Executive Summary

This episode of *Personal Injury Marketing Minute* explores how AI is changing intake for personal injury law firms. Lindsay Busfield and Gary Falkowitz discuss the long-standing inefficiencies in traditional intake, including missed calls, slow responses, and unqualified leads consuming valuable staff time. They make the case that AI should be viewed first as an efficiency and triage tool rather than a replacement for people. The conversation focuses on where firms should start, why reducing friction matters, and how AI can improve both the client experience and internal performance. They also emphasize that firms do not need to adopt everything at once and can begin with lower-risk use cases like after-hours coverage and call routing.

Introduction

Welcome to Personal Injury Marketing Minute.

Welcome to the Personal Injury Marketing Minute, where we quickly cover the hot topics in the legal marketing world.

I'm your host, Lindsay Busfield, the vice president and partner over at Optimize My Firm.

Today I'm joined by Gary Falkowitz, co-founder of Capture Now, and one of the legal industry's most recognized intake and conversion specialists. Gary has spent decades helping law firms improve intake performance, increase conversions, and make sure valuable cases don't slip through the cracks. Today we're talking about AI intake. We'll go over where personal injury firms should realistically begin, and why triage might be the most practical place to start.

Thank you so much for joining me today, Gary.

Thank you for having me, Lindsay.

How are you?

I am doing great. How are you doing today?

I am doing really well. Glad to be on this podcast, as I hear nothing but wonderful things, and excited to talk intake today.

Why AI Intake Is Becoming Necessary

I am too, because this is something that all personal injury attorneys are aware of and are probably overly inundated with right now with AI this and how can it optimize operations and marketing. There's just a lot of information, confusion, and probably some hesitation out there, especially when it comes to AI for intake, because intake is clearly one of the most important operational pieces when it comes to getting new clients signed up. And it can be unnerving to hand something like that over to technology.

So I want to focus this episode on where to start with it, because it is coming and it's here and it's going to be part of legal operations moving forward, but it doesn't have to be scary.

So, Gary, let's dive into this with talking about the need and some of the gaps that traditional intake has had over the years. What are some of the problems that led to AI integration in intake in the first place?

Yeah. Lindsay, I have consulted with hundreds of law firms on intake. I happened to be an attorney when I started my career and had jumped into the personal injury side of things. I realized that this is a business, owning a law firm and running a practice. And I also realized that many law firm owners and law firms were improvising.

Yet they were still successful, if you're going to define success as profitable. But they weren't maximizing profit. They weren't maximizing revenue. And when you put together the service that you're offering, the level of competition that's out there, the model of how long it takes, especially in the personal injury world, to generate revenue and everything that has to go in between, you realize that it's sales. The front-end side of all this is really sales, and you're competing against other businesses for the same clients.

We work in a very interesting industry. We can't solicit clients. We can't knock on your window and go, "Hey, you were in an accident last week. I happen to be an accident attorney and can help you." Not allowed and unethical, so we shouldn't be doing that.

And the only way we can help people is if they reach out to us, which means, and this is why you see so many current commercials, we've got to advertise. We've got to be all over TV, radio, and digital.

So once you get the marketing down, once you have gained the courage and gained the resources to invest into marketing, the next step is really the intake and the sales.

You asked why is it so tough for lawyers. Where are they missing the beat here? Well, I don't think that the resources that we've traditionally had are no longer sufficient to convert leads into clients.

People are not fast enough. We're not decisive enough. We don't train them well enough to know how to answer questions or get over challenges. We give them too many things to take care of that they end up putting things on the back burner and then they don't get to them fast enough.

When you put all of these reasons together, you realize that if you are just relying on people to handle your intake and your sales, you're going to leave a lot of money on the table, and you're going to lose. Quite frankly, I don't know if you're going to be able to survive in the long run. Forget about just leaving some money on the table.

So that's why we decided we have to start thinking about more efficient, more reliable, more transparent, faster ways of solving this problem at intake.

