How AI is Re-shaping Marketing in the Built Environment

It could be argued that the built environment plays a fundamental role in the function of everyday society; operating as an economic engine providing the country’s infrastructure, it is therefore no surprise that the year-on-year growth in the total number of construction firms has largely increased. So, how does one, say small Ai technology company, market itself in this concentrated industry.

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Artificial intelligence (AI) is rapidly transforming how businesses approach customer engagement, and the construction sector is no exception. By leveraging AI's analytical power and automation capabilities, construction companies can streamline marketing efforts, target audiences with laser precision, and ultimately win more clients.

The marketing world has witnessed a surge in AI adoption, and with good reason – its benefits seem to multiply endlessly. But for me, the most transformative power of AI in marketing lies in its ability to speed up processes at an astonishing rate, reducing tasks that once took weeks down to days. In the past, segmenting your customer base to target the right audience could take weeks of sifting through data. But AI has changed the game. AI-powered marketing tools can now analyse massive datasets in minutes, uncovering hidden patterns and grouping customers with similar characteristics.

Marketing in the built environment, as in many industries, can be comprised of repetitive tasks. From scheduling meetings to summarising reports and crafting basic content can eat away at valuable time for creative strategy and client engagement.

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AI can automate those tedious administrative tasks, freeing you to focus on the big picture.

Instructing AI to generate content can be a useful starting point for when you have a mind block, or when you just don’t know how to formulate what you want to say. Take this blog for example, in some instances I knew the information and messages I wanted to convey, but getting it down in a clear, engaging way felt like an obstacle. The solution? I fed my initial thoughts into an AI tool and quickly, I had a well-structured, readable draft paragraph ready to refine.

Content creation is a constant challenge for marketers, struggling to stand out from the crowd in oversaturated industries. But AI tools like Synthesia are changing the game. This platform uses artificial intelligence to generate realistic videos featuring human avatars that speak your script. Traditionally, creating these videos meant wrestling with technical hurdles, editing marathons, and countless retakes. While scripting remains essential, it's practically the only step you need to worry about. While AI can be a valuable partner in content creation, it can't spark entirely original ideas. Trained on vast libraries of existing information, AI alters and refines what it's learned, limiting it to variations on existing themes. True creativity thrives on defying the norm. While AI excels at recognising and replicating established patterns, it struggles to break free and generate something truly ground breaking and unexpected.

So, what is the underlying benefit of all these applications? Speed. AI streamlines your workflow, giving you back precious time to focus on what matters most – developing impactful marketing campaigns.

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While AI is a powerful tool, it’s important to be aware of its limitations. Although AI can be a content powerhouse, it can struggle to capture the human element that truly connects with audiences. AI-generated content can sometimes sound monotone and lack the emotional resonance that sparks engagement. To ensure your content resonates, a human touch is essential to add a natural voice and emotional connection.

Accuracy is paramount in marketing, especially for complex topics. AI can be prone to factual errors, particularly in niche fields like Safety Case Reporting. Human oversight remains crucial to guarantee the credibility and accuracy of your marketing materials.

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At first glance, AI and building safety might seem like two scary topics. The recent Building Safety Act 2022 has intensified the focus on building safety, putting pressure on the industry to prioritise accountability and resident well-being. Meanwhile, some fear AI will eventually replace human jobs, eliminating the need for human interaction altogether.

In the fast-paced world of construction and the built environment, keeping up with the latest regulations (like the Building Safety Act) and market trends can feel like a constant juggling act. This is especially true for marketing teams, who are often burdened by administrative tasks while simultaneously striving to create impactful campaigns. This is where AI can step in as a game-changer.

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The built environment and construction industry is on the cusp of a technological revolution, and AI is poised to be a driving force. By leveraging AI's power to automate tasks, analyse data, and even generate content, companies can streamline their marketing efforts, target audiences more effectively, and ultimately win more clients. However, AI is a tool, not a replacement for human creativity and oversight.? For marketing in the built environment to truly thrive, it requires a collaborative partnership – the efficiency and speed of AI working in tandem with the human touch for emotional connection, accuracy, and innovation.