Generative AI programs are not pricing out small or midsize law firms from being competitive in the legal market; in fact, law firm leaders and consultants expect a long-term increase in competition from midsize firms as they realize efficiencies from investing in the new technology.

Gina Rubel, founder of communications firm Furia Rubel, works with law firms of varying sizes and doesn’t expect smaller players to be placed at a disadvantage as use of these new tools becomes widespread. Instead, she predicts that “when [firms] adopt and develop a policy and use it for efficiencies and more effectiveness, [they] will be more competitive” overall.

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