In this episode of AI for Architects, host Aya Shlachter shares her key insights from the AEC Innovate 2025 conference, where the conversation around AI has shifted from being just a tool to a strategic decision that reshapes how firms operate.

Aya highlights keynotes, firm case studies, and panel discussions from industry leaders—including Deltek, Nvidia, and top architecture firms—emphasizing how AI is impacting everything from design workflows to firm strategy, staffing, and client engagement.

The episode encourages architects and firm owners to rethink AI as more than tech—it’s a business model shift. Aya also explores the importance of investing in people, data systems, and long-term integration for AI success.

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Key Takeaways:

• AI is an amplifier and not a replacement.
• AI isn't about tech, it's about transforming business.
• Start your AI journey now.
• Your people are the key to AI's success.
• Invest in your people, systems, and security.
• Firms need to understand their own data.
• AI can predict physical outcomes instantly.
• Don't use AI as an isolated initiative.
• AI is a strategic business decision, not a tech add-on.
• Embrace a holistic approach to AI integration.

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In this episode, host Aya Shlachter interviews Richard Petrie about his journey from a professional cricket career to founding the Architect Marketing Institute. The discussion revolves around the importance of niching down in marketing, particularly for architects, and the common challenges they face.

Richard emphasizes the role of AI in enhancing marketing strategies and introduces his six+ AI framework, which includes AI agents designed to streamline marketing efforts for architects. The conversation also covers the onboarding process for architects to utilize these AI solutions effectively, and the significance of building a comprehensive marketing system to enhance project acquisition and business success.

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Takeaways:

• Richard Petrie transitioned from professional cricket to architecture marketing.
• Psychology plays a crucial role in both sports and marketing.
• Narrowing down to a niche can simplify marketing efforts.
• Architects often struggle with lead generation and fee objections.
• AI can significantly enhance marketing strategies for architects.
• AI agents can automate and improve marketing messaging.
• Using AI tools can save time and improve content quality.
• The six thinking hats method can help clients align their design preferences. Storytelling is crucial for effective marketing.
• Onboarding to AI solutions can be simplified for architects.

ABOUT THE GUEST:

Richard Petrie, creator of the SIX-ai System and founder of the SIX+ai program, has coached over 1200 small firm architects globally for 15+ years, guiding them to win higher-value projects and elevate their practices.

Richard’s philosophy is that true success comes from winning the right projects. His program helps architects scale their firms or boost earnings with fewer, high-impact commissions by integrating core pillars—market, message, and media—with AI. This enables them to articulate unique value, create a competitive advantage, and confidently answer 'Why should I hire you?' Richard emphasizes, "You won't lose a project to AI, but you will lose to an architect using AI."

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🔗 Connect with Richard Petrie and the Architect Marketing Institute (AMI)

Tag and follow Richard Petrie and AMI on social media to stay up to date with their latest insights, AI frameworks, and marketing tips for architects:

📱 Instagram
@archmarketing
@petrie.richard

📘 Facebook
Architect Marketing Institute
Richard Petrie

💼 LinkedIn
Architect Marketing Institute
Richard Petrie

📚 Explore AMI’s AI Marketing Resources for Architects

Book a Game Plan Call: go.archmarketing.org/gameplan-call

Webinars:
go.archmarketing.org/six-ai-everwebinar-registration
go.archmarketing.org/ai-powered-marketing-webinar-registration

In this episode of AI For Architects, host Aya Shlachter dives into the evolving world of AI in architectural design, with a spotlight on the innovative tool, Hektar.

Aya shares insights from a recent webinar on AI in architecture education, emphasizing the critical need for AI literacy among students. The discussion explores various AI tools applicable across different design phases, highlighting Hektar's capabilities for ideation and site planning, and the broader implications of AI's inevitable integration into the industry.

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Key Takeaways:

• AI literacy is crucial for the next generation of architects.
• Different AI tools cater to specific needs throughout the design process.
• Hektar offers user-friendly solutions for ideation and site planning.
• AI can significantly speed up decision-making for property developers.
• AI tools like Hektar streamline feasibility studies.
• Sharing AI knowledge and collaborating is vital for industry progress.
• Understanding and utilizing AI can lead to increased productivity.
• AI is transforming the architecture profession, but it won't replace human creativity.
• AI adoption is inevitable and already reshaping architectural practices.

Stay connected with AI for Architects! Subscribe to our newsletter at aiforarchitects.ai/subscribe and follow us on Instagram (@aiforarchitectspodcast) and LinkedIn for the latest updates and insights.