for a deeper dive into how the most successful firms are navigating this transition.