And I think efficiency really is the bottom line of what we're talking about here. AI, if you are thinking about it as an efficiency tool, as opposed to a people replacement tool, is really where the value is. And it goes back to what you said about maximizing profit. You can't maximize profit when you have giant, glaring inefficiencies that come with, I mean, it's human nature. People just cannot keep up with the AI tools that are out there.

Because when it comes to intake in particular, when somebody calls a law firm, they are in crisis mode, and they need help now. If you for some reason miss the call or you don't have the right information right off the bat, then there is a giant inefficiency there, and that prospective client will find someone else who can help them now.

Crisis Mode vs. Decision Mode

So I'll add to that, Lindsay, because I know that in our industry, and I do it too, we like to say that everybody who calls up might be in crisis mode and it's an emergency.

I think we have to change our thinking there, because when you say it's crisis mode, your reaction must be, well, if it's crisis mode, how could the solution be AI? I need a human being to answer that call, because it's crisis and AI can't handle crisis. People need to handle crisis.

But what if, and this is the truth, what if most people that are calling aren't necessarily in crisis mode, but they are in decision mode?

They have taken the time sometimes. It's not an hour after the accident. Sometimes it is. But often it's not an hour after it. It's a week or a month after the accident. They've had time to figure out what are their options. Do I need a lawyer? Don't I need a lawyer? Is my injury getting worse or is it getting better? Am I getting the runaround from the insurance company or are they treating me fairly?

At some point they go, okay, I don't like what's going on here. I'm uncomfortable. I don't know what to do. And I have to make a decision about moving the responsibility of this potential case that a lawyer might handle from my shoulders over to a law firm's shoulders.

When you're in that decision-making mode, speed and efficiency, like you say, play a major role, because you've already decided, when you made that phone call, I'm likely going to hire a lawyer. I just need someone to bring me over the line. I need someone to reassure me, to give me confidence, to give me compassion, and to tell me why it makes sense for me to move forward with a lawyer.

But if someone doesn't do that, they're going to look for it elsewhere. Wherever there's friction, there's something pushing you away.

That's what the problem was with no AI. There's too much friction with no AI. The long ring time, the long hold time, the long conversations that seem to be going on forever with no decision, those are all friction moments.

When people are calling up, it may or may not be crisis mode, but it is absolutely decision-making time. And if you're going to put anything, any friction that delays or makes it hard for them to make a decision, you're hurting yourself, you're hurting the firm, you're hurting the brand.

That's why AI is so valuable and so efficient.

Right, because they are there to make a decision. And as you said, they're uncomfortable. In this day and age, you have to be pretty uncomfortable to pick up the phone and make a call. So if somebody is uncomfortable enough to actually pick up the phone and use it as a telephone, then yes, they are ready to make a decision. They're ready to take action and you need to have something on the other end of the line that reassures them.

Yes. Not only are you making a decision, but you're taking the right action for your case, and that reassurance matters.

The Hidden Problem: Non-Lead Calls and Poor Routing

I think that's brilliant. And when somebody is in that mode, that is one phone call that we see coming in for lawyers. But in the conversation that you and I had earlier, that's not the only phone call that law firms are getting. If we are wasting time answering other phone calls and directing those phone calls to other places, that's another inefficiency. So Gary, can you walk us down that path as well?

Yeah. One of the major issues that anybody will have is when they call their law firm or business that they have a relationship with and the person they speak with can't help.

"Oh, let me put you on hold," or, "I can send you to their voicemail," or, "Someone will give you a callback." There's zero value you just provided to me. And by the way, I now might be in crisis mode because maybe I have my deposition tomorrow. Maybe the trial is in a week. Maybe I'm going to the doctor and I don't know what to say, or I have a call with the insurance company and I don't know what to say. I need someone to advise me. You might be my legal team, and that's a problem.

Maybe I don't know what's going on with my case and I'm thinking about going to another law firm. Now that you're telling me you can't help me, that's exactly what I need to move my case to another law firm.

