Jennifer Simpson Carr Discusses How AI Is Changing Client Experience
Date: October 22, 2026
Location: Legal Marketing Association Southeast Region CX Intensive, Offices of Bass, Berry & Sims PLC, Nashville, TN
Register: https://www.legalmarketing.org/Event-Details/southeast-cx-intensive-cultivating-client-service-excellence
Topic: The AI-Enabled Client Journey: How Expectations Are Changing
Speakers:
Jennifer Simpson Carr, Vice of President of Strategic Development at Furia Rubel Communications
Rachel Sapperstein, Senior Consultant at Yate Collaborative
Katherine Wilson, Co-Founder of Fractional Law Firm CMO
Description: The LMASE CX Intensive reflects a fundamental shift in how marketing and business development teams support client relationships. Client experience is no longer shaped solely by individual service moments, it is influenced by how firms listen to clients, translate insight into action, align relationship partners and client teams, communicate value, and execute consistently across the firm.
This session examines how AI is reshaping the way clients discover, evaluate and engage with law firms and considers how firms can respond with more personalized and relevant experiences.
- How AI is reshaping what clients experience before they ever contact you: When the AI tools clients rely on stop being neutral and become a paid marketplace, the firms that get found, evaluated, and recommended are decided upstream before any human conversation. The client’s first experience of your firm is now an AI’s interpretation of it, and most firms have no idea what that interpretation says.
- Why client experience and BD are collapsing into the same stage: As neutrality erodes, visibility, BD, and relationship strategy all get pushed up the funnel. If you wait until the consideration phase to develop an opportunity, you’ve already been filtered out. The work that wins now happens at awareness; the work that retains (deepening the relationships you already have) becomes the real job of consideration.
- What to do about it in the next six months: Practical, firm-side moves to understand how AI sees you, shift from content volume to genuine authority, turn that same AI capability inward to surface client needs earlier, and protect the relationships that decide who keeps the work when rankings can be bought.