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INDUSTRY INSIGHT


Business beyond the toolbox T


Harry Budd, marketing manager at Logic4training, explores the AI opportunity and explains how businesses in the heating industry can use free tools to boost business, on and offl ine


he next competitive advantage in the heating industry won’t come from your tools—but from your keyboard. As generative AI


becomes increasingly sophisticated and freely accessible, forward-thinking heating engineers are using these tools to streamline operations and reach more customers.


The AI opportunity


According to Deloitte’s 2024 Digital Consumer Trends, 36% of UK adults—approximately 18 million people—have now embraced generative AI technology, with adoption increasing by 26% since May 2023. Seven million workers in the UK use AI tools professionally with three-quarters reporting signifi cant productivity gains. However, this digital revolution might still represent untapped potential for many in the HVAC sector. For trades like heating, where documentation, customer communication and marketing often fall to already-busy business owners, these effi ciency tools could provide considerable advantages. As consumer expectations for rapid response times and professional communications continue to rise, independent heating engineers and small business owners who embrace these accessible technologies may gain a competitive edge.


Boost online visibility


Your website is a powerful marketing tool, but it needs to be optimised to ensure it is in front of potential customers eyes when it matters. AI tools can analyse your website’s design, content and usability, providing actionable suggestions for improvement. Currently, free generative AI tools do not


have direct web browsing capabilities, however, by providing key sections of your website content and descriptions of layout and other features, these tools can give you some practical suggestions to target your local market more effectively.


Improve social media


More than 93% of tradespeople use social media to promote and grow their business, but many fi nd it time consuming and challenging to manage. AI can save time by: ¡ Generating content ideas tailored for your target audience ¡ Drafting initial versions of posts and blogs ¡ Suggesting relevant hashtags ¡ Creating consistent posting schedules However, always make sure you personalise AI generated content before publishing. Both your


customers and search engines prefer authentic content that refl ects the ethos of your business.


Streamline admin tasks


Another way that small business owners can use AI is to reduce the burden of administrative tasks. Whether you need risk assessments, maintenance schedules or business plans, AI tools can draft these documents quickly and effi ciently, helping you to stay organised and ensure consistency across all your paperwork, while directing your focus to growing the business. The key word here is ‘draft’ – AI can and does make mistakes and everything needs a human eye.


Future tech support?


At the end of last year, Nesta tested the viability of generative AI to assist heat pump installers on-site. The specially designed chatbot, Installer Pal, demonstrated value as a technical co-pilot, excelling at retrieving MCS documentation and other technical specifi cations in minutes rather than the usual half an hour. While still evolving,


Left: Harry Budd, marketing manager at Logic4training


these tools could potentially save time and improve accuracy and compliance for installers in the future.


Don’t let AI drag you down!


AI is an incredibly powerful tool that can save you time and streamline your processes, but it doesn’t always end well. Some recent AI ‘fails’ include businesses using AI generated images and quoting fake experts, which can cause signifi cant damage to your reputation and brand. Remember your customers choose your business for your human expertise – AI should amplify this not diminish it.


Here’s some common pitfalls and how to avoid them:


¡ Over-reliance - Use AI as a starting point but be sure to add your own insights, experiences and voice. ¡ Generic content - Customise AI suggestions with specifi c details about your services, local area and customer pain points that only you understand. ¡ Privacy concerns - Free versions of AI tools may use your data for training. Choose a paid model if privacy is a concern. ¡ Inaccurate information - AI tools may provide outdated or incorrect information. Double-check facts, especially for technical content. Remember AI is simply another tool in your


arsenal—one that lives on your laptop or phone rather than in your toolbox but nevertheless can still make a signifi cant contribution to your business, both on and offl ine.


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