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Al Trellis

Generative AI Unleashed: Real-World Applications and Implications of Generative AI for Businesses

October 1, 2024
By Tabitha Warren

In an era where tech is sprinting forward, generative AI is shaking things up across the board. Companies are using it for all sorts of things, like whipping up content or fine-tuning their workflows. This game-changing tech is totally reshaping how businesses innovate and stay ahead. In this blog, we’ll investigate the possibilities and hurdles that come with generative AI, and how savvy companies can harness its power.

Opportunities with Generative AI

Generative AI can create text, speech, images, music, video, and even code, making it a versatile tool for various applications. Here are some key opportunities:

1. Content Creation: Businesses can produce a consistent online presence by using Generative AI to help develop high-quality content.

Nike, known for its innovative digital marketing, leverages AI technology to add emotional depth to its campaigns. By using AI to analyze the emotional traits of audience segments, Nike creates ad content that deeply resonates with consumers, boosting ROI.

One of their campaigns driven by AI-powered emotional analysis was the launch of Serena William’s sports apparel and the celebration of women in sports. Nike showcased a successful blend of influencer marketing and advanced technology. This approach has been a key factor in the brand’s ongoing success. Much of the content could have been produced without AI.

2. Customer Service: Human agents can find more time for complex issues by leveraging AI-driven chatbots and virtual assistants to handle repetitive customer inquiries. Sometimes, the technology can even produce high quality customer services in an environment where none existed before.

Sephora makes innovative use of AI to enhance the customer experience. Recognizing that many shoppers felt overwhelmed by their extensive product range, Sephora implemented an interactive chatbot-driven quiz to guide users through the shopping process. This not only personalizes the experience but also makes it more enjoyable.

Their success led to the launch of an AI-powered shopping service on Facebook Messenger, featuring tools like a virtual color match assistant and KikBot, an AI makeup expert offering tips. The results are impressive: Sephora has seen a 44% increase in customer engagement, and their chatbot now handles 72% of routine inquiries autonomously. This blend of technology and personalization truly sets Sephora apart in the beauty industry.

Sephora Chat Bot Images
Photo Credit: https://www.chatbotguide.org/sephora-bot

3. Product Design: Generative AI is transforming physical product design by significantly shortening design cycles and sparking unprecedented innovation.

This technology enables rapid generation and high-fidelity visualization of design concepts, making it easier to gather precise consumer feedback and refine designs. McKinsey estimates that generative AI could unlock $60 billion in productivity within product research and design alone.

3. Product Design: Generative AI is transforming physical product design by significantly shortening design cycles and sparking unprecedented innovation.

This technology enables rapid generation and high-fidelity visualization of design concepts, making it easier to gather precise consumer feedback and refine designs. McKinsey estimates that generative AI could unlock $60 billion in productivity within product research and design alone.

4. Marketing: AI can improve customer engagement and conversion rates by personalizing marketing campaigns.

Heinz A.I Ketchup, ‘Draw Ketchup’ campaign, property of Heinz Ketchup

Heinz has taken a creative approach to customer engagement by leveraging AI image generators following the success of their ‘Draw Ketchup’ campaign, which saw a remarkable 1,500% uplift. The brand encouraged both employees and fans to use AI tools to create artistic interpretations of their iconic ketchup bottle.

This initiative not only produced a wealth of amusing content (both user and AI generated) but also fostered a deeper connection with customers, as they actively participated in the brand’s narrative. The creative use of modern digital technologies has led to high engagement levels, showcasing Heinz’s ability to stay relevant and innovative in the marketing landscape.

Challenges and Ethical Considerations

While the potential of generative AI is vast, it also comes with significant challenges:

1. Bias and Fairness: AI systems can inherit biases from the data they are trained on, leading to unfair or discriminatory outcomes.

AI systems can pick up on hidden patterns that exist in our minds, leading to unintended consequences in how they operate. These biases can sneak in at different points during the AI’s creation, from gathering the initial data to teaching it how to work and finally putting it into action. It’s important to recognize both the obvious biases we know about and the more subtle ones we might not be aware of. Both types can interfere with the results an AI system gives us and even make existing unfairness worse.

Selection bias occurs when the training data is unrepresentative. Confirmation bias arises from over-reliance on existing trends. Measurement bias results from systematic data collection errors. Stereotyping bias reinforces harmful stereotypes, while out-group homogeneity bias leads to inaccurate handling of minority groups.

For more on this, check out this article from Forbes that discusses how racial bias can exist in AI systems: Forbes

Addressing these biases involves using mindful language, seeking diverse perspectives, and continuously monitoring AI systems to ensure they are fair and just.

2. Privacy and Transparency: The use of personal data in AI systems raises concerns about privacy, data security, and how that information will be used.

