This award recognises the innovative and effective application of artificial intelligence, including machine learning, to enhance marketing performance in the construction and built environment sector.
How entries are judged
Entries in this category are assessed against five equally weighted criteria. Each criterion is scored out of 10, giving a total maximum score of 50.
Judges will award marks based on:
- Clear objectives (10 points)
Evidence of well-defined objectives and a clear purpose aligned with wider marketing or business goals - Audience (10 points)
Understanding of the target audience and how AI supports their needs and behaviours - Innovative and creative (10 points)
The extent to which AI is applied in an innovative, creative, or original way - Cost effective (10 points)
Efficient use of tools, platforms, and resources, demonstrating value for money - Measurably achieved (10 points)
Evidence that objectives have been met through measurable outcomes
What to include in your entry
Entries should clearly address each of the following areas, which form the basis of judging:
Clear objectives
• Defined a clear marketing challenge or opportunity
• Demonstrated how AI or machine learning supports wider marketing or business goals
Audience
• Identified and understood the target audience
• Showed how AI improved targeting, personalisation, or customer segmentation
Innovative and creative
• Applied AI or machine learning in a distinctive or forward-thinking way
• Demonstrated creativity in how tools, models, or platforms were used
Cost effective
• Demonstrated efficient use of AI tools, platforms, and resources
• Delivered strong value relative to investment
Measurably achieved
• Provided clear evidence of improved performance, such as campaign optimisation, lead generation, or customer engagement
• Demonstrated how AI-driven insights, automation, or predictions improved outcomes
Industry-specific examples might include:
- Using machine learning models to anticipate demand for building products based on project trends
- Applying AI-driven content creation tools to personalise communications for architects, specifiers, or contractors
- Automating lead scoring and nurturing for installer or merchant audiences
- Using AI to analyse customer feedback and post-occupancy data to refine product development or messaging
Judges will look for clarity in how AI or machine learning were applied, the insights or automation achieved, and the measurable results delivered. Strong entries will demonstrate how AI technologies created tangible marketing value.
