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(161) AI + Automations for Scaling Law Firms with Martin Kravchenko of Swans

Jan 23, 2026
Martin Kravchenko, founder of Swans who helps personal injury firms scale with automation and AI. He discusses why contingency practices gain most from AI, when to use base models like Gemini versus specialized tools, the importance of mastering core AI skills over chasing gadgets, and creating an “AI office manager” role to build prompt libraries and enforce standards.
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ADVICE

Prioritize Contingency And Subscription Firms

  • Target contingency- and subscription-fee practices because efficiency gains directly increase profit.
  • Invest time learning AI when your billing model rewards speed and scale.
ADVICE

Automate To Remove Capacity Bottlenecks

  • Focus automation efforts on the firm's biggest capacity bottlenecks, not shiny integrations.
  • Solve operational challenges that directly enable scaling and service delivery.
ANECDOTE

Scaling A UK Firm With Automation

  • Martin joined a small UK firm and helped grow it from five to forty people using automation.
  • That firm became the top-rated law firm on Trustpilot before he returned to consulting.
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