As AI technology advances, privacy and transparency are crucial. Governments and organizations worldwide are tightening controls to ensure ethical AI development and data protection. For instance, Europe’s upcoming AI Act sets new standards for AI usage.

Addressing AI privacy involves several strategies. Secure account management, robust data encryption, and regular security updates are essential for protecting sensitive information. Allowing users to customize privacy settings and access their data ensures transparency and control. Embedding privacy measures in AI systems from the design stage and having dedicated security teams to address threats are also key practices.

Educating users about AI technologies and adhering to regulations like General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) further bolster privacy efforts. By prioritizing these measures, AI can be developed and used ethically, safeguarding personal data and fostering user trust.

3. Job Displacement: The automation of tasks could lead to job losses.  This will make it necessary to have strategies for reskilling the workforce.

AI is likely to transform our lives in profound ways, reshaping how we work, live, and play. AI is predicted to add up to $15.7 trillion in global GDP by 2030. This statistic alone makes it crucial to cut through the hype and understand its real impact on the job market.

AI will influence jobs in two fundamental ways: automation and augmentation. Routine tasks like data entry and basic customer service will likely be automated, streamlining workflows and freeing humans from repetitive work. More complex tasks will see AI augmenting human abilities, such as helping healthcare professionals analyze medical images or assisting lawyers in summarizing documents.

The balance between automation and augmentation will determine AI’s impact on jobs. Automation will handle everyday tasks, while augmentation will, hopefully, improve human creativity and problem-solving. This shift will make roles requiring human ingenuity more valuable, whereas manual, repetitive jobs may face higher risks of automation.

The future of work could turn out in a couple of ways. One possibility, AI handles all routine tasks, allowing humans to focus on deep and creative work. This will hopefully lead to a happier, more productive society. Another possibility is that people displaced by AI will struggle to transition into new roles, worsening inequalities and straining social support systems.

The reality will probably fall between these possibilities. Companies might want to think about the social consequences of automation, not just what they might gain in efficiencies. This includes assessing AI’s impact on their workers, and companies may want to put measures in place to help workers transition to higher-skilled roles. Governments could also play a role in supporting workers through legislation and frameworks.

Overall, generative AI holds tremendous potential for companies who are willing to explore.  And this includes home builders!  Check out our recent webinar with Al Trellis, President of Home Builders Network, where he discusses AI in home building with Bill Gelbaugh and Kevin Weitzel from the Outhouse team.


Education Sessions We’re Digging at IBS 2022

March 28, 2025
By Jim Sorgatz



With the International Builders Show (IBS) in Orlando only a week away (Feb 7-10), we wanted to give a quick overview of some of the great educational sessions presented by Outhouse, industry partners, clients, and friends. The event may be smaller this year, but the programing is top-notch!  We also look forward to exploring the show floor, attending The Nationals, the VIP Builder Party, and meeting up with you all. Speaking of the Nationals, the Home Builder Digital Marketing Podcast featuring our own Kevin Weitzel is a Silver Award winner. We are excited to be in the running for the Gold!

Here are a few of the sessions we look forward to attending.

Strategies & Success Secrets for Creating the Online Home Shopping Experience Buyers Expect

Featuring Outhouse’s own Kevin Weitzel, and Greg Bray of Blue Tangerine
Thu, Feb 10 \ 1:45 pm – 2:45 pm EST \ W308-C
Homebuyers now have an online expectation that must be met and are more comfortable than ever purchasing a home without having to physically visit it. Join us for an engaging discussion with a group of top industry technologists who will show you the online experience your customers expect and expose how e-commerce technologies can drive new home sales.

The Power of Dynamic Thinking:  Embracing Change as the New Normal

Featuring Al Trellis of Home Builders Network and Kevin Oakley of Do You Convert
Mon, Feb 7 \ 9:00 AM – 12:00 PM EST \ W304-A
In this Master Workshop, a powerhouse panel of industry experts explore the concept of dynamic thinking and how you can create a culture of change across your organization that constantly allows for improved operations, competitiveness and profitability. From design through delivery, you’ll explore and rethink all aspects of your business.

Marketing Strategies for the Future: Level Out & Level Up

Mollie Elkman of Group Two, Kerry Mulcrone of Kerry & Co., Bryan Mecsey of Zillow, and Karen Schroeder of Mayberry Homes
Mon, Feb 7 \ 1:00 pm – 4:00 pm EST \ W304-C
As the clouds part and things begin to level out, now’s the time to reassess your marketing efforts and set a course that keeps you ahead of the competition. This Master Workshop has you covered! The Marketing Umbrella approach is about thinking broadly when it comes to research, strategy, branding, content, digital and experiential marketing. We’ll explore the five elements for building a marketing plan with low spend and big results, and dive deep into the most effective tools out there.

