By Paul Friederichsen
With apologies to Ben Franklin, there are actually three things now certain in life: death, taxes and AI.
If you think you’ve heard enough about the topic, think again. Artificial intelligence (AI) is not a new concept. The term was first coined in 1956 by computer scientist John McCarthy, who envisioned machines capable of simulating human intelligence. Beginning in 2022, generative AI entered the mainstream, rapidly becoming part of everyday business life. Today, AI is used by nearly everyone, booed by college graduates at commencement ceremonies, debated by town councils over data-center development, and at the center of global competition among the world’s largest economies.
As a flooring marketer, no doubt you’ve accessed AI to help perform any number of tasks,—content creation, social media management, graphic design and creative development, video production, market research, customer insights and personalization, SEO, advertising and media planning, sales enablement and support, customer service, communications, and more. AI enables marketers to produce more content, analyze more data, explore more ideas and serve customers more effectively than would be possible through manual effort alone. Competition drives expectations; expectations drive AI adoption.
WHO IS USING WHAT?
While no research exists regarding the popularity of various AI platforms specifically among flooring marketers, we can make some assumptions based on overall market adoption.
• ChatGPT (content creation and research)
This is likely the most widely used AI tool among flooring marketers today. Because it is easy to use and requires little technical expertise, many marketers begin their AI journey here. Seasoned users have learned that the paid version is much better.
• Microsoft Copilot (business productivity)
Many flooring companies already rely on Microsoft 365, making Copilot a natural extension for drafting emails, analyzing spreadsheets and developing presentations. After all, it’s part of the package, so it requires no additional fees.
• Google Gemini (research and collaboration)
Popular among organizations using Google’s productivity suite, Gemini is frequently used for research, document development and collaborative projects.
• Canva AI (design and social media)
Canva has become especially popular among flooring dealers and smaller marketing teams because it combines graphic design with AI-powered content generation and image creation.
• Adobe Firefly and Creative Cloud AI
More commonly used by larger manufacturers and agencies that already rely on Adobe products for creative development and production.
• Midjourney (image generation)
Popular for creating conceptual visuals, showroom ideas, mood boards and marketing concepts. While it is not typically used for final product photography, it is frequently used during creative brainstorming.
• HubSpot AI (marketing automation)
Among flooring companies using sophisticated CRM and marketing automation platforms, HubSpot’s AI tools help with customer segmentation, lead nurturing and campaign management.
• Jasper (marketing copywriting)
Although ChatGPT has reduced its marketshare, Jasper remains popular among some marketing teams that produce high volumes of content and want built-in brand voice controls.
• Claude (thinking partner)
Increasingly popular among consultants, strategists and marketers who work with large amounts of information. It is particularly useful for document analysis, research synthesis, strategic planning and helping organizations identify patterns and opportunities within complex data sets.
IT’S NOT ALL UNICORNS AND RAINBOWS
Use AI with caution. There are risks involved, so it’s important that flooring marketers use their own intelligence, too. AI-generated content should always be reviewed and fact-checked before publication.
Common concerns include:
• AI hallucinations: Incorrect information, statistics, claims or references can find their way into generated content.
• Loss of brand voice: The often-heard criticism that content “sounds like AI” is usually the result of insufficient editing and customization.
• Intellectual property and copyright issues: AI can generate content, but questions often remain about the origin of the information or creative elements.
• Privacy and confidentiality: Entering proprietary business information into public AI platforms can create unnecessary risks.
• Search engine quality: Over-reliance on generic AI-generated content can diminish differentiation and may reduce the overall quality of a company’s digital presence, according to Google.
The courts are also helping define the boundaries of responsible AI use. The defense that “AI used it” or “I got it from AI” will not protect you from copyright infringement claims. The actual source of the information still matters. Likewise, if an AI-generated image contains recognizable trademarks, watermarks, logos or brand identifiers, the user may inherit legal risk by publishing it. And if you request an image generated in the style of a specific artist, you could potentially find yourself involved in a copyright dispute.
Flooring marketers should follow the guidance of their company’s legal counsel when it comes to the responsible use of AI on behalf of their brands.
BEYOND CONTENT CREATION
Much of the conversation surrounding AI has focused on productivity gains for marketing staffs because it can quickly find existing data on the internet. The issue, however, is that it is simply regurgitating existing information—not doing fresh analysis. While these capabilities are certainly valuable, the greater opportunity may lie in AI’s ability to improve business decision-making.
Today’s AI platforms can analyze customer feedback, market trends, competitive activity, pricing dynamics and sales performance at a scale and speed that would have been unimaginable just a few years ago. They can identify patterns, uncover opportunities and generate insights that help organizations better understand their markets and customers.
However, there is an important distinction between generating insights and making strategic decisions.
AI can reveal what is happening, but it cannot determine what matters most. It can analyze data, but it cannot establish a company’s vision, define its purpose or decide how a brand should differentiate itself in a crowded marketplace. Those decisions require experience, leadership and a deep understanding of customers, competitors and business objectives.
AI: THE ULTIMATE STRATEGIC TOOL
AI still needs active human involvement to produce the best results for brands. Tactical use of AI can help a flooring brand stay competitive. Strategic use of AI can help it become more competitive.
This distinction is becoming increasingly important as flooring brands move beyond using AI to create content and begin applying it to larger business challenges. The real promise of AI is not simply generating more blog posts, social media updates or advertising copy. It is helping leaders process information more effectively, identify opportunities more quickly and make better-informed decisions.
But data is not strategy. Insights are not decisions.
The most successful flooring brands will be those that recognize AI’s strengths while also understanding its limitations. AI can identify patterns, reveal possibilities and model potential outcomes. It cannot determine which opportunities align with a company’s vision, which customer segments deserve priority, or what positioning will create sustainable competitive advantage. Those judgments still require experience, market understanding and leadership.
Some organizations are now using AI-powered analysis with experienced brand strategists to close that gap. The goal is not to ask AI for a strategy, but to use it to accelerate research, uncover market patterns, test scenarios and challenge assumptions. Experienced strategists then determine what matters, where advantage can be created and how those insights should shape business decisions. When that work is handled inside the organization, existing beliefs and internal bias can limit the answer.
This is the idea behind offerings such as The Blake Project’s Brand Performance Lab and Value Acceleration Studio, which combine AI-enabled analysis with human strategic judgment. The work examines market signals, customer behavior, competitive dynamics, brand strength, pricing power and growth opportunities, then translates those findings into decisions leaders can act on: clearer positioning, better sales alignment, stronger customer experiences and growth initiatives that can be tested and measured.
According to Dr. Derrick Daye, managing partner of The Blake Project, “AI can surface patterns, possibilities and risks at extraordinary speed. But competitive advantage still depends on human judgment: knowing which signals matter, which opportunities fit the business and which decisions will create measurable value.”
For flooring marketers, that may ultimately be the most valuable lesson of all. AI will continue to reshape marketing and business decision-making, but the winners will not necessarily be those with the most advanced technology. They will be the organizations that best combine artificial intelligence with human intelligence.
THE AUTHOR
Paul Friederichsen is a marketing and branding expert with a career spent in ad agencies as a creative director and strategist and with numerous clients over the years in the floorcovering industry. He is a partner in the international brand consultancy The Blake Project and is a contributor to Branding Strategy Insider.
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