Artificial intelligence is everywhere—and for good reason. From copywriting to call transcription, AI is revolutionizing how businesses operate. But with every company claiming to be “AI-powered,” how can you tell what’s actually useful versus what’s just hype?
In the latest episode of the Ingaged Podcast, we sat down with Ben Knaus, a sales leader at Siro, to break down the current AI landscape and what it really means for business leaders and sales teams—especially in the home improvement industry.
AI Is Here to Stay—But It’s Not Magic
Ben doesn’t sugarcoat it: AI is one of the most impactful technological shifts he’s seen in his career. But he’s quick to point out that adopting AI for the sake of trendiness is the wrong move.
“You’re not buying something like Siro because it’s AI,” he says. “You’re buying it because it helps you solve a really, really big pain you have as a business.”
For sales teams, that pain often centers on a lack of visibility. Field sales reps are out in the world—far from their managers—and coaching opportunities are slim. That’s where tools like Siro come in, helping teams analyze conversations at scale, improve close rates, and identify what’s working across their team.
Use Cases Matter More Than Buzzwords
Ben is adamant: the best use cases for AI are repetitive, time-consuming tasks that don’t require deep creative thinking. Think transcription, document review, appointment scheduling or writing short bursts of content. The goal isn’t to replace people—it’s to give them their time back.
That means when evaluating AI tools, you should always start with the problem, not the tech. What’s taking up your team’s time? Where are you losing deals? What’s slowing down your growth?
Once you’ve defined the problem, you can evaluate if AI is the right way to solve it—and if the platform you’re considering does more than just throw “AI” into the marketing copy.
Building a Smart AI Tech Stack
Whether you’re adding AI into an existing platform or onboarding a brand-new solution, Ben recommends asking these questions:
- What specific problem is this solving?
- Who on my team will use it, and how will it make their jobs easier?
- Can I talk to someone like me who’s already using it?
- What can’t it do—and do I still get value from it despite that?
Transparency and real-world examples matter. AI vendors should be up front about limitations and happy to connect you with reference customers.
“Ask the uncomfortable questions,” Ben advises. “What did you think it would do, and what did it actually do?”
Does the Underlying Model Matter?
Short answer: not really—at least not for most end users.
Ben explains that most tools on the market today are built on top of large language models (LLMs) from companies like OpenAI, Anthropic, or Google. While there are subtle differences between models, what matters more is whether the company behind the AI is staying current and integrating the best models for the job.
If they’re doing it right, you won’t have to worry about which LLM they’re using. You’ll just notice that the tool works well.
Want to Win With AI? Get Good at Prompting
One of the most surprising takeaways from the episode? Prompting is becoming a must-have skill.
Knowing how to ask AI the right questions—just like knowing how to ask great sales questions—can dramatically affect the output you get. Ben encourages teams to experiment, refine their prompts and treat it like any other business skill worth mastering.
“The folks that are asking three or four really specific follow-up questions are getting to what they actually want. It’s all about how you ask.”
Final Thought: Tech Adoption in Home Improvement Is Accelerating
Historically slow to adopt new tech, the home improvement industry is catching up fast. Tools like Siro are being adopted at unprecedented speeds—and if your team isn’t onboard yet, you might already be falling behind.
Ben’s prediction? The next few years will bring massive transformation—and those who are solving real problems with smart AI will come out ahead.
