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OPINION
Utilizing technology built around your best work can become an inspiration tool for marketing teams. How AI can enhance human creativity
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O ne of life’s great injustices is that time is finite. When our days are controlled by never- ending to-do lists, it can leave little time for moments of curiosity and discovery that make our work really stand out in a crowded field.
As the marketing team for a design firm, much of our time is spent laboring over content creation and organization, compiling information for a variety of different packages, depending upon the need and audience. Thus, we were intrigued when a partner told us about a new AI platform specifically designed for the AEC industry. The platform – Joist AI – was created by an individual with more than a decade of experience in the general contracting and construction industry, making him keenly aware of our own internal pain points and needs. Joist AI is a “content enablement platform” that stores marketing content in a private hub, enabling teams to quickly curate and customize content for a variety of different outputs. While this sounds great, before we snapped into adoption mode, we had to understand what the use of this tool would mean for our firm. AI has
been something of a question mark within our industry, and we knew we needed to tread carefully by first deciding how we would navigate the pros and cons of the technology. This meant setting security parameters, expectations, and more. Yes, AI could alleviate some of our work, but it would take thoughtful effort to get the ball rolling. Acting with intention is one of the most important aspects of embracing new technology, and AI is no exception. After all, AI is only as good as the information it receives. You can think of it as any living creature – if you feed it well, expect it to bloom. Being the strategic and thoughtful designers we are, this process started with building a solid foundation. We only fed the AI platform with our best content. Building that database meant reviewing and editing our existing material, versus dumping everything in. We removed sensitive and outdated information, for
Kate Gray
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THE ZWEIG LETTER MAY 26, 2025, ISSUE 1587
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