Cutting through AI hype and hysteria for DLA Piper.

Build a market-first cross-practice legal solution for AI to meet growing client demand for legal advice and reassurance.

• Develop a compelling proposition, services framework and commercial insight grounded in client needs—meeting them where they are on AI.

• Workshop the proposition and services framework with clients and stakeholders. With focussed interviews and testing we developed a message that works for clients at all stages of AI adoption, and reached consensus on key ideas without diluting the message.

• Formalise DLA Piper’s cross-practice AI solution with a proposition and three-part services framework designed to tap into urgent client questions—moving from “can we?” to “we can”.

• Create a data-backed campaign packed with commercial insight to help clients cut through AI hype and hysteria. A dynamic report enabled clients to navigate know-how, commentary and advice.

• Develop sales enablement tools to help partners outside the core AI group to engage with the campaign and unlock client relationships. Conversation guides, sector dashboards, country data packs and social media templates were provided as part of the campaign launch.

• Bigger: Set a new standard for marketing campaigns—a blueprint for future projects. Equipped teams to have client conversations with unprecedented levels of client engagement. The campaign has opened the door to major global brands, with DLA Piper being asked to present on AI challenges and provide client training for in-house legal teams.

• Better: Clear go-to-market framework to accommodate both immediate risk and bigger picture future-proofing. BALANCE advisory model to give clients practical, specific advice tailored to their particular challenges.

• Faster: Distilled DLA Piper’s capabilities and strengths quickly and aligned a large and diverse stakeholder group from different practices on a distinctive direction.