Forbes Solicitors, a leading law firm founded 200 years ago, is one of the largest in the region, employing 380 staff across 11 offices, including its headquarters in Preston.

As part of its ongoing digital transformation, the firm has focused on adopting AI to streamline internal processes and enhance service delivery.

The insights gained from the Digital Acceleration in Professional Services (DAPS) programme have been instrumental in the firm’s efforts, guiding staff engagement, training, and the trial of new technologies. This initiative is being spearheaded by Colin Pendlebury, IT Director, and Michael Houghton, IT Operations and Support Manager, both of whom participated in the programme.

A key factor in Forbes' progress has been fostering the right culture across all levels of the organisation. Engaging staff from apprentices to partners has been vital. This prompted a series of training sessions covering AI history, models, use cases, and practical tools, which helped staff understand the potential of AI.

Colin commented: “Watching everyone get hands-on with the tools was a real 'wow' moment. People realised the potential and power of these tools, which helped us gain buy-in across the organisation and secure leadership sponsorship. When it comes from the top down, the right culture can emerge.”

The firm has since identified AI champions in each department to drive adoption and manage feedback. To further guide AI adoption, Forbes implemented an AI research policy and created a register of AI products to track progress, share knowledge, and prevent unauthorised use.

DAPS also helped Forbes refine its AI adoption strategy, ensuring alignment with the firm's broader goals.

Colin explained: “By refining our strategy, we have been able to accelerate our approach and make quicker decisions. We’ve also learned the importance of short-term deadlines to maintain momentum.”

One major outcome of this strategy is the Compliance Chatbot project, aimed at automating routine compliance inquiries and improving productivity. The chatbot will provide employees with 24/7 access to accurate, up-to-date guidance, reducing low-level inquiries to the compliance team and allowing them to focus on more complex cases. As it scales, the chatbot will support additional regulatory requirements, ensuring it remains effective while seamlessly escalating complex queries to the compliance team.

Looking ahead, Forbes sees significant opportunities for AI integration across various functions, including HR, case prediction, and sentiment analysis to reduce complaints. The firm also plans to leverage advanced data analytics to turn raw data into actionable insights, uncovering trends, fraud risks, and patterns, and developing forecasting capabilities for future challenges.

By embracing these innovations, Colin believes Forbes can provide more valuable services, improve client satisfaction, and stay competitive in the industry.

“Our digital transformation journey is ongoing, with a focus on balancing innovation with practical implementation, particularly in maintaining data security,” he said. “AI is a tool to assist with tasks, not replace people, and embracing it is key to staying competitive. With the right strategy, collaboration, and continuous learning, we aim to deliver measurable value both internally and for clients. The goal of technology adoption and AI integration is not just to compete with larger players, but to position the North West as a leader in digital innovation.”

Though Forbes had already started exploring AI before the programme, DAPS helped solidify their knowledge and introduced new, practical approaches.

Forbes also gained valuable insights from collaborating with other professional services providers through DAPS.

Colin noted: “One of the key takeaways from the programme has been that while there’s a lot of hype around AI, we’re all in the same boat. We’re all trying to figure out how to use the technology more effectively.”

The firm is now exploring further engagement with Lancaster University, including student internships and Knowledge Transfer Partnerships, to continue its digital innovation journey.

DAPS is part-funded by the UK government through the UK Shared Prosperity Fund and is delivered by Lancaster University as part of the Lancashire Universities' Innovation Programme.

The UK Shared Prosperity Fund aims to improve pride in place and increase life chances across the UK by investing in communities and place, supporting local business, and developing people and skills. For more information, visit UK Shared Prosperity Fund Prospectus.

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