Chief Marketing & Business Development Officer Forum 2026: The most important aspect of AI may be talking to your clients about it

2026-02-18 · Source: Thomson Reuters Institute · Field: Legal & Regulatory — Legal Technology (LegalTech), Corporate Law & Business Legal Services · Depth: Intermediate, short

Summary

The Thomson Reuters Institute's 33rd Annual Chief Marketing & Business Development Officer Forum in February 2026 highlighted that the primary challenge and opportunity for law firms regarding AI is not the technology itself, but how it deepens client relationships and how firms communicate its use. A Thomson Reuters Institute report from 2026 indicates that 77% of respondents believe law firms should initiate AI discussions with clients. AI serves as a powerful business development tool by helping lawyers prepare for client conversations with timely, tailored insights synthesized from news, regulatory updates, and client data. This approach allows lawyers to confidently explain how AI capabilities create value, acting as an assistant rather than a replacement for human interaction. The Forum also stressed the importance of training lawyers to use AI-generated briefs as a foundation, not a script, emphasizing that human judgment and experience remain crucial for effective client engagement.

Key takeaway

For Chief Marketing & Business Development Officers in law firms, clearly articulating your firm's AI strategy to clients is paramount. You should proactively communicate how AI enhances service delivery and efficiency, while emphasizing the continued central role of human expertise. Failing to discuss AI or offering vague explanations risks losing competitive advantage, as clients increasingly expect AI-savvy legal partners.

Key insights

AI enhances client relationships and business development in law firms through smarter preparation and clear communication.

Principles

• AI supports, not replaces, human relationships.
• Authenticity and interpretation drive effective client talks.
• Proactive communication about AI builds client trust.

Method

Law firms can use AI to synthesize client-specific data (news, regulations, activity) into tailored insights, creating opportunity matrices and conversation starters for lawyers to prepare for client outreach.

In practice

• Use AI for targeted client outreach preparation.
• Develop AI-generated opportunity matrices.
• Provide bespoke AI training for partners.

Topics

• AI in Legal Services
• Business Development
• Client Relationship Management
• Law Firm Strategy
• AI Adoption & Training

Best for: Legal Professional, Executive, Marketing Professional

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Editorial summary, takeaway, and curation by AIssential. Original article published by Thomson Reuters Institute.