The tagline All in for AI was chosen for a reason. Not just because it was catchy but because it perfectly described our new focus. And now it’s time to double down!

The groundwork has been laid. We’re ready to reposition our product. Going forward, our product will be described as an “AI-assisted solution for Engineering & Construction”. In other words, we’re tightening our messaging and simplifying our pitch. I see this as the logical next step in our journey because Wrench has always been about adapting cutting-edge technologies to better serve clients, and today, that means AI.

Here’s what we’re going to do: we’ll revamp our website to align fully with this new marketing stance. That includes the content, the navigation, the look and feel – pretty much everything.

Why such a drastic change? Because, we want to use the website to show a potential customer how project management looks with and without AI. How his problems and bottlenecks get solved with and without AI, and how powerfully AI can impact his productivity and pro­fits.

In parallel we will put some thought into addressing common fears and misconceptions regarding AI.

Yes, our markets have concerns about AI. This is natural. Every new technology has been met with scepticism and pushback and AI is no different. But after many decades in the business I’ve learned that the best way to help someone overcome his fears about a new thing is to show him the bene­fits he could gain from that thing – and show it in a context with which he is is familiar.

That’s what I’m hoping to achieve with our new website.

I’ve always believed that industry knowledge is the key to winning a customer’s trust. It’s why we always prioritised domain knowledge, technical talking points, and industry-specifi­c content in our marketing and that’s the strategy with this new website as well; we’ll continue to speak the customer’s language and strive to address his concerns by showing how well we understand him and his industry and his business.

So that’s the plan. As always I welcome your feedback and suggestions. Do get in touch with me if you have ideas about how we could effectively communicate our new pitch and assuage concerns about AI (specifi­cally concerns about data security, customer domain knowledge protection, and human roles/involvement). I’d love to hear from you!