On The Merits What a GC Wants to Hear From His Outside Law Firms on AI
Oct 16, 2025
Eric Greenberg, General Counsel of Cox Media Group and author on generative AI's impact on law, shares his insights on the evolving relationship between law firms and in-house teams. He emphasizes that AI should be used for strategic collaboration beyond just speeding up processes. Greenberg advocates for interoperable AI tools that foster real-time cooperation. He also predicts a market polarization where elite and boutique firms thrive, urging lawyers to embrace AI innovations now to stay relevant.
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AI's True Value Is Strategic Collaboration
- Eric Greenberg sees AI's biggest value as strategic collaboration, not just speed gains.
- He compares early AI use to watching cat videos versus unlocking new strategic capabilities.
Pick Firms That Share Your AI Workspace
- Do prioritize firms that propose interoperable AI tools enabling real-time collaboration with in-house teams.
- Seek firms that promise to create new value with you, not only lower costs through speed.
AI Challenges The Billable-Hour Economy
- AI attacks the billable-hour model by vastly improving junior lawyers' efficiency and reducing billed time.
- That efficiency threatens the core profit engine of Big Law which relies on associate time as high-margin revenue.