Receptionists, and I love them, are so kind and respectful. They really do a great job being the cover of the book, the face of the firm. But the current setting of a law firm may not need the traditional sense of receptionist, because the receptionist is only as good as who's available quite often.

With AI, especially with Capture Now, we can have integration with your CRM and answer questions about your case. If you're an existing client, if you're a vendor, if you're going to schedule a call with an attorney, whatever it is, we can tell you the status update.

That's the type of technology that we need in our offices, in our everyday business life, because what we're doing again is removing the friction. We're removing your callback. We're removing the disappointment that no one's available and no one can help.

If you want to win in business, you have to remove all the delays, all friction points, all people that are slowing it down. Whether you're a tremendous AI advocate or you're an extremely hesitant AI user, you're going to have to buy into the fact that AI is moving things a lot faster and making things a lot more efficient.

Well, and I think it's an interesting point that you raise, because all of the information that a receptionist would have, or even a paralegal or anybody else who is there to answer the phone, they aren't pulling that knowledge from their head. Not everybody has all the details memorized about a case. They're going to their CRM. They are looking up the details of a case, and that person is just there to interpret the information.

If you can cut out the middleman and have that information immediately available to the clients that you're serving, how much better service can you provide?

Why the Old Receptionist Model No Longer Works

You bring something up, Lindsay, and I haven't talked about it in this way yet probably.

When you think about the original reason for the receptionist, it was really to ensure that when someone called your business, we had someone who was available to answer the call. Period.

It wasn't, we need someone who can answer the call and solve your problem. That wasn't the original goal. It was, we don't want it to go to voicemail. We don't want it to just keep ringing. We don't want them to think that we're not working. So someone who answers the call is better than no one answering the call.

That's no longer the standard we can play with in our law firms or in business. You can't just have someone available. Having someone available isn't even the standard. That gets you nowhere.

Now you've got to make sure that whoever answers the call is actually able to solve a problem or an issue. That's what Capture Now does for existing clients. That's what it does for new leads.

I talk about this a lot. The more rings you hear when you call a business, the more you assume that either they're too busy for you or they don't have the resources to help you. Both are negative.

The only way to combat that, the only way to overcome that challenge, is to remove the rings. How do you remove the rings other than completely overstepping and having 500 people available to pick up a call, which is never going to happen? You have to put some type of technology in place, a conversational AI like Capture Now, that will pick up on the first ring every single time, regardless of time and regardless of volume.

That's one friction point that's removed.

You've got to think about, as an owner of a business, what friction points still exist that are possibly removable. We can't just say, oh, we had a great month last month. Let's not change a thing. No. We had a great month last month. How do we make a better next month? That's got to be the goal.

And you can see it in the data. When you are evaluating the data, when you have traditional receptionist, traditional intake, versus when you are able to meet every prospective client's need immediately, whether it's saying yes or no, or even just answering phone calls and directing them to the right place and not using up the human time that you already are paying for for intake, those are all efficiencies that are going to translate into revenue.

Triage as the Best Starting Point

Something you're touching upon is triaging.

Imagine having Capture Now in place, where the AI respondent or conversational bot is determining the reason for the call and then making another determination as to whether it needs to be escalated to a human being, whether they can resolve it on their own, or whether they could potentially schedule a call with the appropriate person on a future day.

Think about how much time you just saved with Capture Now, especially if now you said to your intake team, okay, we're only enough three people. They're all going to be closers, and you're only going to handle the calls that Capture Now determines are qualified enough to speak with you.

We understand, because this is what happens in most law firms, that 80% of the inbound leads have no value. We want to remove those conversations and those minutes on the phone from your day, because we don't want you wasting your time with 80% of people we can't help. Rather, we're going to make it where you're now spending 98% of the time with people who we could potentially help.

That's the goal.

Let's start touching on these words. Efficiency, lack of friction, triage. That is where this works. That is where, if you're a law firm that's not currently using AI with both answering inbound calls at any point in the day, you should go listen to your recorded calls.

