From Harvey Specter to Jude Law, legal tech fights for star power

Legal AI is entering a different phase of competition. Until recently, platforms fought on capability: better drafting, faster research, more accurate outputs. Now, as functionality begins to converge, the battle is moving to something less technical and far more visible - brand.

Legora’s decision to front a global campaign with American actor Jude Law is the clearest signal yet.

Brand repositioning

The campaign, built around the line “Law just got more attractive,” leans heavily into image and perception.

By bringing in a globally recognised actor, Legora is attempting to elevate legal AI beyond utility and into aspiration. It is selling identity as much as efficiency - a version of legal work that feels modern, collaborative and, dare we say it, trendy.

This is branding as repositioning: legal AI not as back-office infrastructure, but as something closer to a lifestyle layer for the profession.

Star power strategy

Across the market, competitors are making parallel moves, tapping into recognisable figures and cultural shorthand to cut through noise. Harvey signed actor Gabriel Macht who played Harvey Specter in the TV series Suits, reflecting the same instinct to borrow cultural capital and accelerate trust and brand recognition.

That push extends into sport: Harvey has partnered with Paris Saint-Germain and Fulham FC, as well as the US Open, while Legora has aligned itself with Swedish golfer Ludvig Åberg and baseball superstar Aaron Judge of the New York Yankees.

As more providers enter the space and enterprise adoption increases, technical claims start to blur. Buyers, whether law firms or in-house teams, are no longer choosing purely on features. They are choosing on familiarity, credibility and perceived leadership.

Brand becomes a proxy for all three - and, increasingly, a signal of which platforms have the financial firepower to dominate the market narrative.

Backed by significant funding rounds, leading legal AI players have the resources to invest heavily in celebrity campaigns, global sponsorships and high-production marketing in a way much of the wider legal tech ecosystem simply cannot match.