How Cint Built the System Legal Never Had

Cint is a global leader in digital insights gathering and measurement, providing the infrastructure researchers and advertisers use to access reliable, high-quality consumer data at scale. Its platform connects customers programmatically with millions of people across more than 130 countries through the world’s largest network of human sources. Listed on Nasdaq Stockholm, Cint operates across complex international markets, with commercial, data protection, IP and contracting requirements managed by a legal team spanning Sweden, the UK, the US and France.

“Being able to encode our own positions, our NDA and MSA playbooks, our liability and indemnity red lines, our data protection requirements — and have the tool apply them consistently was decisive. As a listed Swedish group, consistency on these positions is a governance requirement, not a nice-to-have.” — Isa Romera, Senior Legal Operations Specialist, Cint

Quick stats

• 4 jurisdictions, 1 system: Sweden, the UK, the US and France, all running from the same legal positions.
• 1 system of record: Ironclad, Google Drive, Confluence and Slack feed one place instead of four.
• 40% of a lawyer’s week, back: that is how much routine contract review used to cost the team.
• Counterparty paper: a day or more reduced to an afternoon.

The challenge

Legal work at Cint arrived from everywhere. NDAs, MSAs and counterparty paper came in constantly, each needing to be checked against the company’s positions on confidentiality scope, IP, data protection and firm-wide red lines. Sales and commercial teams had their own steady stream of questions, most of which went straight to whichever lawyer was reachable. None of it lived in one place.

Cint does not outsource this work, so overflow was managed by sharing the load across jurisdictions: lawyers in Europe picked up deals that landed in the morning, and lawyers in the US took whatever arrived in the afternoon. That kept things moving, but it meant knowledge about how a specific issue had been handled before sat in the head of whichever lawyer had dealt with it last.

For a listed group, that was not just inefficient. Applying the same positions in the same way, wherever a document landed and whoever picked it up, is a governance requirement.

Why Wordsmith

Cint evaluated other AI contract review tools, but accuracy was decisive. Wordsmith’s answers and redlines were the closest match to what the team was actually looking for, used language the team would use itself, and intervened at the right level rather than marking up more than necessary.

Other tools often deleted a clause outright rather than adjusting the specific language, or flagged more than was relevant. Wordsmith identified what mattered and edited it precisely in place. That precision made the output something the team could rely on as a first draft instead of a starting point to rewrite.

• Built into the workflow. Wordsmith runs inside the tools the team already uses, so it became the place where requests are captured and handled rather than one more app competing for attention.
• Playbook-led, wherever the request lands. Cint’s NDA and MSA positions, liability and indemnity red lines, and data protection requirements are applied consistently, regardless of jurisdiction or seniority.
• A full picture of the deal. Connecting Ironclad, Google Drive, Confluence and Slack gives the team one place to see a deal’s full history: what it is about and how a similar issue was resolved before.
• Support throughout. The Wordsmith team stayed hands-on from the initial demo through onboarding and into day-to-day use, responding when something needed fixing and helping the team expand into new use cases.

One system, every request

Contract review is one category the system handles. Cint’s #ask-legal channel in Slack is another. A Wordsmith bot searches the team’s knowledge base in Confluence, so commercial and sales teams get answers on process, workflow and routine questions without waiting for a lawyer. Legal gets a record of what was asked and how it was answered instead of the exchange disappearing into someone’s inbox.

The same system turns complex legal positions into charts and summaries for commercial stakeholders on matters that need several people’s sign-off. The same underlying record does two jobs: answering the business directly and giving legal a shared view of what it has already decided.

The impact

• One system, not three habits. Contract review, business questions and institutional knowledge now run through the same place.
• Nothing slips through. Every document is held to the same playbook, no matter who is reviewing or how busy the week is.
• Judgement gets the time back. Hours saved on routine triage go into the negotiations and calls only a lawyer can make.
• The business stops waiting. Commercial teams get answers directly in Slack instead of queuing for a lawyer.

Key takeaways

• One connected system creates more value than isolated tools. Cint brought contract review, business questions and past decisions into one place, giving legal and commercial teams a shared source of truth.
• Wordsmith adapts to the standards your team has already set. Teams can encode their business rules, institutional memory, guardrails and playbooks so the same legal standard is applied consistently across every request, document and jurisdiction.
• Consistency scales without limiting legal judgement. Wordsmith handles repeatable, playbook-led work with precision, giving lawyers more time for negotiations, strategic advice and complex decisions.
• Adoption follows usefulness. When Wordsmith fits existing workflows and produces work aligned with the team’s own standards, it becomes valuable to sceptics and early adopters alike.