By Jon Vanstone, chair Certass TA.

Artificial intelligence (AI) is transforming the way consumers shop for everything from everyday items to major home renovations, including window and door installations.

For years, homeowners have relied on local tradespeople – experts who have built their reputations through word-of-mouth recommendations and quality workmanship. However, the rise of AI in consumer decision-making has introduced new challenges and opportunities for small family-run businesses and large corporations.

When customers want to replace windows or doors, they often turn to AI-driven tools for quick, convenient answers. Asking, “What should I consider when changing my windows?”

AI platforms can provide basic guidance on factors such as energy efficiency, cost, and materials. This can lead to more informed and engaged consumers, but it’s important to acknowledge the limitations of AI. The information provided by these tools is only as good as the data they are fed.

While AI platforms are becoming more powerful, they still rely on potentially outdated or incomplete data. Popular AI systems often include disclaimers about errors – yet how many homeowners truly cross-check the recommendations they receive?

This is where problems arise for both consumers and tradespeople. AI can offer a helpful starting point, but trusting it without further research can have significant consequences.

One of the greatest risks AI poses to local tradespeople comes from the bias it can introduce into consumer searches. Take voice assistants like Amazon Alexa. Many households use Alexa for tasks like checking the weather or playing music, but AI is also creeping into larger decisions. Imagine a homeowner, busy cooking dinner, who remembers they need to research window fitters. Instead of browsing reviews or asking neighbours for recommendations, they simply ask Alexa, “Who are the top 10 window fitters in my area?”

Here’s where things get tricky: Alexa has access to vast amounts of data, including purchasing history and partnerships with specific companies. As a result, AI-generated suggestions may be influenced by financial incentives, paid advertisements, or partnerships. Companies that invest heavily in digital marketing, SEO, and online reviews are the ones most likely to land on these AI-curated lists.

For smaller, family-run businesses or solo tradespeople, this presents a significant challenge. Without the financial resources to compete with larger firms, many skilled local tradespeople are being pushed further down the list.

Local tradespeople can adapt to AI-driven consumer behaviour by focusing on their strengths and implementing a strong digital strategy. Building authentic relationships through word-of-mouth remains crucial, but developing an online presence is essential. Engaging with online reviews – both positive and negative – is especially important, as they influence what consumers see when searching for services.

A solid digital strategy should include:

• Challenging poor reviews: Don’t let negative reviews go unanswered. Address them professionally and use the opportunity to show your commitment to customer care. Engaging with all reviews, good or bad, can affect how AI ranks and displays your business.
• Optimising SEO for local searches: Ensure your website and business are optimised for local search terms like ‘window fitters in [town name]’. This helps smaller businesses increase their visibility in relevant searches.
• Engaging in local communities: Participate in forums, sponsor community events, and remain active on social media platforms. This builds trust while enhancing your visibility in AI-generated search results.
• Content creation: Regularly update your website with blogs or videos that educate customers on window and door installations. This showcases your expertise and helps AI recognise your business as a reliable source of information.

The rise of AI doesn’t just affect individual businesses; it also impacts local economies. When homeowners choose AI-recommended companies over small, local tradespeople, it diverts money away from local economies and threatens the livelihoods of skilled workers who are vital to their communities.

The glazing industry is already facing a skills gap, with fewer young people entering the trades. If family-run businesses are pushed out by larger competitors leveraging AI, this gap could widen, jeopardising the future of the trade. Supporting local businesses is about more than just window installations – it’s about preserving the craftsmanship and expertise that these tradespeople contribute.

AI is undoubtedly reshaping how consumers choose window and door installation services, but local tradespeople can still thrive by focusing on their unique strengths. Building strong relationships, creating a well-defined digital strategy, and optimising their online presence will help smaller window fitters stay competitive.

Ultimately, it’s up to tradespeople and consumers to recognise the value of supporting local businesses, which play a vital role in sustaining communities and upholding industry standards.