Missed calls cost more than ad spend ever will. That’s the hard truth we unpack with criminal defense leader Adam Rossen, who rebuilt his intake around voice AI to capture late-night inquiries, route clients instantly, and deliver a consistent, empathetic first impression every time. Instead of treating intake like admin, he treats it like sales, backed by a clear strategy to become an AI-native firm across the entire client journey.
We walk through the real decisions behind the shift: leaving answering services, testing 20 vendors, and choosing a partner that could handle legal nuance, multilingual conversations, and deep integrations. Adam explains why AWS for telephony and Salesforce for CRM give him the flexibility to scale, how transcripts and QA keep AI on brand, and why clients care more about fast, accurate help than whether the voice is human. For firms on flat fees, the operational gains are even sharper: faster qualification, fewer handoffs, and reliable follow-ups that turn leads into signed cases.
The conversation goes beyond intake. Adam outlines a phased rollout that starts with overflow and after-hours, moves into website chat and video avatars, and expands to outbound sequences that revive old contacts. He calls it the GAS program, give a shit, because it’s about proactive care: checking in on past clients, confirming satisfaction, and asking how the firm can help next. It’s database reactivation at scale, done with warmth and purpose.
If you’ve wondered whether AI can serve real people without losing empathy, you’ll hear how tone training, multilingual switching, and constant iteration create a better client experience than most humans can sustain at 2 a.m.

Reach Adam here:
https://www.rossenlawfirm.com/
https://criminaldefenseinternships.com/

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