How client perceptions are shaping the future of AI adoption in law firms
Executive summary
• Two-thirds of UK consumers don’t understand how law firms use AI, creating a critical knowledge gap
• 83% demand transparency, and 56% say their trust would be impacted if AI were used without their knowledge
• Consumers accept AI for operational tasks but draw a hard line at replacing human judgment
• For legal communicators, the challenge is how clearly and credibly it is explained
Your firm has invested in AI to stay competitive. But our research reveals a critical blind spot: while firms race ahead with innovation, clients are concerned and increasingly sceptical. This gap threatens to undermine the very investments meant to strengthen your competitive position.
A disconnect exists between firm innovation and client awareness
Despite rapid AI adoption across professional services, most UK consumers remain in the dark about its use in legal services:
• 53% are not aware that law firms use AI at all
• 66% do not understand how AI is used by law firms
This disconnect creates a significant liability between how firms operate and what consumers believe is happening – a gap that marketing and communications teams are often responsible for managing.
Yet this lack of understanding does not translate into outright rejection. 70% of UK consumers say it’s appropriate for law firms to use AI, but public opinion is far from settled when it comes to impact:
• 39% believe AI will improve legal services
• 23% think it will worsen them
• 19% see no impact, and 19% remain unsure
This division signals both opportunity and risk. There is clear opportunity for firms to innovate and improve operational efficiency, but the benefits must be communicated clearly, as not all consumers are convinced of AI’s efficacy.
“38% of consumers would be less likely to choose a firm that uses AI”
Consumers see benefits but draw clear boundaries
Consumers recognize tangible benefits to AI adoption, with the top advantages being:
• Faster response times (38%)
• Lower costs for clients (32%)
• Fewer human errors (27%)
Yet consumers also draw a clear line between AI assisting work and AI replacing human judgment. They are becoming more comfortable with AI supporting operational tasks, especially those that improve clarity and efficiency:
• Reviewing documents for errors or missing information (34%)
• Drafting documents such as letters, contracts or forms (34%)
• Explaining legal processes in plain English (30%)
However, there is resistance to AI replacing human judgment and accountability. The majority believe the following should remain human-led:
• Representing clients in court (56%)
• Giving final legal advice (55%)
• Negotiating settlements (50%)
This reveals the core tension: when forced to choose between two similar firms, AI becomes a point of hesitation rather than differentiation:
• 38% would be less likely to choose a firm that uses AI
• 30% would be more likely
• 31% say it would make no difference
AI is not yet a universal selling point. Law firms must provide careful reassurance that it supplements – not substitutes – the human touch.
Transparency drives trust more than any other factor
If there is one clear message from consumers, it is this: transparency is crucial.
• 83% say it’s important for law firms to be totally transparent about AI use
• 56% say their trust would be impacted if AI were used without their knowledge
The underlying concerns driving this demand are clear, with consumers listing the following as their top worries:
• Lack of human oversight (49%)
• AI making mistakes (40%)
• Incorrect or misleading advice (38%)
Consumers want the benefits of AI but fear its risks. The firms that succeed will be those who openly acknowledge both.
“83% demand total transparency about AI use”
What this means for legal communicators
AI is already reshaping legal services, but public confidence has not kept pace. For marketing, communications and PR teams, the challenge is no longer whether AI is being used, but how clearly, credibly and transparently it is explained to clients.
Firms that fail to bridge this trust gap risk becoming casualties of their own innovation. As AI adoption accelerates, the trust deficit will only widen – making it harder to win new clients and retain existing ones. The question is not whether to communicate about AI, but how to do so in ways that build confidence rather than erode it.
Three strategic imperatives
1. Reframe AI as ‘Assistive,’ Not ‘Authoritative’
Consumers draw a sharp line between AI supporting legal work and replacing human judgment.
• Ensure messaging consistently positions AI as improving efficiency, clarity and accuracy – not decision-making
• Explicitly reinforce which tasks remain human-led, particularly advice, advocacy and negotiation
2. Lead with Transparency, Not Technology
Transparency is the single biggest driver of trust, and its absence actively damages it.
• Clearly articulate when and how AI is used, in plain English
• Avoid vague or evasive language that could fuel suspicion
• Build transparency into client communications, FAQs, onboarding and PR activity
3. Ground Decisions in Robust Research
Given how divided opinion remains, firms need defensible insight to guide strategy.
• Use research to stress-test messaging before it goes live
• Track shifts in sentiment over time as AI adoption and regulation evolve
• Support marketing, PR and thought leadership with credible data, not assumptions
Partner with Censuswide
These insights come from Censuswide’s survey of UK consumers. But understanding the industry-wide challenge is only the first step.
Your firm’s positioning is unique – your clients, your services, your competitive landscape are all distinct. Generic industry data won’t tell you how your specific audience perceives AI, or which messages will resonate with them.
Censuswide specialises in helping professional services firms turn uncertainty into strategic advantage through:
• Bespoke research that stress-tests your messaging before launch
• Competitive intelligence that reveals how your positioning compares to rivals
• Longitudinal tracking as regulations and sentiment evolve
• Audience segmentation that identifies which clients embrace AI and which need reassurance
Ready to turn these insights into competitive advantage? Let’s design research that answers your specific questions.
Methodology: This research was conducted by Censuswide among a nationally representative sample of UK consumers. All figures are statistically significant at the 95% confidence level.
