AI in marketing: fast adoption, limited maturity

• Key findings
• Top use cases
• Insights and interpretation

AI in marketing: fast adoption, limited maturity

AI adoption is becoming very widespread across the legal industry – but actual usage remains uneven at best.

Key findings

The headline finding of the survey was that 0% of respondents say AI is “a focus” for their firm. Everyone is implementing technology, but not strategically – yet. 49% are developing their use cases, while just 19% define their usage as “advanced”.

Data & analytics maturity

Insights and interpretation

AI adoption has been rapid, but most firms are trapped by low or intermediate data maturity (82%). AI adoption is commercially oriented, limiting the value realised by most firms. CMOs and business development executives are focused on AI for its front-office impact, rather than longer-term infrastructure capabilities.

In other words, AI is being deployed faster than the infrastructure needed to support it.

Top use cases

CMOs typically use AI for internal processes and research, most commonly content creation (69%) and knowledge management (62%). This is followed by client research (60%) and pitching (57%), revealing the inward/outward split in use cases.

AI use cases

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