CASE STUDY: LAW & SPECTER

The SaaSpocalypse is coming. The threat of OpenClaw and innovations like it put the SaaS business model in real doubt. When AI Agents can work for you day and night, and as LLMs get more accurate at a rapid pace, will we need SaaS and even apps anymore?

It’s no secret that SaaS, Legal Services and Finance are a little stunted in the marketing and brand departments. The traditional path of ABM has been “good enough”, even if the creative industries have been perpetually confused to what good a company LinkedIn post on Christmas actually does.

But 2026 has some of the top SaaS companies waking up, moving ahead of the pack because of one thing: They understand that creative and culture are the most important leverage in our new age of AI. Three AI behemoths, Ramp, Harvey and Legori have all followed suit(s) and they have got everyone’s attention.

Harvey took the leap first, hiring Gabriel Macht, representing himself as Harvey Specter, then Legora rose to the challenge, running a campaign with Jude Law with the tag line “Law just got more attractive”.

Both Harvey and Legora have understood that decision-making has shifted: CFOs are now choosing based on which brand fits best into their world. Because the B2B model has become B2C in the post-AI era… and essentially always was.

There’s no argument you need to have an unstoppable product, but brand is now the differentiator. Whether it’s a partner at an AmLaw 100 firm buying SaaS, or a CEO at an S&P 500 company buying Legal Services, they are adopting affiliation centre of mind. The decision may be driven by the best interest of the firm, but never forget, it’s driven by a decision maker’s need for status and upwards success in their own career. “We use Harvey” over a pint after work gives them infinitely more credibility.

In every category where procurement used to protect mediocre brands, now it’s about who captures attention post-AI.