AI has changed how we do marketing. It can create highly personalized and conversational experiences, understand buyer intent and preferences, and automate processes. What it cannot offer is empathy and authenticity–the fundamentally human qualities essential for building brand trust and preference for your firm.
 
“As AI has become ubiquitous in marketing, human connection has never been as valuable.” The next phase in marketing balances AI’s speed, power and automation to meet today’s business customers’ expectations of immediate, always-on, highly personalized experiences with the value of “human touch.”
 
The session will show how by harnessing the power of AI and combining it with human-only strategies that build trust in today’s digital-first business environment, you can propel your firm forward.
 
Learning Outcomes
• Learn how AEC firms can leverage the power of AI to enhance and personalize experiences for a more human-centric approach that today’s AEC buyers want and expect.
• Understand how to humanize your brand and communications to build stronger emotional connections, affinity and advocacy that build trust and propel relationship-led growth.
• Identify the most effective strategies and top-performing tactics to differentiate your firm in the age of AI and automation.
 
-----------------------------------------------

Ida Cheinman is the Principal and Creative Director of the brand strategy, design and digital firm Substance151.
 
Using her 30 years of experience as a brand strategist, designer, marketer, and educator, she helps business leaders and marketing professionals make sense of trends, tools, and best practices in order to position their firms to win in the 21st century's fast-changing and extremely competitive marketplace.
 
Ida leads Substance151's multi-disciplinary team of creative strategists and strategic creatives in helping AEC firms achieve company-wide clarity, increased marketing confidence and brand alignment across all functions. Her work has earned numerous awards and industry recognition and has been published nationally and internationally.
Ida is a sought-after speaker who is knowledgeable, energetic and excels at making complex information accessible and immediately applicable. Blending her intimate familiarity with the AEC industry and a fresh, cross-industry, cross-disciplinary perspective, she presents nationally on the topics of branding, marketing, design and technology and is a frequent contributor to industry webinars, blogs, podcasts and publications.

If you have any questions, please contact the Education Director at [email protected].

Cancellation/Refund Policy:
Cancellations made 72-hours prior to the event will receive a refund. Due to our commitment with the meeting facility for food and beverage quantities, all other cancellations or no-shows will be invoiced for the full cost of the event.