It’s Actually Not About The AI: A Conversation With Jordan Furlong

In Season 9, Episode 1 of “Notes to My (Legal) Self,” I sat down with Jordan Furlong, legal sector analyst, forecaster, and consultant, to unpack the evolving state of the legal profession. With a focus on innovation, regulation, and the impact of generative AI, Jordan’s insights are both a wake-up call and a rallying cry for the legal industry.

The Legal Industry: Crumbling Infrastructure And A Call To Action

Jordan and I began by acknowledging a shared observation: the legal system, as it stands, is not working. While it remains massive and entrenched, cracks in the infrastructure are undeniable. From inaccessible legal services to widespread dissatisfaction among lawyers, clients, and judges, the entire ecosystem is overdue for transformation.

“We’ve reached a point where business as usual isn’t just insufficient — it’s harmful,” Jordan explained. “Whether it’s clients who can’t afford legal help or lawyers facing burnout, the system doesn’t serve anyone well.”

But it’s not all doom and gloom. Jordan sees this moment as an opportunity to rebuild from the ground up, driven by new tools, fresh perspectives, and a willingness to challenge the status quo.

Generative AI: Catalyst, Not Savior

Generative AI (GenAI) has captured the imagination of many industries, law included. But as Jordan pointed out, it’s not the solution to all of the profession’s problems. Instead, it acts as a mirror, exposing inefficiencies and systemic flaws that have long gone unaddressed.

“GenAI won’t solve all our problems, but it makes the existing flaws impossible to ignore,” he said. “It’s like taking a black box and turning it into a fish tank. Suddenly, everyone can see what’s inside — and it’s not pretty.”

Jordan emphasized that AI is a tool, not an end in itself. The real challenge lies in how the legal profession chooses to adapt and use this technology to reimagine its business models, improve client outcomes, and address access to justice.

The Real Problem: The Business Model Of Law

At the heart of the legal industry’s struggles is its outdated business model. The reliance on billable hours incentivizes inefficiency and discourages meaningful client relationships. “If law firms were focused on outcomes and value instead of time spent, AI would be a facilitator, not a threat,” Jordan argued.

He proposed a shift toward “relationship pricing,” where the value of the lawyer-client relationship is measured over time, rather than in six-minute increments. This model prioritizes trust, collaboration, and long-term impact over the transactional nature of hourly billing.

“Imagine a framework where lawyers and clients co-create a clear set of expectations from the outset — what’s included, what’s not, and what the relationship is worth. That’s where we need to go,” he said.

Regulation And The ‘Nonlawyer’ Problem

The legal profession’s self-regulation also came under scrutiny. Jordan was candid: “Self-regulation is a privilege, not a right. If we don’t act in the public’s interest, someone else will.”

He criticized the use of terms like “nonlawyer,” calling it a relic of guild-like thinking that excludes and alienates other professionals. “We don’t hear nurses talk about ‘nonnurses,’” he quipped. “It’s a mindset we need to move beyond if we’re going to truly innovate.”

By shifting focus from lawyers to the broader public good, regulators can ensure the legal system serves everyone — not just those who can afford it.

Education And Collaboration: A New Frontier

The advent of AI has also underscored the need for change in how lawyers are trained. Jordan was blunt: “Law schools aren’t preparing students for the realities of practice, let alone the AI-driven future of law.”

To stay relevant, law schools must incorporate AI into their curricula, encourage interdisciplinary collaboration, and foster a culture of innovation. Beyond law school, practicing lawyers must embrace partnerships with other professionals, including technologists, data analysts, and designers, to drive meaningful change.

A Sense Of Agency: The Key Takeaway

As our conversation drew to a close, Jordan left us with a powerful message:

“The biggest problem in the legal profession isn’t AI or regulation or the billable hour — it’s learned helplessness. Too many lawyers shrug and say, ‘What can I do?’ But we can do something. We must. If we don’t stand up and take action now, there won’t be anyone else to fix it for us.”

Final Thoughts

Jordan’s insights highlight both the challenges and the opportunities facing the legal profession. From rethinking pricing models to embracing AI and fostering collaboration, the path forward requires courage, creativity, and a willingness to let go of outdated practices.

The call to action is clear: say no to helplessness. Embrace change. And start building a legal system that truly works — for everyone.

Olga V. Mack is a Fellow at CodeX, The Stanford Center for Legal Informatics, and a Generative AI Editor at law.MIT. Olga embraces legal innovation and had dedicated her career to improving and shaping the future of law. She is convinced that the legal profession will emerge even stronger, more resilient, and more inclusive than before by embracing technology. Olga is also an award-winning general counsel, operations professional, startup advisor, public speaker, adjunct professor, and entrepreneur. She authored Get on Board: Earning Your Ticket to a Corporate Board Seat, Fundamentals of Smart Contract Security, and  Blockchain Value: Transforming Business Models, Society, and Communities. She is working on three books: Visual IQ for Lawyers (ABA 2024), The Rise of Product Lawyers: An Analytical Framework to Systematically Advise Your Clients Throughout the Product Lifecycle (Globe Law and Business 2024), and Legal Operations in the Age of AI and Data (Globe Law and Business 2024). You can follow Olga on LinkedIn and Twitter @olgavmack.

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