Go listen. Things like ring time for a minute and a half, recordings of the owner of the firm on loop over and over again and it doesn't get forwarded anywhere, people saying, "Hold on, I can't help you," or the receptionist saying, "All of our intake specialists are busy right now. Someone will call you back." This is happening every single day.

How can we win in business? We've got to get to the point of being your lawyer trying to get you money for your injury, while we're still in the "let me try to get you on the phone with someone who might be able to hear what happened" stage, which is crazy.

Well, and if those people who are calling are witnessing your inefficiencies in your intake process, it's going to make them assume that you can't handle any other aspect of your business efficiently as well. Ultimately, that's going to be a disservice for them down the road. If that is your initial sales piece, you're going to be losing a lot.

How Better Triage Helps Intake Teams Too

You're right, because the business itself is being judged by the first response. Not just the speed, although of course the speed. Not just the determination, of course that too. But everything in between, how the conversation went, whether someone's paying attention.

I'm not looking to criticize intake specialists. I love intake specialists. I've been working with them my whole career. I try to make them better at their job. I'm their number one advocate.

However, if you don't have a good one, think about how much that hurts your firm. If you have someone that is indecisive, that is not confident, that has no compassion, that isn't reassuring, that isn't fast, that has no authority to make decisions, that is hurting your reputation more than you could possibly imagine, because people share that. People like to go to dinner and go, "You wouldn't believe the experience I just had with this law firm I just called. Can you imagine she asked me this question," or told me this. That's bad. That's a bad reputation right there. We've got to fix that.

One of the other advantages that I think is important to note is that intake specialists are human. As a human, everybody has a bad day. You can't help but bring that into work with you. I have a bad night's sleep and I am worthless the next day. It happens to everybody.

But if you can have that first line of introduction never have a bad day, how great would it be to just be able to bring all that information every day to the closer who can close then and there?

You bring up a couple of points there. Number one, what you just said differently is, imagine if you can guarantee a response every single time. Imagine that. Who would not sign off on that?

Now let's go one step further. Your intake specialists are human beings and they have feelings. Traditionally, there's 80% of people they're speaking with they can't help, and they can be long conversations, and they can be with people who are getting frustrated with them because we can't help. Now they're really emotionally exhausted.

Hopefully they get some of the 20% of the calls that they can help, and hopefully they're on their A game and they're feeling good about it.

Now imagine putting them in a position where all day long, maybe not as much in terms of frequency, but every call they get on is with a real potential client, a real qualified claimant. Do you know how much better that job is for the intake specialist, to feel so valuable that they're just speaking with people who they can possibly help? That's huge. That's the type of job that intake specialists want.

They don't want to come to work and at the end of the day someone says, "So how many calls did you take today?" and you go, "I had to talk to about 74 calls." Okay, it's a big number. "How many qualified?" Two. Man, 72 people you spoke with were disqualified. That seems like the worst day. I just wasted my day.

Now go the other way around. You're using Capture Now. There's triage. All qualified. They get pushed to you. At the end of the day, "Hey, how many calls did you take today?" "About 18." Pretty good. Not a lot of calls. "How many did you qualify?" "16." That's awesome.

That's what we're talking about here. I think that's the future. It's the present for many firms.

From Bold Experiment to Business Requirement

For the firms that are still hesitant about it, what I'll say is this. A year and a half ago, AI was for the bold. It was really for those folks who said, I want to try something new. I'm aggressive. I don't mind the risks associated with it. Most of those folks are really ahead of the game.

But right now, AI is not for the bold. AI is required. It's really required for no matter what business you're in. If you're not leaning on it, you're leaving a lot of money on the table.

And that's true. I remember a year and a half ago, two years ago, when it was just rolling out and hearing some horror stories, because people were not in a mindset where they wanted to talk to AI. It was obvious that they were talking to AI and it wasn't necessarily helpful. It was rough. It was really rough. But that's going to come with being the initial product tester and integrating it there.