Managing Through Success Complacency: Keeping Your Team on Top of Their Game

Chris Hartley and Cory Charles of K. Hovnanian Homes, and Jennifer Cooper of Evolution Marketing
Tue, Feb 8 \ 3:45 pm – 4:45 pm EST \ W311-C
How do you keep your team on top of their game regardless of market conditions? By sharing a proven process, a panel of experts will take you through the steps that support sales, marketing and training to ensure your team does not fall victim to a great market. Learn how to build, develop and grow powerhouse teams that focus on customer experience, sales and marketing. Understand what roles are vital in today’s world, how to train your teams for success and how to get buy-in for roles that you need in the future.

Extreme Makeover Sales Edition: Empowering Your OSC to Guide Sales Conversion & Customer Experience

Featuring Ingrid Prince of Century Complete, Leah Fellows of Blue Gypsy, Cori Masters of Beacon Homes – Shared Drive, and Heidi Schroeder of ECI | Lasso
Wed, Feb 9 \ 9:15 am – 10:15 am EST \ W315
Are you letting your OSCs take the lead, and are your customers getting what they want? If not, it may be time for an Extreme Makeover of your lead handling process. In this fast-paced, game show style session, our five OSC experts will provide their unique and spirited views to this process. Receive unmatched advice as you learn today’s best practices for lead qualification and conversion while giving your customers the experience they desire.

From Prospects to Profits: A Systemized Process for Sales Success

Featuring Erik Cofield from Association of Professional Builders
Wed, Feb 9 \ 9:15 am – 10:15 am EST \ W311-C
Numbers tell a story, and learning to generate and read numbers within your sales process allows for tremendous insight and smart, accurate decision making. But no manual process can deliver the numbers, the story and benefit of an automation one. In this interactive session, learn how to systemize your sales and leverage your numbers into formulas, decisions and a process that will lead to a great level of success.

How K. Hovnanian Uses AI & Digital Engagement to Put Buyers in Control of Their Buying Journey

Bassam Salem of AtlasRTX and Dana Spencer of K. Hovnanian
Wed, Feb 9 \ 10:15 am – 10:45 am EST \ Tech Bytes – W230
K. Hovnanian Homes has been at the forefront of new digital technologies to reduce friction between builder and buyer throughout the entire customer journey. Explore how they use their website as an important salesperson, and learn about their wildly successful digital assistant, ‘Ana’, text messaging, and other automated technologies that have helped them revolutionize the digital homebuying process.

Does Your Website Have a “Buy Now” Button?

Greg Bray of Blue Tangerine, Carol Morgan of Denim Marketing, and Paul Gortzig of Bokka Group
Wed, Feb 9 \ 11:15 am – 12:15 pm EST \ W311-A
Car dealers have perfected selling cars online — even allowing for a variety of options and upgrades. Why haven’t home builders figured this out? This session focuses on what home builders need to add to their websites to make “Buy Now” possible. Integrating technology with marketing messaging and learning how the sales team supports the customer experience for early adopters is key.

The New Rules for New Home Sales: Reevaluating Your Sales Process & Tactics in a Digital World

Matt Riley of New Home Inc, Chad Sanschagrin of Cannonball Moments, and Myers Barnes of Myers Barnes Associates
Wed, Feb 9 \ 11:15 am – 12:15 pm EST \ W315
In 2020, builders hurried to adapt to a shift to complete online selling. From home tours to closings, every step evolved to a virtual system. In 2021, the unprecedented demand pushed builders and new home sales professionals to their limits. In the haste to keep up, did you institute the best practices? Have you maintained the fundamentals you need? This advanced session will help you look at what works and where you can improve your sales system.

Is Your Sales Team Ready to Keep “By Appointment” Going?

Kimberly Mackey of New Homes Solutions Consulting, Melanie Mickie of Engel & Volkers, and Linda Hebert of Diversified Marketing and Communications
Thu, Feb 10 \ 11:15 am – 12:15 pm EST \ W311-C
For years, sales trainers have preached the value of setting appointments versus simply relying on walk-in traffic. After everything we have experienced in the past two years, have our sales teams finally seen the wisdom in doing so? Data shows that scheduling appointments creates a far better customer experience and equates to approximately 50% better closing rate. Working by appointment also generates more quality time with buyers, fewer tire kickers, more qualified buyers and much more. Join us to learn the systematic approach to help your sales team recognize the continued value of working by appointment and build their sales flow.

Uncover Hidden Gems in Local SEO Optimization

Cabe Vinson of Blue Tangerine
Thu, Feb 10 \ 11:15 am – 11:45 am EST \ Tech Bytes – W230
You understand the importance of SEO. You’ve spent a lot of time and money to optimize your content, site, profiles, meta data and more. Yet you still find yourself asking the question: “Why isn’t my business showing up at or near the top of the search results?” In this Tech Bytes session, uncover some strategies you can implement now to build upon your SEO foundation and improve your local search result rankings.

