Telese Zuberer, President, Icard Merrill

July 2026 — Telese Zuberer, shareholder and president of Icard Merrill, spoke with Invest: about AI adoption, firm culture, regional growth, and the future of the legal industry in Tampa Bay. “We have major growth initiatives on the horizon that will make 2027 a very interesting year for us,” Zuberer said.

What changes over the past year have had the biggest impact on Icard Merrill, and how have those shifts influenced the firm’s priorities?

You cannot have any conversation today without including AI and how it is impacting day-to-day business. That includes how we look at clients, how we provide service, and how we get information. AI is inherent in almost everything we are doing, whether it is our software and systems, the information we put together for clients, or how we gather information from clients and resources.

It is no longer something we are simply talking about as being out there. It is becoming more impactful in implementation and in how we proceed with business and work with clients and opposing counsel.

How is AI changing the way your staff works day to day?

We are still unpacking the full impact, but firms across the legal industry are implementing AI within platforms they already use, whether through Microsoft Office, Westlaw, or LexisNexis. Those tools are helping with research and writing and allowing us to generate starting points for documents by incorporating prior work and research.

One of the biggest issues is making sure these systems are closed-source. That is critical in legal because clients may unknowingly place confidential information into open-source AI platforms. We have to educate them on what that means for attorney-client privilege and confidentiality.

AI is not taking over jobs. It is enhancing productivity and helping us assist clients more effectively.

What does the firm’s recent growth reflect about its direction moving forward?

We have definitely grown. We are welcoming new summer interns, and our attorney numbers continue increasing every year. We are also experiencing the most generational expansion we have ever had at the firm, with newer attorneys joining while others are preparing for retirement.

That has created mentorship opportunities in both directions. Younger attorneys learn from experienced attorneys, while older attorneys are also learning new approaches and technologies. We now have more depth and breadth to share from.

The growth in the Tampa Bay area has required expansion on our end as well. To handle the level of inquiries and requests coming in, we needed more attorneys and more support. We have major growth initiatives on the horizon that will make 2027 a very interesting year for us.

How are you reshaping the firm’s culture to attract and retain talent?

Culture is huge for us. Historically, there was an expectation that people needed to be seated at their desks in the office. That does not apply anymore, but we also have not had to implement mandates requiring people to be in the office a certain number of days each week.

That tells me our culture of inclusivity and teamwork is working because people come in on their own. We hear from many firms that they have had to impose office requirements, while we have not.

We also focus on what I call a work-life blend rather than work-life balance. It is not about dividing time equally between work and life. It is about blending the two together in a way that works. That may mean attending a school event during the day and returning to work later, or handling responsibilities from home through Zoom.

We tell people to make it work in the way that fits them best, while still serving clients well. That flexibility has created a culture where people feel accepted and supported.

What trends are reshaping the legal industry beyond AI?

In our area, much of it revolves around property and property values. Tampa Bay is surrounded by water, and waterfront property continues to drive investment and population growth. With that comes increasing regulation at both the state and local levels.

The 2024 hurricane season had a major impact on our region, with three significant hurricanes affecting the area. As a result, redevelopment and infrastructure reconstruction are being closely monitored by zoning and local governments. Questions around density, rebuilding, and land use are influencing many areas of law.

Those issues extend into nearly every practice area, including litigation and family law, because property plays such a large role in people’s lives and finances.

Florida is also discussing the possibility of eliminating property taxes, which would dramatically affect the state’s appeal for investors, businesses, and retirees. All of that ties back into land use, infrastructure, and growth management.

What is the most significant challenge facing the firm and the legal industry?

Talent retention is becoming more challenging as the region grows and opportunities increase. We are focused not only on serving clients, but also on supporting our own attorneys and staff.

Culture plays a major role in that. We want people to feel respected and valued in the same way that clients do. We encourage connection both inside and outside the office, and we want people to feel they have longevity here.

Aside from AI implementation, talent retention and recruiting are among the biggest conversations happening right now because of the rapid expansion taking place across the region.

How does community engagement shape the identity of the firm?

Community involvement is a huge part of what we do. Many of our attorneys are involved in organizations such as the Chamber of Commerce, Leadership Sarasota, and the Community Associations Institute.

We also place a strong emphasis on guardian ad litem work, where attorneys represent minor children in disputes on a pro bono basis through court appointments. That gives attorneys an opportunity to directly serve the community.

We encourage everyone at the firm to participate in something outside the office. It reminds us that we are not isolated businesspeople. We are part of a larger community, and we can have a meaningful impact on the region we serve.

What excites you most about growth along Florida’s Gulf Coast?

We live in an incredibly beautiful area, and people are moving here because they want to be here. There is a certain energy throughout the region. People enjoy the outdoor lifestyle, nature, and the sense of community that comes with living here.

That growth creates opportunities for us to work with people who are investing in and contributing to the region. There is no substitute for geography, and the continued expansion here provides both opportunity and long-term stability for businesses like ours.

What is your outlook for the legal industry in Tampa Bay?

The industry is going to become more efficient as technology continues evolving. AI will streamline certain processes and help us work faster and more effectively, but there is no substitute for person-to-person interaction. If we were having this conversation without seeing each other, we would lose an important part of the connection. Technology can enhance the way we work, but it cannot replace human interaction.

People need people. We will continue using technology to improve the way we serve clients, but not as a substitute for relationships.