If you think about how far AI has come, and just the ability to generate images, two years ago we were all making fun of the models that had 12 fingers. Now you really can't tell a whole lot of difference. The advancement in imaging alone, now translate that over to conversational AI or email. It's becoming a very blurred line.

Yes. I think like anything new, we have to get used to it before it becomes a standard. You think about DoorDash or some of these other delivery options. I was very hesitant about using these companies. Who's going to be driving them? Where are they getting the material from? How long is it going to take? All valid concerns, by the way.

But once you jump in and you start using it, you go, how did I do this without this before? What was I doing? How is it possible?

That's where we're at.

What Clients Actually Want

I've talked to a conversational AI bot. I can tell because I hear the calls. I listen to a lot of calls, and I can tell that the overwhelming majority of people are valuing the ability to share their story over whether I'm speaking with a human being.

For them, they have a goal. They have this challenge, this problem, this issue. Because speed is part of the solution, they're now willing to disregard the fact that it's not a human being if they're going to get this speed that they wanted.

They just want to share their story. If they can share without somebody asking for you to repeat yourself, without someone spending four and a half minutes on your contact information before they get to the reason for your call, those are big pluses. Huge pluses.

We as business owners, as law firm owners, as people who represent claimants, have to stop pretending. I love when I hear an old-school law firm owner say, "No, no, no. People who call my law firm, they want to speak to human beings. I'm going to make sure they speak to human beings."

That's what you think they want. You think they want that because you're a traditionalist, and I value that. I really do. I respect that.

But what they really want is speed. They'll take a conversational AI voice bot if they can get there and tell their story right now over a human being in 12 minutes every single time.

And by the way, we also have options. If someone says, "I want to speak to a human being," great, we're going to forward it through to a human being, and then you get that intake specialist who is really excited because they can go help somebody right now as opposed to wasting their day with the majority of people they can't help.

Why Giving Clients a Choice Matters

I think that is the stepping stone there, especially for those who have hesitancy that they're going to be missing clients. If you provide the option, then you truly know what people are wanting.

If they are comfortable sharing their story with the AI and having that speed of service, versus somebody who calls who is a traditionalist, I know that for me personally it would depend on the situation. If I am in that urgency, active decision-making mode, then yes, I'm going to want that information as quickly as possible. But if my process is a little slower, if I want to make sure that somebody is understanding the nuances of my challenge, then yes, I might want to talk to a person that I feel can better understand each of these.

I think that by providing that choice, you are showing that you actually care about your client and about what they want regardless of the decision that they make. It says, I am here for you. How do you want to get this done? I think that would speak volumes about a law firm.

It's so interesting you say that. First of all, I agree 100%, but I want to add another element to it.

I agree that options are very valuable because not everybody wants the same path, everybody wants the same thing. What I'm already seeing, and this isn't to take away the options because I think it's really important, we were very, very clear when we created this solution about making sure that law firms still had availability of people for those folks who prefer to speak with people.

We were not looking, and we aren't now and weren't then looking, to say you don't need your people anymore. Not true. You need your people. Maybe not as many people, but you need people.

But here's what's crazy, and it's not a sales pitch as much as an observation. You and I might think, I really need to speak to a human being because I have a complicated situation. In reality, if we had to compare, if we gave both a human being and an AI the same set of facts, and we compared their responses and solutions, I think we would both be taken aback as to how much better the AI really is.

Now, I'm not saying you and I should stop talking to people. Of course, we need that human interaction. But it is unbelievably prepared and knowledgeable on such intricacies that we're not ready yet to accept. But it's there.

Everyday AI Adoption Is Already Happening

Gary, I've got to tell you a funny story that happened yesterday.

I logged into my Gmail account and it was my personal Gmail account. I noticed this new feature on there that was an AI inbox. I was like, oh, that's a little weird, but I clicked on it and it had already gone through all of my emails, itemized my tasks, gave me a button to click once I had crossed off the task. One was signing my child up for her swim meet. I was like, oh, I did forget to do that.

