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In this episode, I talk with Frank Lazaro, an accomplished inventor, author, co-founder, and chief marketing officer at Sobo, about how AI is shaping AEC marketing & sales, practical steps for implementation, recommendations, and the future of AI in this sector.
Engineering Quotes:
Here Are Some of the Questions I Ask Frank:
- Can you provide more information on how AI is currently influencing marketing and sales in AEC firms?
- How are companies currently implementing AI for product delivery, especially in areas like image recognition, crack detection, and addressing infrastructure defects?
- For AEC firms who understand the potential of AI, what advice do you have to help them use it in their operations?
- How can firms effectively utilize AI to specifically enhance their marketing and sales operations?
- What are your thoughts on possible upcoming advancements in AI?
- With AI companions now common in almost every software for enhanced efficiency, what do you foresee happening in the next one to five years in this rapidly evolving landscape?
- Considering that plans are integral to AEC, how can AI be employed to interpret plans, perform quantity take-offs, and address specific questions, given the relatively niche focus compared to more mainstream AI applications?
- Apart from privacy concerns, what other challenges could AEC firms encounter in adopting AI, and how can they navigate these effectively?
- Does the principle of relying on trust while simultaneously ensuring thorough verification and backchecking remain consistent?
- What advice would you offer an innovation leader to get ready for the constant advancements of AI in this ever-changing landscape?
- What do clients expect when a service provider mentions using AI in their proposal, specifically in terms of faster timelines or influence from recent AI news?
- Do you have any final advice for AEC firms aiming to implement AI not only in marketing and sales but throughout various aspects of their business?
- Why are relationships crucial in firms, especially for connecting with the right people and staying updated on trends, even in discussions about AI and automation?
- How does the non-linear growth of AI make it difficult for people to comprehend and absorb the extensive information associated with its rapid expansion?
Here Are Some Key Points Discussed in This Episode About AI Strategies for AEC Marketing & Sales to Gain a Competitive Edge:
- AEC firms are starting to feel the effects of AI in their marketing. Right now, it’s mainly making things easier in tasks like creating content. As time goes on, AI will likely get involved in the software and tools these firms use, and eventually, it’ll play a role in how projects are delivered. For now, it’s mostly helping with the basics of marketing.
- To smoothly integrate AI into an organization, start by creating a clear AI policy led by an innovative leader. Define what’s allowed and not allowed in AI usage upfront to avoid confusion when tools like Microsoft’s co-pilot are introduced. Acting proactively ensures a strategic approach, preventing the organization from playing catch-up with widespread AI use.
- To smoothly integrate AI in AEC firms, first, identify an innovation leader; then set a clear and open AI policy; consider hiring external help if needed; and prioritize training your team to effectively use AI, maximizing its benefits.
- AI can transform your marketing and sales game. Social media ensures consistent posts by generating and scheduling a month’s content in a day. This not only boosts your relevance but also establishes you as a thought leader. Plus, AI streamlines proposal responses, repurposing existing content quickly, saving time, and making your marketing efforts more efficient.
- Get ready for the rise of private AI, set to address concerns about data privacy. In the coming year, expect Microsoft to lead with Azure solutions, allowing organizations to use AI securely within their data environment. Recent moves, like ChatGPT’s private API, hint at a broader trend of securing AI processes. Simultaneously, major application companies like Uninet and Dell are gearing up to integrate AI seamlessly into their tools, marking a significant advancement in the AI landscape.
- The future of AI is heading toward private AI solutions, providing increased security for sensitive data. Major players like Microsoft are expected to lead in offering private AI services. Additionally, large organizations, from Uninet to Dell Tech and Autodesk, are gearing up to integrate AI into tools, impacting various aspects of business operations. It’s crucial for organizations to assess their current applications and have an innovation leader to research how AI can be leveraged for a competitive edge.
- AI is changing the game by transcribing Zoom talks, storing them in the cloud, and providing quick summaries through smart searches. Microsoft’s Copilot goes a step further, reading and processing emails to suggest responses and enhance efficiency. It’s impressive, maybe a bit intimidating, but the future of AI in simplifying tasks is promising.
- Some firms aim to automate construction document creation, allowing on-the-fly generation based on data, a potentially impressive development. However, it’s crucial to note that many AI companies may face challenges and fail, with major players like Microsoft and Amazon likely to lead. Smaller companies may get absorbed through acquisitions by larger organizations like Dell Tech, leading to market consolidation.
