AI is changing how trade media works. But according to our second annual Building & Design Trade Media Survey, it’s making human expertise more valuable, not less.
This summer, we surveyed editors and publishers across building and design trade publications. We asked how their publications are approaching artificial intelligence, what they need from manufacturers and which business challenges they face heading into 2027. The results carry clear implications for marketing professionals of building and interior products.
Key Findings:
1. Editors want human expertise, real-world proof and access to the people behind projects
- 64% of respondents named case studies with measurable outcomes as the most useful asset a manufacturer can provide
- Half (50%) ranked access to subject-matter experts and to the architects, designers, contractors and end users involved in projects as the second most useful asset
- At the same time, half (50%) report a clear rise in manufacturer-submitted content that appears to be AI-created
2. Editors’ AI adoption is evolving differently across editorial and organizational applications
- 73% of respondents use AI for research and background information
- Fewer than one in four (23%) use it for core editorial tasks such as editing, proofreading, summaries, headlines, story ideas, outlines, early-stage drafting, SEO, tagging and metadata
- Across their publishing organizations, half (50%) say they are still experimenting with AI
3. Despite AI’s rise (or because of it), editors say revenue growth is their No. 1 challenge
- Half (50%) of respondents say growing advertisers and advertising revenue is their No. 1 challenge heading into 2027
- By comparison, fewer than one in four (23%) cite adapting to AI’s impact on search, traffic, content and workflow as their biggest challenge
- 41% say consistent, long-term investment from advertisers and financial supporters performs better than one-off placements
What’s Behind the Numbers?
In addition to completing 11 multiple-choice questions, we invited respondents to provide comments. Here are a few worth considering:
“The challenge (for our publication) will be delivering value that people can’t find in AI-generated summaries. That will require deep subject expertise, delivered in genuine, human voices.”
— Editor-in-chief, plumbing and mechanical contracting trade publication
“As AI changes how information is discovered and consumed, publications will need to focus even more on producing original reporting, authentic contractor stories, technical expertise, and multimedia content that cannot be replicated by generative AI alone.”
— Editor, plumbing and mechanical industry trade publications
“Creating a long-term media plan and a diverse paid media package that meets your brand’s objectives is essential. One-offs of any kind are just not helpful unless you’re driving registrations to a specifically timed event.”
— Editorial leader, commercial interior design trade publication
What This Means for Building and Interior Product Marketers
For marketers of building products and interior brands, the survey points to three clear takeaways.
Takeaway #1: Develop Thought Leaders and a Pipeline of Editorial Content
Editors were clear: they want human expertise and strong project case studies. That’s what their readers value, and it’s what sets their publications apart.
Brands should prepare their subject-matter experts to be media-ready and help them become credible, recognized thought leaders. SMEs answer editors’ questions and provide commentary for articles. Thought leaders, however, bring more to the table by offering a point of view, an informed industry take or a thought-provoking stance on what’s coming next and what needs to change.
Turning thought leaders’ knowledge into a steady pipeline of editorial content, including bylined articles, CEU courses, story ideas and blog posts, helps brands meet editors’ needs. Our Thought Leadership Development Guide helps brands elevate their experts into trusted industry voices.
Case studies deserve the same discipline. Brands should actively identify, validate, prioritize and complete project stories every year. They should also maintain a list of go-to customers who are able and willing to speak with the media and serve as a content resource.
Takeaway #2: Use AI Judiciously, and Remember Editors Are Using It, Too
Half of trade editors are seeing a clear rise in submitted content that appears to be AI-created, raising questions about editorial authenticity.
AI can help marketing teams do more. But when it comes to media relations, it should be used with care. A few practices we recommend:
- Ground every piece in something AI can’t supply: proprietary project research or data, firsthand field experience or a genuine expert opinion
- Have the subject-matter expert shape the content for byline articles, newsletters or on their LinkedIn account, not just approve it at the end
- Never submit an AI-drafted byline or pitch without substantial human rewriting and fact-checking
Brands sending generic, AI-generated content risk losing credibility and trust for the sake of efficiency.
With 73% of respondents using AI for research and background information, brands should also consider how their content supports editors’ research. Accurate, authoritative content on your website, including technical resources, project stories, videos and blog articles, helps ensure your brand shows up in that research.
Takeaway #3: Think Long-Term About Paid Media and Explore New Options
Revenue pressure is real for trade publications: respondents cite it as their No. 1 challenge. In our experience, many publications have responded by creating new ways for brands to reach their readers, and many marketers don’t know these options exist.
Manufacturers should look beyond traditional print and digital advertising to opportunities such as sponsored webinars, special events and research partnerships with trade media.
Consistency matters, too: 41% of respondents say long-term investment performs better than one-off placements. By planning paid media for the long term and exploring these newer formats, brands can extend their visibility, create new ways to drive leads and specification opportunities, and strengthen their relationships with trade media.
The Bottom Line
Trade media has always played an important role in the building and design industry: reporting the news, tracking the changes and helping readers become smarter and more successful.
This year’s survey reinforces the value of human expertise and real-world proof. Manufacturers providing strong project stories and informed perspectives give editors resources their readers value. Brands pairing this editorial approach with consistent paid media partnerships strengthen their visibility and relationships across the industry.
About the Survey
Spaulding Communications conducted the survey during July and August 2026, gathering input from trade media editors and publishers representing architectural, interior design and building publications, as well as specialized industry media covering flooring, glass and lighting. Respondents also represented publications serving sectors including healthcare, hospitality, retail and education. The survey explored priorities shaping their outlook for 2027, including manufacturer collaboration, AI adoption, AI-assisted content, reader behavior, editorial resources and business and advertising challenges.
Connect with Us
Webinar: We will host an upcoming webinar featuring trade editors who participated in the survey. Panelists will share what they look for from manufacturers, how AI is changing their work and how building and interior product brands can better partner with the trade media. To be notified when registration opens, visit here.
Connect: To discuss the survey findings, or to learn how Spaulding Communications helps building and interior product brands gain visibility, build trust and grow sales, contact Matt Spaulding at matts@spauldingcommunications.com.
Learn More: To learn more about Spaulding Communications, visit spauldingcommunications.com. To read the press release on this year’s survey, click here.
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