Blake Gibson launches AI-native law firm and legal AI consultancy

Veteran legal and technology executive Blake Gibson has launched Gibson Counsel, an AI-native law firm for tech and AI companies, and Alloy, a consultancy that helps legal teams adopt AI. The dual launch aims to serve both companies building with AI and legal departments under pressure to modernize how they work.

Why it matters: - Gibson is targeting two fast-moving legal markets at once: startups that need embedded commercial counsel and legal teams that need practical AI adoption support. - The launch reflects a broader shift in legal services toward AI-assisted delivery and in-house style support for technology companies.

What happened: - Blake Gibson announced two new ventures on July 6, 2026: Gibson Counsel and Alloy. - Gibson Counsel is an AI-native law firm aimed at tech, SaaS, and AI companies. - Alloy is an AI consultancy for legal teams and is not a law firm. - Gibson framed the launch as a response to companies building with AI and legal teams that must adopt AI to keep up.

The details: - Gibson Counsel offers fractional General Counsel or fractional Deputy General Counsel services. - The firm focuses on AI governance and contracts, technology transactions, trademarks and branding, product and IP counsel, and M&A legal strategy. - Gibson Counsel positions itself as embedded in the client’s business, with a focus on learning the product, team, roadmap, and risk profile. - Gibson said the firm uses AI and modern legal technology to provide faster, more efficient, and more cost-effective counsel. - Alloy helps legal departments and law firms become AI-ready across three pillars: People, Process, and Technology. - The People offering includes training and one-on-one coaching. - The Process offering includes AI-first workflows, agentic creation, and roadmaps. - The Technology offering includes vendor selection, implementation, and workflow enablement. - Gibson said Alloy is designed around how legal teams actually work. - Gibson Counsel links to the company's LinkedIn profile.

Between the lines: - Gibson is leaning on experience that includes legal, operating, product, and AI rollout work to differentiate the two businesses. - The strategy suggests one brand for legal service delivery and another for transformation consulting, which could let Gibson serve both buyers of counsel and buyers of change management. - The pitch also signals that AI adoption in legal services is moving from experimentation to operating model change.

What's next: - Gibson Counsel will likely compete for technology companies that want senior legal support without hiring a full-time general counsel. - Alloy will likely sell into legal teams that need help selecting tools, redesigning workflows, and training staff. - Gibson said the companies are built to support legal teams that must become AI-native, suggesting ongoing demand for implementation help rather than one-time advice.

The bottom line: - Gibson’s launch pairs AI-enabled legal services with AI adoption consulting, aiming at both sides of the legal market as technology companies and legal teams reshape how they work.**}