It just had this list of reminders by going through my email. I was like, oh, I do need to add funds to the lunch account and all of this. I never knew that this was even going to show up in my Gmail account.

Now I have the option of looking at my AI inbox versus my traditional inbox, which has clearly failed me because it relies on my human nature to be able to complete all my tasks. I went through my checklist, felt accomplished, and then felt a little disappointed that I didn't have that feature in my regular work email as well.

Right, right, right. So, and it doesn't take away my traditional inbox. I still have the option to go back through all of my emails. But just having the option to use AI to increase those efficiencies, and so my kid can actually buy lunch today, she's pretty happy about that. But having the option in place is a great stepping stone.

I think that people will be leaning towards AI more and more.

Yeah. I think it's such a problem-solving technique for us because right now there are times where something didn't work. You're talking about your Gmail for a moment, but there are times where something didn't work and I would be so discouraged that I have to take an hour out at some point today and call up Verizon or call up my computer company or call up this company. I know it, and I'm just going to allot the time and make this call, and hopefully they can resolve it.

That was three years ago. Now it seems like every single issue I have with a problem or a company, I'll go to whether it's Claude or ChatGPT and I'll say, here's the situation, this isn't working. How do I fix it? Nine out of ten times it's bringing me to the solution.

Who knows how long that phone call would have taken, how long I would have been put on hold, how many people I would have spoken to until I spoke with the right person?

Again, we're all looking for speed to resolution. We're all looking for fast response. Why are we thinking that as a law firm it's any different? It's not any different.

Using AI to Find Leaks and Improve Performance

Just to give you a sense, I created something called the Intake Performance Audit, the IPA. What it does for law firms, it takes all this data into their CRM, and then I use all my methodologies, all the things I've learned over the years consulting with hundreds of law firms, and then I give an order for them once a week and it tells them, here are all your leaks. Here are all your leaks with all of your leads in the last 30 days.

It's this proactive approach because I don't want them to feel like, oh man, by the time I found this, it's three months later. How can we not know about this big case? We have to go look at this report or this dashboard.

One of the reasons that I created that is very consistent with why we have Capture Now. We're trying to solve problems faster. If you're a business owner, you've got to be thinking that way.

You don't have to have all the answers, by the way. Get that out of your head. That's not what this is about. But you do have to have, whether it's AI or whether it's other partners, these solutions and these "here are your problems and here's the resolution" at your fingertips, all day, every day.

You can't just be hoping that, well, since it worked last month, it's going to work this month. We're past that right now. It's moving so fast that we have to be thinking about how do we get more efficient, how do we get more productive, how do we do more with less.

This Is Not the First Workplace Revolution

I think it's also important to note that this isn't the first time that workplaces have been revolutionized by technology and really changed the landscape of how we work.

I think about 20 years ago, 30 years ago now, when I was a kid, my mom went to work. She was a hospital administrator. She had her secretary, Brenda, and Brenda was there to write letters and send faxes, or I don't even know if they had fax machines at that point yet. But Brenda served an integral role in my mom's day.

Now that role has been replaced by email, it's been replaced by PowerPoint. It's been modernized and revolutionized in a way that if somebody were to say, "Hey, my secretary will send you a letter and you'll get it in the mail in a week and let's go ahead and do things that way," they would be left out. You'd be like, this is so archaic.

Now we have this new technology that is once again revolutionizing the workplace in a very unique, special way. But there's no going back now. It's a matter of whether or not you are going to modernize and move forward with it, or whether you're going to wait 20 years and wish that you had now.

Where Law Firms Should Start

I can tell from the conversation and from our prior conversation, you are generally conservative. Before you jump all the way in, you want to try it, which is why we've talked about a couple of times, both on camera and off camera, hey Gary, how does a law firm get involved with Capture Now or AI a little bit before they jump in completely?

