From data overload to decisive action

By Jesse Sanchez. 

Learn how user feedback is driving practical AI tools that turn stored data into immediate action. 

Roofing contractors are not asking for more dashboards. They are asking for faster answers. At Dataforma’s PSU event, it became clear that the value of software is no longer measured by how much information it stores, but by how quickly it helps contractors act on that information. Artificial intelligence (AI) is now central to that shift. On this episode of Roofing Road Trips®, Megan Ellsworth spoke with Brian Cook, chief operating officer at Dataforma, about how contractor feedback is shaping the company’s development priorities. PSU is the company’s annual conference where leadership and top users review upcoming features and provide direct input. 

“It’s our annual conference to solicit feedback from contractors and show them what we’re working on and then get their blessing for changes and all the stuff coming the next year,” Brian said. This year’s event brought together over 120 attendees from across 30 different states. According to Brian, the sessions were highly collaborative, reflecting the company’s reliance on real-world contractor insight to guide product decisions. AI emerged as a primary focus. “The obvious [interest] is in AI,” Brian said. “But the trick is how we use it.” 

The emphasis is not on trend adoption, but on practical application. Dataforma captures detailed job, client and production information. However, large data sets can slow decision-making if they are difficult to navigate. Brian offered a direct example. A contractor may manage a client with more than 10 buildings but have no recent contact information logged. “Now, with an AI agent, you can find that data in 30 seconds,” he said. “So, then I tell my salesperson to go call them right now.” 

AI must do more than analyze data; it must identify overlooked opportunities and prompt timely, decisive action. At the same time, contractors expect to stay directly involved in shaping how these tools evolve, so that new technology reflects real-world workflows instead of abstract innovation. 

Listen to the podcast to learn more about how contractors are putting AI to work!