In this Learning Lab, Rachelle Ray, Head of AEC Marketing Innovation at OpenAsset, breaks down the 3 things firms need to fix to get real ROI from AI: controlling the inputs AI works from, building in guardrails so quality control happens upfront, and putting marketers in charge of how AI fits into the workflow — not leaving it to whoever happens to have tool access. Get these right, and AI becomes what marketers have always needed (and what leadership always intended): a way to turn scattered inputs into something polished and on deadline, without spending their expertise & time on cleanup instead of strategy.

Learning Objectives

By the end of this session, attendees will be able to:

• Recognize how AI shifts labor across a proposal workflow, and why marketing expertise is what keeps that shift from becoming costly
• Explain why AI outcomes depend on the structure and context it's given, and how marketers are uniquely positioned to strengthen that foundation
• Apply a framework for controlling AI inputs (curated proposal libraries, pursuit-specific data) so quality is built in from the start
• Advocate for their role in defining AI guardrails and workflow checkpoints at their firm — establishing marketers as the ones who set the standard
• Learn how tools like Shred, built specifically for the complexity of AEC pursuits, keep AI grounded in the right data — so marketers can move fast without ever second-guessing accuracy.

Q&A with Rachelle to follow.

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