AI or Human Touch? Patrick Hit the Field to Uncover How Home Service Businesses Are Adapting to the Future

The rise of artificial intelligence (AI) is transforming industries across the globe, and home services are no exception.

In my conversations with business owners in the home services industry, one thing is clear: artificial intelligence (AI) is shaking things up. Whether it's answering calls, optimizing dispatch, or crafting personalized marketing campaigns, AI is rapidly changing how businesses operate.

Yet, while the potential is immense, the challenges are equally real. Based on what I've been hearing from these leaders, this article dives into how AI is being used, the benefits it brings, and the concerns that still linger.

AI for Customer Interaction

A recurring theme I’ve noticed is how many home service businesses are adopting AI for customer-facing interactions. One owner I spoke with was particularly excited about AI-driven systems that handle overflow and after-hours calls.

Platforms like ZyraTalk, Infernix, and SmartClose.AI have become popular for answering customer calls when human staff are unavailable. These AI agents can respond to customer inquiries, schedule appointments, and even handle lead follow-ups—all without human intervention. For busy business owners, this has been a game-changer.

Several of these owners shared how AI has helped ensure they never miss a call, especially during peak hours. When their teams are stretched thin, AI steps in to capture essential information and schedule appointments. One owner mentioned that their AI system texts them the relevant call details the moment the call ends, allowing them to stay on top of things.

However, not everyone is sold on the idea of customer-facing AI. Some owners told me their customers prefer talking to humans. One business owner explained that their clients have shown a strong dislike for interacting with AI, preferring the personal touch of a real conversation. On the flip side, others have reported no such complaints, even going as far as to say that AI interactions often fill the gap when their teams are unavailable, and customers appreciate the quick response.

AI for Sales and Dispatch

AI isn’t just being used for customer service—it's also transforming sales processes and dispatch operations. During a recent conversation with an HVAC business owner, they told me about an AI-powered sales coaching tool they use to train their teams. These platforms, designed to give real-time coaching, are helping their salespeople close more deals by offering personalized feedback and strategies.

AI is also revolutionizing sales and dispatch processes. Sales coaching platforms like SalesAsk.com and Rilla use AI to train sales teams, offering personalized coaching and strategies to close deals.

On the dispatch side, platforms like Probook AI and ST Dispatch Pro optimize dispatching. Several business owners are implementing AI tools that optimize technician scheduling. One owner of a growing plumbing business shared how their AI dispatch tool considers everything from technician skill sets to proximity, and even profitability, when assigning jobs. This ensures the best use of their resources and significantly improves the efficiency of their operations.

Interestingly, I’ve heard from owners who say they’re gradually rolling out these AI tools to avoid overwhelming their teams. There’s a learning curve, and not everyone is quick to embrace new technology, so they’re taking the time to get buy-in from their staff before fully implementing AI systems.

AI in Marketing and Operations

In my discussions, it’s clear that AI is also making waves in marketing departments. A few business owners are using AI tools like ChatGPT to streamline their content creation. Instead of spending hours drafting email templates or marketing scripts, these AI platforms are doing the heavy lifting. One business owner shared how they’ve been able to refine their communication with each prompt, saving valuable time.

Others are using AI to automate their Google Ads. One owner of a roofing company explained how their AI platform automatically adjusts their ad spend based on business capacity. This ensures they’re only spending on ads when they can handle additional work, which has made their advertising dollars much more efficient.

Internally, some business owners are also using AI for tasks like creating Standard Operating Procedures (SOPs). A pool service company owner told me that instead of hiring an expensive consultant, they used an AI tool to generate a complete set of procedures in just minutes. It was clear to them that AI not only saves time but also significantly reduces costs in areas like these.

Concerns and Cautions with AI

Despite the obvious benefits, many of the business owners I spoke with voiced concerns about over-reliance on AI. One of the main worries is that AI lacks the emotional intelligence that human interactions provide. In fields where customer service is critical, several owners stressed that AI can’t replace the empathy and intuition of a human conversation.

I also heard some concerns about AI’s accuracy. One business owner shared an experience where their AI system gave incorrect data during a customer interaction. While AI can handle routine tasks well, relying on it for critical decisions, like financial reports or customer KPIs, can be risky. Many of the owners I’ve spoken with agree that AI should be used as a supplement, not a replacement, for tasks that require human oversight.

There’s also the issue of customer perception. Some owners shared stories of customers realizing they weren’t speaking to a human and feeling frustrated by the lack of personal touch. While AI is an efficient solution, it’s important to balance automation with a human touch, especially in service industries where relationships are key.

The Future of AI in Home Services

As I continue to talk with business owners, it’s clear that AI is no passing trend. Many of them compare today’s AI revolution to the advent of the internet. Those who embraced the internet early on are now industry leaders, and there’s a growing sentiment that AI will have a similar impact.

Several owners are convinced that businesses who fail to adopt AI now will find themselves at a disadvantage. AI isn’t just a tool for improving operational efficiency—it’s a way to stay competitive. One business owner told me that ignoring AI today is like the taxi industry ignoring Uber when it first emerged.

However, AI implementation needs to be done thoughtfully. Owners are taking the time to test different platforms and gradually introduce AI into their workflows. One HVAC company owner told me they started small with AI call handling, and only after seeing success did they expand into AI-driven dispatch and marketing. The consensus is that AI, when integrated strategically, can revolutionize operations and give businesses a significant competitive edge.

Final Thought

From my conversations with home service business owners, it’s clear that AI is transforming the industry. Whether it’s handling calls, automating sales processes, or optimizing marketing efforts, AI offers exciting opportunities for improving efficiency and customer satisfaction. However, it’s also clear that AI should be used carefully, with human oversight remaining crucial in many aspects of business operations.

Business owners who are willing to experiment with AI and find the right balance between automation and personal interaction will likely thrive in the years to come. Ignoring AI, on the other hand, could leave businesses struggling to keep up as competitors gain the upper hand. As one owner put it, “AI isn’t the future—it’s already here.” The question is, are you ready to make the most of it?