I think that the answer really is, let's stick with the lowest-hanging fruit. Your nights, overflow, and weekend.

Usually law firms are either going to voicemail, and your business isn't going to be here in the next six months, or they're going to a call center. If they're going to a call center, I beg you to please just listen to three calls. I beg you.

This is not only call center. It's ultimately acquired, but I know what went into the training and the management and the everyday ensuring of people doing what they're supposed to be doing. It's almost impossible to control that everybody is on their A game all the time to make sure they answer the phone with the right law firm name or follow the right script or with the right goal.

For that, why not go with an inexpensive, much less expensive solution like Capture Now rather than a call center and ensure a level of predictability from both the answering, the conversation, the information retrieval, the integration into your CRM. Check all those boxes. Never again worry about that we missed a call because that's something many law firms are concerned about. We missed a call overnight. We missed a call over the weekend. You'll never miss a call.

That's probably one easy, low-hanging-fruit way to jump in with Capture Now.

Another one, like you said, is the triage. Have Capture Now pick up every inbound phone call and just push the call to the right person, with or without integration. Just ensure again that you never miss a very important conversation with your judge, a doctor, an existing client, someone looking to go somewhere else, or a potential new client.

I think those are your two gateway solutions that, A, you won't be risking too much, and B, you'll learn a lot about whether it fits with what you're doing at the law firm.

And I think that's a great starting point. I love that you do have the flexibility to be able to not necessarily jump in with both feet, because this is a big decision. Intake is a hugely important part of your business and it's risky, especially with the wrong company that isn't quite as advanced as Capture Now is.

Regardless, there is risk that you are assuming when you are handing over parts of your intake process. So I love that you have the flexibility to be able to dip a toe in first and see if this is the right decision for your law firm.

The Risk of Doing Nothing

When you say it's risky, not that I'm doing this for a sales purpose, but it's such an easy story to share. We have a Capture Now client who does criminal defense. They said, Gary, the straw that broke the camel's back for us was that someone called our firm during the weekend, and our call center, an outsourced call center, picked up the call, heard the caller's story, and then responded with, "I think you should turn yourself in to the police."

For that law firm, the risk was, I cannot risk a human being who doesn't know my industry, who doesn't know what we're looking for, saying something, by the way with no bad intent, but saying something that can ruin a life and hurt our business.

People need to understand that, like you said. Is it riskier trying something new? Of course. It's natural to think it's risky. I think you realize it's not as risky as you thought it was.

I would argue, because I know a little bit more given my business and what I've seen, that it's probably riskier to have a stranger that you have not personally trained handle conversations or communication with potential clients or existing clients.

Well, and to that end, any part of your business that you are handing over to someone else to manage, that you are delegating out, whether to AI or to another human, there's a risk that it won't be handled the way that you would handle it.

But as a law firm owner or managing partner, somebody who's still taking cases, you don't have time to make zero risk. You're going to have to assume some risk in order to grow.

I love that point. Great point.

Closing Thoughts

Well, I have loved talking with you about this and learning more. If somebody is interested in talking to you or finding out more about Capture Now, how can they get in touch?

Yeah, reach out, `Gary@capturenow.com`. We have a whole team. Our tech is continuously improving. I think you'll love it. I wish you all the best of luck as you begin to step into the AI world.

My advice to you is don't run away from it. Walk into it. If you're running into it, that's fine. Walk into it, because the survival of your business relies upon it. I wish you the best of luck. You're going to love it.

Lindsay, this is an absolute pleasure. Thank you for your time today.

Thank you so much for coming on, Gary. That's going to wrap up this episode of the Personal Injury Marketing Minute. If you want to learn more about Gary and Capture Now, we will put all of the information in the transcript notes.

If you're a personal injury firm looking for ways to improve intake, get more business, actually calling your intake team, feel free to reach out to me at `Lindsay@OptimizeMyFirm.com`.

Thank you so much, Gary. It has been an absolute pleasure.

Thank you, Lindsay. Have a great day.