Why AI Is a Business Strategy, Not Just a Tool- Insights for AEC Firm Leaders
- 7 min read
- July 1, 2025
Fresh from Austin with practical AI adoption strategies, industry challenges, and actionable takeaways that every architecture leader needs to know.
I just got back from AEC Innovate 2025 in Austin, and I’m full of insights. AEC Innovate is a conference for the AEC industry hosted by PSMJ Resources, a company that helps AEC firms improve business performance through executive education, publishing, and conferences. This wasn’t just another industry conference, it was a reality check on where AI is heading in architecture and construction. After three packed days of keynotes, case studies, and networking, I’m more convinced than ever: AI isn’t just another tool to add to our toolkit. It’s a fundamental shift that will reshape how we create, deliver, and scale value as architects.
Let me walk you through what I learned and why it matters for your firm.
The Conference Experience
I had the opportunity to attend the AEC Innovate 2025, held at the beautiful Fairmont Hotel in Austin. With approximately 350 attendees, it struck the perfect balance; intimate enough for real networking but big enough to feel impactful.
The expo hall was buzzing with startups that caught my attention: d5 render for visualization, Knowledge Architecture for AI-powered intranet search, OpenAsset for creating high-quality proposals, Snaptrude, and Twinmaster for digital twins
The Strategic Framework That Changed My Perspective
One of the most valuable sessions came from Dr. Sam Zolfagharian, AI strategist and author of “Disrupt It.” She broke down AI adoption into four types, and honestly, it was like looking in a mirror:
- Tinkerers – Experimenting without structure
- Adopters – Using AI for specific tasks
- Strategic Innovators – Transforming business functions with AI
- Transformers – Rebuilding entire business models around AI
Here’s the thing that hit me: most firms today are still just tinkering or adopting. But the ones that move to strategic innovation and transformation? They’re going to leave everyone else behind.
Her key insight really stuck with me: “AI isn’t about tech—it’s about transforming how you create, deliver, and scale value.”
What I Learned from the Firms Actually Doing This Right
Populous: Thinking Global, Acting Strategic
Alex Gordon from Populous’s Brisbane office gave one of my favorite presentations. These guys have 32 offices across five continents—they know stadiums and large-scale venues like nobody else. What impressed me most? They’ve built a dedicated digital team with BIM managers, data scientists, and developers all working together.
What really resonated with me was their philosophy:
- AI as amplification, not replacement of human creativity
- Transparency with both staff and clients about AI implementation
- Responsible upskilling and continuous learning
- Data ownership including prompts and outputs
- Internal AI committees for compliance and standards
The message was crystal clear: don’t wait for AI to shape your firm—you need to proactively shape your AI strategy first. Start small, but start now.
Corgan: The Methodical Approach That Actually Works
Bob Rayes and Chad Speas from Corgan really impressed me with their no-nonsense approach. This firm has grown from 400 to 1,200+ employees in just a decade while dominating aviation and data center design. They’re not treating AI like some shiny new toy—they see it as supportive technology that needs to be woven into everything they do.
What I loved about their framework:
- Disciplined, participatory approaches grounded in real ROI
- Structured experimentation with focused frameworks
- Design value enhancement beyond mere efficiency gains
- Cultural integration rather than siloed AI initiatives
Shepley Bulfinch: Simple Solutions That Work
James Martin, CIO at this 200-person national firm, gave me two ideas I’m definitely stealing:
- AI-powered knowledge search – Accessing decades of institutional knowledge from recorded content, learning sessions, and firm discussions
- Contact data validation – Using AI to enhance CRM accuracy and maintain clean, reliable contact databases
His biggest lesson? “Hoarding data is good.” The more quality data you have, the more valuable your AI becomes. Simple, but brilliant.
NVIDIA Dropped Some Truth Bombs
Sean Young, Director of AECO, Geospatial, and AI Solutions Industry Marketing at NVIDIA, delivered a wake-up call presentation. Here’s a stat that should make every architect uncomfortable: despite having CAD and BIM for decades, construction productivity has only improved 1% annually. One percent! Meanwhile, other industries are racing ahead.
