As technology improves, the virtual/online legal services offering — which is often less costly — increases, and technologies such as machine learning enable the automation of simpler tasks (e.g. contract review, due diligence). Penningtons’ family practice began work with artificial intelligence system Settify in 2019, and could seek to find innovative ways to enhance the experience of its clients in its other areas of expertise. Ashurst Advance Digital is one example of a competitive digital service available to Penningtons’ potential corporate clients. As the traditional line between companies diminishes and firms such as Amazon and Google expand beyond the tech sector, clients’ demands will change and Penningtons will need to offer advice and provide strategies to encompass all aspects of their clients’ interests. Therefore, Penningtons need to actively dedicate resources to focus on meeting the increasing demand for cutting-edge, technologically-advanced, and easily accessible provision of legal services.