As AI makes time a less reliable proxy for value, law firms must shift from traditional hourly billing to data-driven pricing intelligence to capture lost revenue and improve profitability. By leveraging firm-wide performance data, legal practices can optimize how work is delivered and priced, ensuring long-term competitiveness in an evolving market. The debate over hourly versus flat fees is no longer the most important question in legal pricing. The real shift is from lawyer-by-lawyer pricing.