Their Omniverse platform is doing some wild stuff—real-time digital twins of entire cities, even Earth-2 for climate change modeling. Instead of those compute-heavy traditional simulations we’re used to, AI can predict physical outcomes instantly using neural networks.
The message that stuck with me: “The most disruptive time in history is now. AI won’t take your job—but someone using AI might.”
The Reality Check: What Everyone’s Struggling With
Let’s be honest—it wasn’t all success stories. The conference discussions revealed what we’re all dealing with:
- Inconsistent AI results and accuracy concerns
- Data security and IP protection worries
- Regulatory compliance uncertainties
- Balancing innovation with client trust and internal governance
But Here’s Why We Can’t Ignore This
Brett Tushaus, VP of Product Management at Deltek, dropped some statistics that should get every firm leader’s attention:
- 67% of firms expect to lose market share within two years if they fail to progress in digital transformation
- 72% of firms agree that successful AI implementation improves job satisfaction
- 74% believe AI will provide competitive advantages
The C-Suite AI Adoption Playbook
Brett Tushaus also presented insights from Deltek’s research report “The C-Suite’s Playbook on Gen AI Adoption.” Created with AI expert Walter Pasquarelli, this practical framework includes five essential pillars:
1. Strategy & Scope
Align AI initiatives with specific business goals and measurable outcomes rather than pursuing technology for its own sake.
2. Foundation & Infrastructure
Leverage existing tools properly to generate useful, clean data that can fuel AI applications effectively.
3. Governance
Establish AI councils and regularly update policies to ensure responsible, compliant implementation.
4. Evaluation
Define success metrics clearly, then consistently measure and share results across the organization.
5. Culture
Empower staff at all levels to explore AI—often the most innovative applications emerge from junior-level experimentation.
My Three Biggest Takeaways That Will Change How You Think About AI
After three days of absorbing all this information, here’s what really matters:
1. AI is a Strategic Business Decision—Not Just a Tool
This isn’t about buying new software. AI represents a fundamental shift in how firms create, deliver, and scale value. If you’re a CEO or managing director, you need to see AI as a core strategic decision that could completely reshape your business model, change how your teams work, and redefine how you deliver services.
2. Your People Are the Key to AI Success
Here’s what I noticed about the successful firms: they’re investing in people first. Upskilling, clear communication, responsible adoption—that’s where they’re putting their energy. AI should be embedded in roles, culture, and systems, not stuck in some separate “innovation department.” Success happens when you combine human creativity with AI capabilities in ways that actually improve both client outcomes and internal operations.
3. Start Using AI Strategically, Not Just Testing It
While most architecture and construction firms are still just playing around with AI or using it for basic tasks, the industry leaders are using it to completely transform how their businesses operate. The competitive advantage is going to go to firms that move beyond basic tools to strategic, organization-wide implementation.
The Bottom Line: This Is Your Moment
AEC Innovate 2025 wasn’t just another industry event for me—it provided real clarity on where AI is heading in architecture and construction. I walked away inspired and ready to implement what I learned.
If you’re leading a firm and you want to move beyond basic AI tools, this is your moment. AI isn’t just a tool—it requires holistic thinking about your business model, culture, and value proposition.
My advice? Start slow, start now, just start. The firms that embrace this transformation today will be the ones shaping the industry tomorrow.
Stay Connected for More AI Insights
Ready to dive deeper into AI strategies for architecture? Here’s how to stay updated:
🎧 Listen to the AI for Architects Podcast – Get weekly episodes featuring the latest AI tools, industry insights, and expert interviews tailored specifically for architecture professionals.
📧 Subscribe to the AI for Architects Newsletter – Receive curated AI updates, tool reviews, and practical implementation tips delivered directly to your inbox.
🌐 Visit MGS Global Group – Explore more in-depth articles, case studies, and resources on AI transformation in architecture and construction at our website.
Additional resources mentioned by speakers include Dr. Sam Zolfagharian’s book “Disrupt It” and NVIDIA’s Omniverse platform for digital twins and predictive modeling.
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