On Thursday, January 30, at the SMPS PRC 2025 conference, A/E/C marketers buzzed with ideas, connections, and debates about what lies ahead. The excitement reached its peak during the Fellows Hosted Forum, where five dynamic leaders—Josh Miles, Donna Corlew, FSMPS, CPSM, Julie Shaffer, FSMPS, CPSM, Courtney Kearney, CPSM, and Sarah Kinard—came together to tackle the big questions shaping the future of marketing, technology, and human connection in the A/E/C industry.
The panelists each brought their own unique lens to the conversation, resulting in a lively, thought-provoking discussion packed with insights and actions to use once back to the office. But beyond the strategies and trends, one theme emerged—the human side of AI adoption.
The AI adoption gap: Embracing the future without fear
One of the biggest takeaways of the session was how AI is changing the workplace—not just in capability, but in perception. A recent Slack and Salesforce survey found that nearly half of desk workers hesitate to admit they use AI, fearing it will be seen as cheating, laziness, or incompetence. At the same time, 76% feel urgency to master AI to keep up with industry trends, personal career growth, and management expectations.
As Sarah so eloquently put it, “Success lies in balancing the tools of tomorrow with the relationships of today.” It’s not about choosing between technology and humanity; it’s about integrating the two to create meaningful, impactful strategies.
This tension reveals a major shift in how firms must approach AI adoption. Courtney said that leaders need to normalize AI use, not see it as a crutch but as a career skill. “AI isn’t replacing us,” she said. “It’s amplifying what we do best.”
With that in mind, the panelists explored how firms can stay ahead in an era of rapid transformation.
Storms, strategies, and bold moves for future-ready marketing
Keep the ideas flowing!
Connect with Josh on LinkedIn or follow him on YouTube.
The session opened with Josh Miles, founder of Bold Brand, who captured the audience’s attention with a vivid metaphor. “The future,” he said, “is like a field of tornadoes—chaotic, unpredictable, and full of potential.” Heads nodded as he described how firms must navigate this whirlwind by appointing “Chief Future Officers”—leaders who anticipate change, guide their teams through uncertainty, and keep their eyes on the horizon.”
Josh’s parting words to the audience were clear: “The future is coming whether you’re ready or not.” His passion for strategic foresight inspired attendees to think ahead and embrace change as an opportunity rather than a threat.
Balancing technology and humanity
The discussion soon turned to the importance of balancing technological advancements with the human connections that are the foundation of the A/E/C industry. As Sarah Kinard, Head Bird at The Flamingo Project, said, “It’s not about how much data you collect but how effectively you connect the dots.”
Her message to the audience was that firms that build strong foundations through quality data, thoughtful strategies, and authentic relationships will be best positioned to navigate the future successfully.
“At the end of the day, we’re all human beings who crave meaningful connections.” – Sarah Kinard
Join the flamboyance!
Follow Sarah on LinkedIn and Facebook to see how
The Flamingo Project is redefining what’s possible in A/E/C marketing.
Tools, trends, and turning data into action
Courtney Kearney, owner of CKearney Consulting, reframed AI as an essential partner for A/E/C marketers—not a replacement for human intelligence, but a tool to enhance efficiency, uncover insights, and eliminate tedious tasks.
Want more insights from Courtney?
Connect on LinkedIn and check out her YouTube channel to learn more.
“AI isn’t here to take our jobs,” she said. “It’s here to take the manual, time-consuming work off our plates so we can focus on strategy.”
She stressed that big data isn’t about collecting more—it’s about making sense of what firms already have. Most firms sit on mountains of client and project data but don’t use it effectively. “The winners won’t be the firms with the most data,” she explained. “They’ll be the ones that connect the dots and act on what they learn.”
However, AI is only as good as the data it’s working with. “Bad data in still means bad results out—AI just makes the bad look better,” Courtney cautioned. She urged firms to prioritize data hygiene, ensuring their CRMs and information sources are clean, accurate, and well-maintained.
Her takeaway for the audience: Firms that embrace data-driven decision-making, strategic automation, and AI-enhanced creativity will set themselves apart. “This isn’t about working harder,” she said. “It’s about working smarter—and the firms that figure that out first will lead the way.”
AI and raising the bar: Innovation and impact
Julie Shaffer, owner of Shaffer Creative, urged the room to look beyond the AI buzz and recognize how it’s transforming marketing expectations in the A/E/C industry. She explained that AI is leveling the playing field by making high-quality drafts, designs, and proposals accessible to everyone.
“But creativity, strategy, and human insight are still where marketers will stand out,” she said. Tools like Adobe Firefly, now integrated into design workflows, allow even small teams to produce polished visuals quickly.
However, Julie was clear: AI can streamline the process but can’t replace originality or brand authenticity. “Stick to real project photos and true-to-life branding,” she advised. “Your clients can differentiate between a canned response and a crafted message.”
Julie’s advice? As AI raises the baseline, marketers must raise their standards. Rather than settling for what AI can produce, they must push further—using it to spark creativity, elevate their work, and deliver more meaningful, human-centered marketing.
Stay in touch!
Connect with Julie on LinkedIn and
check out
Shaffer Creative on Instagram to see what they are up to.
Generational shifts and frictionless client experiences
The panelists explored the evolving expectations of today’s clients, particularly those of Gen Z. One standout piece of advice was the importance of meeting clients where they are—whether through seamless online scheduling tools, streamlined digital communication, or traditional face-to-face interactions.
Looking to continue the conversation?
Connect with Donna on LinkedIn or C*Connect on Instagram.
Donna Corlew, Chief Whatever it Takes Officer at C*Connect, expanded on this idea by emphasizing the power of relationships in shaping client experiences. “Ask your clients what keeps them awake at night,” she advised, encouraging marketers to engage deeply and uncover insights beyond surface-level needs.
The discussion emphasized that adaptability is key—tailoring experiences to meet various preferences while staying true to a firm’s brand and values. From high-tech solutions to traditional touchpoints, the panelists agreed that success lies in meeting clients where they are while staying forward-thinking and grounded.
Call to action: Soaring toward the future
As the forum ended, the room was filled with energy and purpose. These industry leaders didn’t just share their insights—they issued a call to action for every marketer in the room.
As Sarah so eloquently put it, “Success lies in balancing the tools of tomorrow with the relationships of today.” It’s not about choosing between technology and humanity; it’s about integrating the two to create meaningful, impactful strategies.
For The Flamingo Project, this session was a reminder that the future is best approached with courage, creativity, and a strong community ready to take flight. If this conversation resonated with you, don’t let it end here—connect with the panelists, explore their insights, and continue the dialogue.
And if you’re looking for a strategic partner to help you navigate what’s next, Sarah Kinard, The Flamingo Project’s Head Bird, is always ready to chat. Let’s shape the future together!