Technology and AI's Impact on AEC Marketing
How can we adopt technology in a safe and secure manner without being left behind?
ENR reports increasing adoption of BIM, digital twins, and AI-driven project management tools. Prefabrication and modular construction are growing, especially in healthcare and multifamily sectors. Data integration and real-time analytics are becoming standard for large-scale projects. With all of these technologies in the field construction executives are pushing marketing teams to implement more AI and smarter marketing techniques to improve the industry.
Marketing tools in the AEC industry have been evolving rapidly, blending traditional proposal management systems with advanced digital and AI-driven platforms. Firms now rely on tools that streamline content creation, automate repetitive tasks, and enhance visual storytelling.
Platforms like Deltek Vision, Cosential (now part of Unanet), and OpenAsset help manage project data, resumes, and imagery, ensuring proposals and qualifications stay consistent and on-brand. These systems integrate with CRM databases and content libraries, allowing marketing teams to quickly assemble tailored materials for pursuits. Where I've seen the disconnect is compliance. Photos can be uploaded of construction workers on site and there is no safety professional installed in the AI system to catch that something on site isn't safe in the picture.
Tools like ChatGPT, Jasper, and Grammarly Business assist with writing, editing, and tone consistency, while image-generation tools such as Midjourney and DALL·E help visualize conceptual designs or proposal graphics. You can ask these AI tools to write a project approach and it can get close but there is the human element of how your company actually builds that will for sure need to be edited and corrected.
AI integrations are transforming how AEC marketers work but you still have to critically think and edit everything because the tools are not architects, engineers, or builders.
The best integrations in AI are the analytics and data ones that rely less on actual AEC industry knowledge and are just analyzing the data. AI-powered analytics platforms like Buildr can track pursuit performance and client engagement, offering insights that guide strategy.
Within Adobe InDesign, the industry standard for proposal layout, AI integrations like Adobe Sensei automate layout adjustments, image tagging, and content-aware design. Plug-ins such as WordsFlow, Em Software’s DocsFlow, and InCopy streamline collaboration between writers and designers, while LinkrUI and OpenAsset’s InDesign Connector allow direct access to digital asset libraries without leaving the layout environment.
Together, these tools enable AEC marketing teams to work faster, smarter, and more creatively. By combining structured data management with AI-assisted design and writing, firms can produce proposals that are not only visually compelling but also strategically aligned with client needs, bridging the gap between technical expertise and persuasive storytelling. But are we to the point of AI creating an entire AEC proposal yet? No, and we have a ways to go, which is a good thing.