- A hurdle in AI adoption is skepticism, particularly among engineers who question the accuracy of AI-generated content. This trust issue can slow adoption, and while private AI may help by using personal data, overall hesitancy may persist. Recognizing AI as a tool and understanding the trust-adoption link is crucial, with some industry segments adopting AI more slowly due to these concerns.
- AI is a useful tool, not a replacement for humans in fields like architecture and engineering. Like the shift from traditional to digital tools, AI boosts efficiency but needs human input for accuracy. The partnership between AI and human expertise is crucial, and complete automation isn’t expected anytime soon.
- Choose someone younger in the organization who is tech-savvy to lead the adoption of AI, steering away from more skeptical senior leaders. This person should explore how AI impacts internal operations like marketing and project delivery while also considering how clients incorporate AI into their processes. The focus is on understanding the broader impact of AI on both internal operations and client relationships.
- Get ready for client questions about AI by establishing clear data standards and a straightforward policy on its use. Just like past concerns about data retention, clients will want to know if AI was used in what you’re delivering. Many organizations are not prepared for this, which shows the need to create and communicate AI policies.
- Organizations must tackle the impact of AI by identifying leaders or consultants, staying informed, and preparing for its inevitable influence on client expectations and internal operations. Waiting and observing is not viable given AI’s rapid development, and standing still risks falling behind. Embracing AI strategically, even if not immediately, is crucial to avoid perpetual catch-up and ensure a reasonable adoption pace. Ignoring this shift is not a solution; organizations need to proactively navigate and integrate AI into their operations.
- The rapid changes in AI technology make waiting risky, even for those actively monitoring it, emphasizing the need for organizations to engage with AI now to understand its impact and stay relevant in the evolving technological landscape, especially within the firm’s internal relationships.
- Waiting for AI to settle down is unrealistic with frequent new features from platforms like ChatGPT and Microsoft. It requires constant adaptation, making it tough for those delaying engagement. Organizations should designate someone to stay informed and prepared to embrace AI when the decision is made.
More Details in This Episode…
About the Guest: Frank Lazaro
Frank Lazaro is a leader and innovator within the AEC industry, uniquely blending his extensive experience with AI-driven marketing content creation and generation methodologies. With over two decades of experience in marketing, technology, and strategy, Frank has cultivated an impressive track record for creating and marketing revenue-generating solutions.
Frank’s innovative approach is rooted in his solid foundation of industry knowledge. He has held influential positions at global brands like Deloitte, AT&T, and First Data, accumulating valuable experience across various sectors and industries. This, combined with his MBA, unwavering dedication to technology, and transformative power of AI, has kept him at the forefront of the fast-paced, ever-evolving industry.
As an accomplished inventor, Frank holds a portfolio of U.S. patents for business processes and product design, earning him recognition as a true innovator. His natural talent for building highly effective teams and programs has consistently delivered remarkable results, solidifying his reputation as a results-driven executive.
As an author, Frank has penned the “AEC Marketer’s Guide to Artificial Intelligence” and “Let Me Be Frank with You,” showcasing his passion for sharing his expertise and connecting with readers. His books serve as a testament to his depth of understanding and his mission to shape the future of AEC through writings and initiatives that blend creativity with cutting-edge technology.
Frank Lazaro’s passion for technology, innovation, and creating growth-driving solutions is unparalleled, making him an invaluable asset to any organization. He continues to inspire and empower professionals within the industry by sharing his knowledge, insights, and strategic vision.
About the Host: Nick Heim, P.E.
Nick Heim, P.E., is a civil engineer with six years of experience in the repair and restoration of existing structures, and host of the AEC Engineering and Technology Podcast (“AECTECH”), where he brings valuable insights and expertise to listeners worldwide.
Nick’s interests lie at the intersection between the built world and technology, and he can be found looking for the ever-changing answer to the question, “How can we do this better?” Nick can be found on LinkedIn, producing content about the use of technologies in his civil engineering career and small business.
Books Mentioned in This Episode:
AEC Marketer’s Guide to the Artificial Intelligence
Sources/References:
Frank Lazaro’s Website
Sobo
Microsoft
ChatGPT
Amazon
Zoom
Notion
Azure
SharePoint
Bing
Microsoft 365 Copilot
AutoCAD
Connect with Frank Lazaro on LinkedIn
We would love to hear any questions you might have or stories you can share on AI strategies for AEC marketing and sales.
Please leave your comments, feedback, or questions in the section below.
To your success,
Nick Heim, P.E.
Host of the AEC Engineering and Technology Podcast