60 Design Ideas in 60 Minutes

Featuring Dave Miles of Milesbrand, and more
Tue, Feb 8 \ 9:15 am – 10:15 am EST \ Tangerine Ballroom – West Hall F3
In this fast-paced session, industry-leading architects, interior designers, developers and builders will share the most current design ideas and strategies that you can use to update your elevations, renew floor plans, animate streetscapes, enhance amenities and develop dynamic neighborhoods. Using a wide array of drawings and photos, the panelists will show you how cutting-edge design can capture your buyer’s attention and make the sale.

Tools for Growth & Protection When the Market Ebbs & Flows

Mike Dildine and Jared Maybon of Highland Homes
Wed, Feb 9 \ 3:45 pm – 4:45 pm EST \ W304-C
Markets will always have their highs and lows, and for many small business owners, those variations can stunt or slow desired growth, or restrict holding the status quo. This session will highlight the tools used to help builders and remodelers not only accelerate growth beyond their goals, but also protect them from losing traction when conditions of uncertainty, even unprecedented ones, surface in the market.

Meredith Oliver and Kerry Mulcrone in a fun session at IBS 2020

Musings from Home Builder, Author & NAHB Speaker Alan Trellis

October 2, 2024
By Outhouse Partner

“The future cannot be predicted, but futures can be invented.”
— Dennis Gabor

Randomness and circumstance combine to create the daily environment in which we must live, and hopefully thrive. But to believe that these alone determine our destiny is to incorrectly account for our own decisions and actions. Our future is as much about what we do with the hand we are dealt as the hand itself. It is up to each of us to be the best that we can be – to do the most that we can do. Poor circumstances can make this harder, and at any given instant guarantee that our best will be unacceptable, and the most we can do be insufficient. But if we consistently address both the good times and the bad with courage, determination, and thoughtful creativity, we can always impact the outcome of our lives and our decisions. We can always, to some degree, invent our own futures.


“If you are not embarrassed by the first version of your product, you’ve launched too late.”  
— Reid Hoffman

This quote relates directly to an article I wrote entitled “When Truisms Collide”. In that article, I discussed how two conflicting quotes, generally considered as truisms, could be in direct conflict and yet both be true. The answer to this inconsistency is relatively simple – which truism is correct depends entirely on the circumstances and environment of any given situation. Mr Hoffman is entirely accurate in his assessment if there is huge pressure to get to market and grab market share before a competitor beats you to it. This would be particularly true in the case of new technology-driven products, where obtaining a foothold is the highest priority.

For a homebuilder, particularly one with an excellent reputation, I would argue that it is equally important that while our new product need not be perfect, it should not be embarrassing. The cost of reputational damage must always be weighed against the advantages of being first to market. History is filled with unsuccessful product pioneers, whose market share was stolen by the second round of  better designed, better performing, and better priced  alternatives.


“Don’t cry because it’s over, smile because it happened”.
— Dr. Suess

Many great quotes are similar in that they are variations on a core theme. The fundamental message contained here is “Be Positive”. “Every cloud has a silver lining” and ”Pessimism leads to weakness, optimism leads to strength” are just 2 other examples of this pro-positive theme. Yet here, Dr. Suess has expanded the base message of positive versus negative to one of appreciation versus lament, with the added message that everyone get’s to decide the outcome of this contest through their individual perspective. To quote another quote, we each get to determine if, in our mind, the glass is half full or half empty. The amount of water in the glass doesn’t change- how we chose to see it is what changes.


“If you cannot do great things, do small things in a great way”
— Napolean Hill

Most of us dream, at some time, of doing great things. Yet true satisfaction and long term success come from hard work, commitment, and attention to detail. Big things consist of myriad small things, and getting these right is the foundation on which big ideas, big plans, and big business success are built. As builders, we should understand, better than most, the importance of a solid foundation, and strive to do the nagging, every day small things we must deal with in a great way. Only then, will you be capable of accomplishing great things

Submitted by

Alan Trellis, Author, NAHB Speaker, and co-founder of Home Builders Network.

Alan Trellis

With 40 years of experience as a custom home builder and consultant for the home building industry, Al is co-founder of Home Builders Network, which provides management consulting, marketing, residential design, and land planning for home builders throughout North America. Collectively, their clients build 3,000 homes per year, for a sales value of $1.2 billion. Al is the author of many books on residential construction; has served as chairman of the NAHB Custom Builder, Education, and Business Management committees; and is a leading speaker at the NAHB International Builders Show (IBS).

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