In the recorded live interview with host Prof. Dr. Alexander Wurzer, Johannes Ernicke, Patent Attorney and Managing Director of patenza, took a differentiated look at how artificial intelligence is currently used in IP law firms and where its real, still unexploited potential lies.

Rather than framing AI as a purely technical topic, the discussion centered on business development, positioning, and value creation for clients. A recurring theme throughout the conversation was that many law firms are still approaching AI from a too narrow perspective.

Why efficiency alone is not enough

Johannes Ernicke made it clear that efficiency gains, faster workflows, reduced manual work, or automation of routine tasks, are only the starting point. While these benefits are real, they are not sufficient to create long-term differentiation. Most firms will have access to similar tools, and efficiency advantages tend to level out quickly.

The more strategic question discussed in the interview was:
How can AI help law firms create better outcomes for clients and, as a consequence, generate new business?

AI and the evolution of client communication

A central insight from the talk was the role of AI in improving how IP services are explained, structured, and communicated. IP advice is complex, and clients often struggle to assess its relevance, urgency, or business impact.

Johannes Ernicke described how AI can support law firms in preparing clearer narratives, structuring advice more consistently, and aligning communication with the perspective of business decision-makers rather than legal specialists. This does not replace expert work, but it enhances how expertise is delivered and perceived.

From AI tools to integrated ways of working

Another important point raised in the interview is that AI creates value only when it is integrated into broader workflows and service models. Isolated use of tools without changes to processes or collaboration patterns rarely leads to strategic impact.

In the recording, Johannes Ernicke highlighted how AI can support internal knowledge management, consistency in advice, and scalable service delivery. This enables law firms to grow while maintaining quality and personal client relationships. This is an increasingly important factor in competitive IP markets.

From visibility to business development

The interview also linked AI to a broader discussion about visibility and authenticity in digital business development. AI can support content creation, preparation, and analysis, but credibility and trust still depend on human expertise. The challenge for law firms is not to automate visibility, but to use AI to reinforce authentic expert positioning.

Deep dive at the next Expert Exchange in Berlin

These themes will be developed further at the upcoming Expert Exchange, where Johannes Ernicke will give a dedicated presentation on:

“AI Opportunities for Business Development in Law Firms”

The session will go beyond abstract concepts and provide:
– an overview of relevant AI tools,
– concrete AI integration approaches,
– and practical examples of how AI can support client communication, IP service development, and internal processes to create new business value.

Find more details about the upcoming event here:
https://ipbusinessacademy.org/authenticity-in-digital-ip-business-development-bringing-the-human-factor-back-into-visibility