Aipedia: Solicitors and law firms

AI chatbots and client intake for law firms

Aipedia, by the Apex broking team · Last reviewed 2026-10-27

A law firm is responsible for what its website chatbot tells people, even before anyone becomes a client. That matters because AI intake tools give answers that look like legal advice, collect personal data and sit before identity and conflict checks.

Part of: AI in solicitors and law firms

In short

Law firms use AI chatbots to answer enquiries, triage matters and book consultations. The SRA's 2023 Risk Outlook said a firm stays responsible for errors made by a third-party chatbot. Code 8.1 requires you to identify who you act for, Code 6.2 restricts acting where there is a conflict, and Code 8.6 requires clear information to clients. Whether PI responds to chatbot answers given before a retainer depends on whether the answer amounts to legal services and on the policy wording. Clear scripting, disclaimers and early handover to a lawyer reduce the risk.

How firms use AI at the front door

Law firms deploy generative AI chatbots on websites and messaging channels to answer common questions, explain processes and fees, collect details of a potential matter, assess urgency and book appointments. Some tools go further and give a preliminary view on whether someone has a claim or what their options are. The closer a chatbot comes to answering a specific person's legal question, the more it looks like legal advice.

Demand is rising. The Legal Services Board found in June 2026 that 70% of adults expect AI to make legal services easier to access, but that standards specific to consumer AI legal tools are "nearly nonexistent".

The SRA's position and the duties that apply

The SRA's Risk Outlook on AI said a firm remains responsible for errors made by a third-party chatbot, and that accountability cannot be delegated to IT or a vendor. The warning notice repeats that AI has no separate legal personality. Relevant Code of Conduct duties include:

Code 1.4: not misleading anyone, including enquirers who never become clients.
Code 8.1: identifying who you are acting for in relation to any matter.
Code 6.2: not acting where there is a conflict, or significant risk of one, unless an exception applies.
Code 8.6 and 8.7: giving information in a way clients understand, and the best possible information about pricing.
Code 6.3: confidentiality of what enquirers disclose.

Firms must also keep the information they publish under the SRA Transparency Rules consistent with what the chatbot says about prices and services.

What can go wrong

Illustrative: an employment firm's chatbot tells a website visitor that they have "plenty of time" to bring a claim, without asking when their employment ended. The visitor delays, misses the tribunal deadline and later complains that the firm advised them. In another case, a chatbot collects detailed facts from someone whose employer is already an existing client of the firm, creating a conflict before any check is run.

Does PI respond before a retainer exists?

The SRA minimum terms cover civil liability arising from private legal practice, and a duty of care can arise before a formal retainer if someone reasonably relies on advice. Whether a particular chatbot answer is covered usually depends on whether it amounts to legal services provided by the firm and on the policy wording. There is no AI exclusion in the SRA minimum terms, but data protection and cyber matters may be excluded, so a breach of chatbot data may sit with a cyber policy: see cyber insurance for solicitors. A missed limitation period after a chatbot exchange would look much like any other missed deadline claim, with the added question of whether a duty was owed at all. Firms that build or sell chatbot tools to others should consider specific chatbot insurance.

Practical controls

Script the chatbot to give general information, not advice on individual facts.
Hand over to a qualified person for anything involving deadlines, limitation or urgent risk.
Collect only the details needed for a conflict check before taking full facts.
Keep chatbot answers on prices consistent with your published information.
Keep logs of conversations and review them regularly.
Tell users clearly that they are talking to an AI system.

How Apex helps

Apex arranges PI for solicitors and law firms. A broker can check how your PI and cyber policies would respond to a chatbot complaint or data incident. See the AI in law firms hub, AI, confidentiality and privilege and AI AML and KYC checks.

Sources

Frequently asked

Is a law firm liable for its chatbot's answers?

The SRA has said a firm remains responsible for errors made by a third-party chatbot, and accountability cannot be passed to IT or a vendor. Civil liability depends on whether someone reasonably relied on an answer as advice from the firm.

Can a chatbot run conflict checks?

It can collect the information needed, but the firm must identify who it acts for (Code 8.1) and decide on conflicts (Code 6.2). Collect minimal details first, so you do not receive confidential information from someone whose interests conflict with an existing client.

Does PI cover advice given by a chatbot before instruction?

It may, depending on whether the answer amounts to legal services provided by the firm and on the policy wording. The SRA minimum terms have no AI exclusion. Ask your broker how your policy treats pre-retainer contact and AI tools.

Should our chatbot say it is AI?

Yes, it is good practice. Code 1.4 prohibits misleading anyone, and an enquirer who thinks they are talking to a solicitor may rely on answers more heavily. Make clear at the start that the user is talking to an AI system and how to reach a person.

Check your PI covers how you use AI

Tell us about your firm and the work you do. A broker will review how your current PI treats AI-assisted work, or arrange new cover. No fee for a quote. Or call 0117 325 0027.

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Apex Insurance Brokers Limited is authorised and regulated by the Financial Conduct Authority. Registered in England and Wales, company number 07014570. This page is general information about how AI is used in the profession and how insurance may respond. It is not legal, regulatory or insurance advice on your circumstances, and it does not guarantee that cover will be available or on what terms.