Generic law firms will struggle in the AI era, says Bird & Bird chief

Law firms without a clear specialism risk being squeezed as AI becomes embedded in legal work, according to Bird & Bird chief executive Christian Bartsch.

“If you’re just another generic law firm, you’re going to struggle in this AI-enabled world,” Bartsch told The Non-Billable Podcast.

Bartsch took over in 2022 from David Kerr, who had led Bird & Bird for 26 years and oversaw its international expansion - the firm has more than 30 offices globally. It left his successor with big shoes to fill.

Big shoes to fill

Bartsch said replacing such a long-serving leader inevitably created some uncertainty. Bird & Bird planned the handover carefully, while he spent his first 18 months consulting across the firm through around 40 or 50 workshops.

The result was a new five-year strategy which was an attempt to put more structure around the direction Kerr had set for the firm.

“You need to make your own mark. You need to be your own individual,” Bartsch says. But he describes Kerr as “a real visionary” and sees his own job as building on what his predecessor created.

The strategy targets €1 billion in revenue by the end of the 2029 financial year. With turnover currently at €702 million, the firm must grow by roughly 40% to get there.

“We’re going to make it,” Bartsch says, while insisting the firm will not pursue scale for its own sake.

Recent expansion has included openings in Tokyo, Riyadh and Lisbon, while India is another market Bartsch says he is watching closely.

On the prospect of a merger as consolidation picks up across the market, Bartsch says he would listen if approached but any deal would need to make sense strategically and culturally.

The AI advantage

Bird & Bird has spent decades building its business around technology-led sectors, giving it one of the most distinctive positions in the legal market.

Bartsch believes that positioning gives it an advantage as AI automates routine work and puts a premium on knowhow and judgement.

“Those law firms that have a sector-focused approach are really well placed in an AI-enabled world,” he says.

Listen to the full conversation with Christian Bartsch on The Non-Billable Podcast.