the mash

The building materials industry is at a unique crossroads: customers want more personalized service than ever before. And AI may lend itself best to the needs of the building materials industry to deliver that. Executive Creative Director and Brand Strategist Anita Holman explores how this game-changing tool could enhance every brand’s ability to develop personalized advice in ways that were never humanly possible before.

In the race to comment on AI, senior copywriter Dan Tischler asks: what does the AI think? His discovery reaffirmed his belief that there isn’t yet a rival for the human imagination when it comes to copy.

This year has brought a tidal wave in the evolution of AI image generators. Chris Graver, our associate creative director, takes them on and learns how to make them work with (rather than against) him in his efforts to fearlessly take on the future.

Smart home products are everywhere. If your lights aren’t controlled by a simple Alexa request, are you even living? In reality, home automation is on a steep incline. By 2025, the industry is expected to grow by at least $25B. And with big players like Google, Amazon, and Facebook digging their heels in, it’s important to pay attention—especially if you build or sell materials for the home.