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Driving AI adoption in a high-stakes contact center
What any brand can learn from how Morgan & Morgan embraced AI
July 30, 2025 • 5 minutes
In the legal world — where precision, urgency, and compassion must work hand-in-hand — embracing generative AI solutions might seem risky. But for Morgan & Morgan, America’s largest personal injury law firm, AI adoption has become a competitive advantage rather than a gamble. By integrating generative AI into their contact center with LivePerson, they not only enhanced operational efficiency. They also elevated both the client and agent experience.
Our recent webinar unpacks their journey and offers lessons for organizations navigating AI adoption challenges in high-stakes, regulated environments. Tune in for the full details, or keep reading for a recap.
The challenge: High volume, high expectations
Morgan & Morgan fields over 2.5 million calls and more than 400,000 SMS messages each year. Most of these interactions aren’t casual inquiries — they stem from life-altering events like car accidents or personal injuries. Clients demand speed, clarity, and above all, compassion.
The firm historically relied heavily on voice interactions. But they recognized that today’s consumers prefer messaging and expect the same level of service across every channel. Scaling to meet these expectations without overwhelming staff or compromising empathy? That’s a challenge.
This situation mirrors a common hurdle across industries. Globally, 72% of businesses have started using AI programs for at least one business process or function, but 42% cite organizational resistance and implementation complexity as the top blockers.
These AI adoption challenges are real, but they’re not insurmountable.
The shift to messaging and generative AI technologies
Directors Anthony Solis (Technology) and Stephanie Rosario (Service Delivery) helped lead Morgan & Morgan’s contact center transformation. They needed to meet their customers’ need for connection and immediacy at scale. Here are a few tips from the webinar on how they implemented their AI strategy effectively:
Step 1: Meet customers in the moment
The firm started mapping out the most common entry points and friction zones for customer engagement. To make that initial customer experience seamless, they worked with LivePerson to turn static billboards, website pages, and social media ads into two-way messaging touchpoints.
Now clients can reach them the moment they see an ad — without switching channels.
“Now when someone sends a message to us, it goes directly into LivePerson where an agent can respond in real time. It turns static ads into two-way conversations. We’re meeting clients where they already are — without driving them out of their preferred channels.”
~ Anthony Solis, Director of Technology at Morgan & Morgan
This shift from a call-first to a messaging-first contact center laid the foundation for adopting AI initiatives.
Step 2: Design AI with empathy
Messaging created flexibility. Artificial intelligence created scale. But empathy remained non-negotiable.
They used AI technologies not to replace human agents, but to filter out noise. When Morgan & Morgan opened more messaging channels, they saw a spike in volume — including spam, duplicate questions, and low-quality leads. Generative AI tools helped them triage, routing real clients to agents and filtering out junk.
The bots were trained with natural, respectful language, and they step aside the moment emotional distress is detected.
“We’re not just automating for efficiency — we’re automating with empathy in mind,” Rosario emphasized. “Our bots know when to take a step back. The moment a client expresses urgency or distress, it escalates immediately to a live agent.”
This human-centered approach is essential, especially for emotionally charged conversations. As Solis explains in the webinar, “In high-stress situations, people expect a human. If they don’t feel heard, they’ll disengage.”
Step 3: Integrate AI, data, and business systems
One of the most powerful enablers of Morgan & Morgan’s AI adoption was integrating the right data and core business systems to make conversations personalized and seamless.
Integrations between Salesforce and LivePerson ensured agents had full conversation histories and summaries — critical for sensitive legal matters. They also implemented UTM tracking to identify which landing pages and ad channels drive the most engagement, refining their marketing strategy with hard data.
Overcoming common AI adoption challenges
The results speak for themselves: Response times dropped to under 30 seconds, conversion rates for qualified cases increased, and — here’s the key — AI adoption didn’t reduce headcount. It amplified it.
Agents no longer waste time on repetitive tasks. Instead, they focus on high-impact, emotionally complex cases. In fact, Morgan & Morgan is testing additional AI agent assist tools to give their reps real-time access to internal knowledge bases during conversations.
“AI hasn’t just improved performance,” Rosario said. “It’s elevated the experience across the board. We’re not taking agents out of the mix. We’re giving them more tools so they can do more.”
Morgan & Morgan’s success here wasn’t luck. They avoided many of the common pitfalls that stall AI rollouts:
| AI Adoption Challenges | Their Solution |
|---|---|
| Fear of job loss | Reframed AI as a tool for empowerment, not replacement. |
| Noise and spam | Used GenAI tools for intelligent routing and filtering. |
| Loss of human touch | Designed bots with emotional intelligence and smooth escalation paths. |
| Compliance risk | Implemented guardrails, legal reviews, and limited sensitive data capture. |
| Fragmented systems | Integrated CRM (Salesforce) and messaging (LivePerson) for a unified agent view. |
Best practices for AI adoption from the front lines
Solis offered actionable tips for other organizations considering AI:
- Understand your friction threshold: Know how much automation your customers will tolerate before expecting human interaction.
- Start small: Focus on low-risk, high-volume use cases first. Prove value before scaling.
- Design with empathy: Tone and timing matter. Make your AI agents or conversational AI chatbots emotionally intelligent.
- Map your customer journey: Only by understanding where clients get stuck can you automate strategically.
- Measure and adjust: Use conversational intelligence to constantly refine.
AI adoption is about the human experience
Morgan & Morgan’s journey proves that AI adoption — especially in sensitive, regulated industries — doesn’t have to compromise empathy or professionalism. When done right, it enhances both.
Their results aren’t just numbers. They’re proof that thoughtful AI implementation can empower people — clients and agents alike — while transforming operational efficiency.
If you’re a business leader considering AI-powered advanced technologies for your contact center, their story offers a blueprint: Start small, lead with empathy, and build with the right partner.
Want more guidance on AI adoption?
Watch the full on-demand webinar or talk to LivePerson about how conversational AI can turn complexity into connection.
