A math professor once compared business decisions to compound interest—small changes early on yield outsized results later. In the remodeling industry, that principle is playing out with artificial intelligence. Companies that resist adapting risk losing customers who now turn to chatbots for recommendations, while those that use AI tools are finding new efficiencies and trust-building opportunities.
Shifting Customer Expectations
Dean Curtis, a speaker at the Harvard Joint Center for Housing Studies’ Remodeling Futures Program, shared a stark example: a Texas-based remodeling firm lost 20% of its revenue after customers began using chatbots to find contractors. The firm had relied on traditional methods, unaware that clients now expected instant, data-driven answers to questions like “How much will this cost?” and “Who is reliable?”
“Customers aren’t choosing human contact for its own sake,” said Alec Newcomb, chief marketing officer at Thompson Creek Window Company. His firm tested AI against human call center agents and found that 72-year-old clients preferred AI for its speed and accuracy. “They want competence, not just a friendly voice,” he added.
Related: Lessons in Launching a Small Projects Division
Building Internal Capabilities
Thompson Creek’s success came from investing in data scientists and software engineers. Instead of relying on third-party vendors, the company built its own AI systems, reducing costs and improving control. “Vendors haven’t passed on the dramatic cost reductions in AI,” Newcomb noted. “We built what we needed ourselves.”
Other companies took similar approaches. Paul DesRoches, CEO of Moss Building and Design, trained an AI assistant named Natalie on 7,000 past projects. Employees now use Natalie to validate estimates and check contract scopes. “No one in this company knows all the details of 7,000 projects,” DesRoches said. “Natalie does.”
Human-AI Collaboration
Mark McClannahan, CEO of Mosby Building Arts, created a custom AI model that acts as a “thinking partner” for his management team. The system includes role-specific AI agents: a sales-sidekick that coaches employees on difficult client interactions, and specialists that perform tasks like proposal reviews. “AI does the work, not just advises,” McClannahan explained.
Related: Five Limiting Beliefs Hold Back Success
Michael Anschel, principal at OA Design + Build + Architecture, focused on automating repetitive tasks. His firm built tools to flag construction drawing conflicts and identify compatible sealants, freeing staff from mundane work. “The goal is to get the toil out of people’s way,” he said.
Challenges and Strategies
Each speaker emphasized the need for judgment in AI deployment. Anschel warned that AI defaults to “acceptable” answers, requiring humans to push back. “After the chatbot writes your sales proposal, ask AI to critique it,” he advised. “After it writes code, tell it to find the bugs.”
Sean Corriel, director of product management at Houzz, highlighted how AI-powered visualization tools are reshaping client meetings. Homeowners can now generate realistic kitchen designs in Google before contacting a remodeler. Those who meet clients with similar tools are winning the conversation.
Related: Celebrations That Call For Designing Custom Plaques
Practical Steps for Adoption
Curtis urged companies to identify “explorers, practitioners, and builders” within their teams—people who can integrate AI into workflows. Newcomb suggested appointing champions in each department, organizing data, and experimenting relentlessly. “You won’t have a master plan,” he said. “Start with today’s policy and improve tomorrow.”
These panelists confirmed that the technology is already in customers’ hands. Whether through chatbots or visualization tools, potential clients are researching remodelers before ever making a call. Waiting for a perfect plan could mean losing them forever.
