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VOLUME 43 | ISSUE 5 | SEPT/OCT 2024
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MEMBER PERSPECTIVE

AI: A Tool for Excellence

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By Melissa J. Bailes
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Addressing the Elephant in the Room — the Fear of Being Replaced by AI

I've seen a lot of changes and shifts in my 20 years as a marketer in the A/E/C industries. From the early days of email marketing to the rise of social media, we've adapted, integrated, and evolved our tactics. But now, with all the buzz about AI, I hear a common concern: Will AI take my job?
The truth is, no, it won't. AI is not here to replace us; it's here to enhance our work. I understand why some might feel intimidated, especially after years of honing their craft. I felt that way at first, too. I was slow to adopt the use of AI in my workflow. After doing research and receiving encouragement from early adopters, I decided to give it a try.
Now that I've started my AI journey, I want to share how it's changing the way I work, how it can support you, and why it's more than just a trend—it's a crucial partner for future success.

Facing Your Fear: AI as a Partner, not a Competitor

Anxiety around the fear of being replaced by AI is understandable. AI can churn out content, analyze data, and manage systems much faster than we can. But here's the thing: AI doesn't possess the human creativity, strategic thinking, or relationship-building skills that are core to what we, as A/E/C marketers and business developers, do. These human elements are irreplaceable in the relationship-driven A/E/C industries.
I believe AI can support us in doing our jobs better, not take them away. For example, with targeted cues, AI tools like ChatGPT can help with content development by quickly generating drafts and organizing ideas. I have found this approach has allowed me to focus on crafting messaging that resonates with our audience while ensuring I touch on all the points that matter.

AI in AEC Marketing: Practical Applications

The key to successfully integrating AI into your workflow is to start small. Pick one or two areas where AI can save you time. For me, it began with using AI for content creation and research. Tools like ChatGPT and Otter.ai helped automate some of the more repetitive parts of my work, like generating initial drafts of case studies or transcribing a meeting and assigning tasks.
Automating repetitive tasks has allowed me to spend more time on strategic planning and creative development. In my day-to-day work, AI has become an invaluable assistant. It helps with tasks that used to take hours, from creating an outline for a cover letter, project approach, or presentation to helping answer subject matter questions when Project Managers are not available.
If your firm has the budget and you can demonstrate value, investing in powerful A/E/C-specific digital asset management solutions like OpenAsset can take organizing and accessing your digital assets to a whole new level of productivity enhancement.
My advice is to dip your toe in the water and experiment with AI in areas that feel manageable.

Embracing AI Fear: Steps to Start Today

My advice is to dip your toe in the water and experiment with AI in areas that feel manageable.
Consider starting with one of these functions:
  1. Automation: Try automating your daily tasks like summarizing long email threads, organizing your Outlook inbox, or creating an action-oriented to-do list with Microsoft 365 Copilot.
  2. Content creation tools: ChatGPT is an excellent resource for drafting content or brainstorming ideas. The 4.0 version has advanced privacy features, meaning you can safely use it for general research or content creation while keeping proprietary information secure. Grammarly is another cloud platform that uses AI as a writing assistant to help with spelling, grammar, and tone. One of my favorite options is its suggestion for word choice or rephrasing. It is available as a plug-in for Word or a web browser extension, and it works across many apps and sites, including Google Docs, Gmail, LinkedIn, Slack, and Outlook.
  3. Social media: I don't manage our company's social media, but I do know that platforms such as Hootsuite and Buffer use AI to schedule posts across your chosen platforms at the best times for higher engagement based on audience activity patterns.
  4. Trend Analysis: In the fast-moving A/E/C industries, staying on top of trends can be overwhelming. Using AI tools that gather and analyze data can give you an edge, helping you spot emerging opportunities, trends, and risks without the manual labor of sifting through reports. Tools specific to our industry include Procore and Oracle Construction Intelligence Cloud.
  5. Photo Editing: Adobe Photoshop's AI tools make photo editing a breeze by handling tasks like removing backgrounds, selecting objects, and filling in content. With features like Neural Filters for skin smoothing and facial adjustments and tools like Sky Replacement and Super Resolution for creative transformations, it's easier to retouch and enhance images efficiently, saving you time and achieving professional results.

Privacy in AI: Keeping Proprietary Information Safe

Privacy is a common topic among my peers, especially when it comes to safeguarding their company's confidential information. It's a valid concern and one that I share.  When using open AI for tasks like drafting proposal content or conducting market research, it's crucial to exercise caution and avoid discussing sensitive, proprietary details. Whatever you contribute to open AI becomes part of the fully accessible lexicon.
That's why I value tools like ChatGPT Enterprise, which places a high priority on privacy. ChatGPT Enterprise's security-centric design includes the following measures: a dedicated workspace with custom data ownership, retention, encryption, and domain recognition. Your data is not used to train open AI. Unless you have a higher-level paid account for your AI tools, I recommend using AI only for general information and publicly available content.
It is worth noting that many AI platforms are working to address privacy concerns, providing security measures to protect user information.

Embracing AI as a Tool for Excellence

Integrating AI into my workflow has been a gradual process, but it's one that I believe will make a lasting impact. AI allows my team to be more proactive and nimbler, providing insights and support in ways we never thought possible. For me, AI is not the beginning of the end but rather the start of something exciting—a new chapter that allows my team to focus on what we do best.
Excellence in marketing isn't just about mastering tools; it's about how we apply them to better serve our clients, foster relationships, and drive strategic decisions. Remembering that AI is only as good as the person using it is essential. Success in the A/E/C industries is built on earning our client’s trust and demonstrating a deep understanding of their needs. Trust and understanding are capacities only humans possess.

AI for the Future: A Starting Point, not a Destination

As we continue to adapt and evolve in this industry, AI will undoubtedly play a more significant role in our work. But rather than seeing it as a replacement for our skills, I encourage you to use AI to free up time for the aspects of your work that require irreplaceable human insight and creativity. I promise this is not the end; it is just the beginning.
Melissa J. Bailes, is the Senior Pursuit Manager at Hedrick Brothers Construction, a commercial and luxury residential construction management firm. Based in West Palm Beach, Florida, Melissa is the current President of SMPS South Florida and serves on the SMPS Southeast Regional Conference Board.
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