Our approach
The AI Gap
Most agencies now use AI somewhere in delivery: drafting copy, generating concepts, analysing data, writing code. Very few have updated their contracts to match. Your standard MSA and SOW were probably written before any of that, so they say nothing about AI, or may make promises that are no longer safe to give.
That gap creates four risks. Ownership: who owns AI-assisted work is an unsettled area of law, and your contract may promise a client rights you can't guarantee. Liability: if AI produces something inaccurate or infringing, an older indemnity or IP warranty can leave you carrying the risk. Disclosure: clients who find out about your AI use after the event tend to lose trust, and some now expect a clear position in the contract. Data: client information going into AI tools raises confidentiality and data protection questions that most terms don't answer.
How the review works
We start with a call to understand your agency and how you actually use AI. Our lawyers then review your MSA or terms of business and your SOW against that. We make tailored updates covering ownership, liability, disclosure and data protection, and we check the result against the AI tools you use, so the contract matches what happens in practice.
You get your updated documents and a plain-English report that explains every change and why we made it. It's a lawyer-led review, not a template swap, so the advice is specific to your business and your clients.
The fixed price covers one MSA or terms of business and one SOW. Most reviews take two to three weeks from booking to delivery.
Who we work with
This service is built for creative, marketing, digital and PR agencies. If you, or your team, are using AI in client work (formally or not), your contracts should reflect it.
It's a particularly good fit for founder-led agencies that have a standard MSA or terms of business and a SOW template they reuse, and that are starting to get questions from clients about how AI is used. We know how agency contracts are put together and where AI creates pressure on them, so the changes we make are practical and proportionate rather than a long list of theoretical concerns.
Pricing
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Meet the team
Neelam is a corporate and commercial solicitor with a practical, no-fuss approach to helping businesses get things done.
On the commercial side, she works with agencies, tech companies and growing businesses on the contracts that underpin their operations: drafting, reviewing and negotiating agreements across a wide range of commercial arrangements. On the corporate side, she assists overseas businesses setting up in the UK and forming UK subsidiaries, and has experience of M&A transactions and investment rounds.
Before qualifying as a solicitor, Neelam had a career in legal technology, including as Director of Global Product at LegalZoom. She brings that perspective to everything she does: a deep understanding of what good legal service looks like from the client's side, and how to deliver it.
She's also unfailingly cheerful. Even on Mondays.
When Neelam isn't at her desk, she can often be found upcycling old furniture in her shed, discovering new eateries or testing out recipes on friends and family.
From the moment she got involved in her parents' businesses at a young age, Nicole knew she had a passion for helping businesses thrive.
A corporate and commercial solicitor, Nicole focuses on the work that matters most to growing businesses: M&A transactions, investment rounds, shareholder agreements and company secretarial support. She also helps clients navigate the commercial side: negotiating and reviewing contracts, advising on joint ventures, and being a steady pair of hands through transactions of all sizes.
Nicole is also working towards an MBA, which tells you something about her character and her love of business. Her advice is grounded in commercial reality, not just legal theory.
When she's not taking care of business, Nicole likes to read, run, play tennis and attend church.
Alistair co-founded Tend Legal with Shona on a simple idea: that small and medium-sized businesses deserve the same quality of legal advice as large companies, without the large firm experience.
As a solicitor with a broad commercial practice, he advises business owners on the full range of issues that come with running and growing a company. That means employment law: advising on settlement agreements, workforce decisions and the day-to-day employment questions that land on founders' desks. It means commercial work: negotiating and reviewing contracts, supplier agreements, and the commercial arrangements that keep a business running. And it means corporate transactions: from business sales and acquisitions to investment rounds, share structures and restructures.
Before co-founding Tend Legal, Alistair was a partner at Woodfords Solicitors in South West London, where he spent over a decade building a reputation for clear, commercial advice to SMEs. He is known for his calm approach, his ability to cut through complexity, and his willingness to give a straight answer.
When not working or acting as taxi driver to his three children, Alistair can be found riding bikes or skateboards, playing various instruments, or at church.
Craig is a corporate and commercial solicitor at Tend Legal, working with founders, business owners and leadership teams as they build, grow and protect their businesses.
He advises on a wide range of matters: mergers and acquisitions, shareholder agreements, company structures, governance and commercial contracts of all kinds. Craig also has a particular interest in intellectual property, and regularly advises on trademark and copyright matters. His IP work has included a matter involving a Premier League and England international footballer, and advising on a copyright assignment connected to a well-known album cover.
Down-to-earth and easy to work with, Craig places a strong emphasis on clear communication and making sure clients feel confident about the decisions they're making. He works closely with agency and commercial clients, acting as an accessible part of their wider advisory team.
Outside of work, Craig is a keen football fan and enjoys spending time with his family.
Frequently Asked Questions
If you use AI in client work, yes, or at least you need to know where you stand. Most agency contracts were written before AI was part of delivery. They tend to promise clients full ownership of everything you produce, warrant that work is original, and say nothing about who is responsible if an AI tool gets something wrong.
Those terms may have been fine when they were written. Now they can commit you to things you can't fully control. Updating them is a small, fixed-cost job compared with finding out in a dispute.
The law here is unsettled. Whether, and how far, AI-assisted output is protected by copyright is still being worked out, and it depends on how much human creative input went into the work. That makes it risky to promise a client something in your contract that the law may not back up.
We don't try to resolve the law for you. We draft the ownership and IP terms so they are accurate about what you're passing on, protect the tools and materials you bring to the project, and don't leave you warranting more than you can stand behind.
Not as a general legal rule, but there are practical reasons to. Your contract may already contain warranties or confidentiality terms that AI use puts under strain. Some clients now ask about AI in procurement questionnaires and briefs, and an inaccurate answer creates its own risk. And clients who discover AI use later, without having been told, are much harder to reassure.
We help you settle on a disclosure position that suits your business, then build it into the contract in plain language. Being upfront is usually easier, and safer, than explaining afterwards.
This service covers your own paper: your MSA or terms of business and your SOW. When a client insists on their contract, you're negotiating their terms rather than presenting yours, and AI clauses are increasingly common in those documents.
That's a different piece of work, and our Contract Review & Negotiation service is built for it. If you're not sure which you need, tell us what you've got and we'll point you the right way.
We'll ask for your current MSA or terms of business, a recent SOW, and a short description of how AI is used in your agency (the tools, and what for). Then we have a call to talk it through, so we understand your business before we touch the documents.
From booking to delivery it usually takes two to three weeks. You'll receive your updated documents and a plain-English report on what changed and why, so you can explain the updates to your team and your clients.