27 AUG 2026
Pitching with AI – already a reality today?
Today, ChatGPT, Microsoft Copilot or Harvey are already part of everyday working life in many places: submissions are revised, research is accelerated and documents are summarised.
The next step in this development is already emerging – the AI pitch.
Instead of building presentations by hand, an intelligent system will in future analyse the requirements of an RfP and generate a finished pitch, in the firm's design and style, within a matter of minutes. What sounds like the future today is already technically possible. The real challenge, however, lies elsewhere.
The AI pitch doesn't start with a prompt
Even an AI pitch needs a foundation and is only as good as the information it can access: current matter experience, expertise, service descriptions, hourly rates, pricing models, approved CVs, rankings, as well as details on teams and areas of expertise.
The pitch of the future therefore doesn't begin with a prompt, but with a reliable data foundation.
This is precisely where it becomes clear whether a law firm is AI-ready. For AI, the rule isn't "more data is better" but "better data is better". Structured, up-to-date and interconnected information is the real success factor.
Is the data AI-ready?
A matter doesn't just consist of a description text, but of numerous pieces of metadata: client, industry, practice area, jurisdiction, responsible team, confidentiality level and other attributes. Law firms have actually known for years that structured data is key. At the latest with the increasingly detailed questionnaires from JUVE, Chambers or Legal 500, it became clear that anyone wanting to make sensible use of their own data has to standardise it and capture it according to clear taxonomies. The good news: many firms have already begun doing this. The challenge now is to turn this data into a central knowledge base that not only supports submissions but also forms the foundation for AI.
Nevertheless, many teams still work with extensive Excel spreadsheets, Word documents and manual data maintenance processes. At the latest when quotes, rankings, lawyer profiles or industry information also need to be linked together, these solutions reach their limits.
So there is still a lot to do here.
7 questions every law firm should ask itself
How well a law firm is prepared for the AI pitch depends on its data foundation and the processes behind capturing that data. The more solid these foundations are, the greater the benefit of any AI solution.
- Firms should therefore ask themselves the following questions:
- Can we immediately find the best references for every pitch?
- Is all relevant data centralised, up to date and ready for immediate use?
- Do business development and lawyers work from the same data foundation?
- Can this already generate an automated first draft of a pitch?
- Do we know which pitches we win – and why?
- Is there a central database for pitches, where all of the firm's pitches are stored?
- Would we be convinced by the pitch an AI creates today based on our data?
The AI pitch starts now
This, in the view of Gina-Maria Tondolo, Managing Director of LAWRENCE, is precisely where the success of an AI pitch that actually works in day-to-day firm life lies:
"The most exciting time for business development is only just beginning. Once law firm data is available in a structured form, AI can unfold its full potential. This is exactly the path we're taking with the AI pitch at LAWRENCE. From good data, a genuinely good pitch can emerge within minutes."