AI deserves better than hype

By Heidi J. Ellsworth.  

Moving beyond the hype around AI to focus on the technology's real business value. 

Artificial intelligence (AI) is moving incredibly fast, and every day seems to bring another platform, application or AI agent promising to transform the way companies do business. For roofing contractors, that speed can make it difficult to determine what is truly valuable and what is simply hype. The potential of AI is very real, but so is the need to understand what it can realistically accomplish inside an actual roofing business.  

Brian Behe, chief technology officer at RIIG Technology, has become an important resource for understanding that distinction. With more than 15 years of experience in AI, data science and cybersecurity, he brings a practical perspective to a technology that can quickly become complicated. In his recent LinkedIn post on AI strategy, hype and use cases, Brian captured the issue clearly: “AI deserves better than hype.” His point is not that AI lacks value, but that companies need to move past the noise and focus on practical, business-driven applications that can work in the real world.  

One of the biggest challenges surrounding AI is the difference between what companies see demonstrated and what happens when technology enters the real world. According to Brian, “The story they hear is that AI can do everything. But the reality they run into is very different.” Business leaders are often presented with AI capabilities under controlled conditions, making the technology appear capable of doing almost anything, but implementation is very different when AI must work alongside existing software, data, employees and established business processes.  

That distinction is especially relevant for roofing contractors. Roofing companies manage estimating, sales, production, service, accounting, customer communications and field operations, often using several different technology platforms along the way. As Brian notes, “Building an AI strategy based on hype won’t survive in the real world. When companies are dealing with messy data, systems that do not integrate cleanly, teams that are not sure how to use or trust the output and no clear plan for monitoring the technology once it is live, they run into trouble. An AI solution that performs perfectly during a demonstration may face very different conditions when it needs to work inside the day-to-day realities of a roofing business."  

“That’s the problem with AI hype,” states Brian. “It sets expectations around what AI can do in perfect conditions instead of what it takes to make it work in everyday business operations.  When those expectations are not met, leaders may not only question the implementation.  They start questioning the technology itself, and adoption slows down.” In reality, the issue often has much more to do with how technology was selected, implemented and integrated into the business.  

Successful AI adoption does not begin by asking which AI platform a company should purchase.  It begins by identifying the business problem that needs to be solved and understanding the people, processes and data surrounding that problem. Brian explains, “That is why I steer conversations away from hype and back to basics. We need to focus on what the problem is that we’re trying to solve and how does it best fit in the business?”  That shift in thinking helps contractors move away from chasing technology and toward using AI as a practical tool that supports better business decisions.  

For roofing contractors, that could mean looking closely at areas where the company is already experiencing challenges or inefficiencies. Estimators may be spending too much time gathering information while sales teams may be struggling with follow-up alongside the production teams having difficulty accessing information when they need it. Customer service, documentation, scheduling and internal communications will see opportunities where AI can help employees work more effectively.  

Once the problem is clearly understood, contractors can determine whether AI is the right solution and what success should look like. Technology should support the operation and create measurable value rather than becoming another system employees are expected to manage. When an AI solution saves time, improves decision-making, strengthens customer service or creates greater efficiency, its value becomes much easier to understand and measure.  

The answer is not to become skeptical of AI because of the hype surrounding it but as Brian notes, “The irony is, AI is genuinely powerful. But it’s not magic. That distinction matters because unrealistic expectations can slow adoption of technology that has tremendous potential when it is implemented correctly.” His larger point is that AI strategy and AI use cases need to stay connected, because companies gain the most value when they understand both the business outcome and the operational realities that shape implementation.  

For roofing companies, this means moving beyond the question of what AI can do and asking what AI should do for their organization. Contractors who understand their business challenges, involve the people closest to those challenges and establish realistic expectations will be in a much stronger position to take advantage of AI as it continues to evolve.  

The roofing industry does not need AI magic. It needs technology that works in the real world, supports the people doing the work and delivers results that make the business stronger. By cutting through the hype and focusing on practical applications, roofing companies can turn AI from an interesting technology into a valuable business tool. Brian concludes, “When you get that part right, AI doesn’t need to be sold. It proves its value on its own.”