The Real Story About Legal AI Pickup and Use

A new industry survey from InnovAItion Partners and Gladstone Growth Strategies paints a gloriously contradictory picture of the sector: 92% of legal marketing teams are now using AI tools, but only 9% can prove ROI and a microscopic 5% can show an actual positive return. This is less “digital revolution” and more “expensive experiment with a good press release.”

The study, covering 82 Am Law and mid-market firms, reveals what most insiders suspected: AI policy is everywhere (79% have governance frameworks) but strategy is nowhere (a quarter of firms have literally no one in charge). When strategy does exist, the CMO is nominally at the wheel in just 22% of cases.

The big winners in the AI arms race are the usual suspects. GPT tools dominate (62%), with Microsoft Copilot trailing (34%). Training remains the black hole with 48% of firms admit they lack skills to actually use these shiny toys. Most firms only allow firm-approved platforms, because nothing says innovation like a compliance chokehold.

The top gaps:

Only 13% use AI for relationship intelligence.
ROI tracking is abysmal (9%).
Budget increases are coming (62% plan to spend more).
Confidence is high (66% see a competitive edge) but capability isn’t (just 12% call their programs “advanced”).

The study calls for five priorities in 2026: proper AI literacy by role, better client-intelligence programs, human-in-the-loop automation, real measurement frameworks, and governance that doesn’t suffocate innovation.

In other words: law firm marketers know the Legal AI train has left the station but they’re just still looking for their ticket.

The media statement about the survey is below –

Legal Marketing Teams Embrace AI but Struggle to Prove ROI,

New Industry Study Finds

First-of-its-kind survey shows 92 percent adoption, yet only 9 percent measure ROI and 5 percent report positive returns

NEW YORK, NY — October 14, 2025 – InnovAItion Partners and Gladstone Growth Strategies have released findings from the first AI in Legal Marketing & Business Development 2025 survey. The research shows that while 92 percent of legal marketing teams are now using AI tools, most are still struggling to measure results. Only 9 percent have quantified ROI, and 5 percent report clear positive returns.

The study, which included 82 Am Law and mid-market firms, highlights a continuing gap between policy and practice. Although 79 percent of firms have adopted AI governance policies, ownership of AI strategy remains fragmented. Nearly one in four respondents said no one is responsible for AI strategy, and only 22 percent named the CMO as the lead.

“Legal marketing isn’t behind. It’s being appropriately careful,” said Guy Alvarez, founder of InnovAItion Partners. “Firms have the policies. What’s missing is clear ownership and role-specific enablement that can turn governance into measurable business results.”

The data also show that enterprise platforms are leading the way, with ChatGPT/GPTs (62%) and Microsoft Copilot (34%) reported as the most widely used tools. Training remains a major barrier, with 48 percent of respondents citing skills gaps. Eighty-five percent limit AI use to firm-approved tools, and more than half have restrictions or prohibitions on specific platforms.

Key findings from the study include:

Client intelligence is the biggest gap. Only 13% use AI to generate relationship insights.
Measurement lags adoption. Only 9% quantify ROI and 5% report positive returns.
Investment is increasing. 62% plan to expand AI budgets within the next 12 to 18 months.
Confidence is high. 66% believe AI provides a competitive advantage.
Maturity is still developing. 12% describe their use as advanced or extensive.

“As a former law firm CMO, I see teams ready to move from reactive to proactive client development,” said Amy Shepherd, (pictured above) who leads Gladstone’s AI Advisory practice. “AI can help firms identify opportunities before RFPs are issued and build stronger client relationships. But teams need the training and permission to run meaningful pilots. When they do, they will show measurable results quickly.”

The study identifies five priorities for law firms over the next year: AI literacy training by role, governed client-intelligence programs, human-in-the-loop process automation, unified measurement frameworks linked to business outcomes, and collaborative governance that encourages innovation.

The survey was conducted between April and June 2025 and included participants from Am Law 100, Am Law 101–200, and mid-market firms. Results were benchmarked against major industry studies to help place legal marketing’s AI adoption in a broader business context.

About InnovAItion Partners

InnovAItion Partners helps professional services firms move from AI experimentation to measurable transformation. The firm combines strategic consulting, workflow design, and enablement programs to integrate AI into marketing, business development, and client service. InnovAItion Partners helps firms build the infrastructure, governance, and skills needed to achieve tangible results.

About Gladstone Growth Strategies

Gladstone Growth Strategies helps law firms drive growth through strategy, marketing, and business development. Its AI Advisory practice works with CMOs and firm leaders to turn AI potential into measurable outcomes, from readiness assessments and literacy programs to content optimization and team enablement. Gladstone helps firms modernize operations, strengthen client engagement, and apply AI responsibly across their marketing and business development functions.

Media Contacts
Guy Alvarez, InnovAItion Partners – guy@innovaitionpartners.com
Amy Shepherd, Gladstone Growth Strategies – amy.shepherd@gladgrowth.com

Co-authors: Guy Alvarez (InnovAItion Partners) and Amy Shepherd (Gladstone Growth Strategies)