Head of Web Content at Dlubal Software.
Thinking out loud about AI adoption in BIM and how the AEC industry communicates it.
The AEC industry has everything it needs to benefit from AI. The gap isn't the technology — it's the speed of adoption. That's the conversation I want to have.
Where I spend most of my time
My primary focus — building a web ecosystem that makes structural engineering knowledge accessible, useful, and engaging for a global audience.
My job at Dlubal is to ensure our website works for two distinct groups: as a reliable technical resource for our global users, and as a practical tool for our internal teams. I take complex structural engineering documentation and structure it so it's easy to find, read, and use online.
Global Web Management
Managing a large-scale technical website that balances engineering precision with straightforward, functional navigation.
Content Localization
Driving tailored content and marketing initiatives for the US & Canadian markets, ensuring our solutions resonate with North American engineers.
Digital & Print Content
Overseeing the production of technical articles, manuals, and marketing materials across both web and print formats.
Knowledge Management
Organizing complex structural data—like FAQs, verification examples, and knowledge base articles—into a highly structured and searchable format.
A topic I care about
I focus on the practical implementation of AI in BIM workflows. My work centers on two main areas: using generative AI to accelerate architectural and structural modeling, and applying process-driven AI to eliminate repetitive project tasks.
AEC companies must integrate AI into their daily workflows to stay competitive. Adopting AI is no longer just an option—it's a necessity.
Education
Technology evolves faster than any curriculum can follow. Online learning platforms are the fastest way to close that gap — I'm focused on creating and promoting accessible, high-quality content for students, because a well-made tutorial or course can reach thousands of future engineers in a way no classroom ever could.
Are you a student looking for resources? Let's connect.Communication
I work to popularize practical AI adoption across digital platforms, showcasing real tools like AI agents embedded directly into engineering software. But beyond the tech, I want to drive a reality check for AEC companies: Where will your business be in a few years without AI, and how far ahead will your competitors be because they embraced it?
Have a take on this? I'd like to hear it.Another area of interest
I find BIM software marketing genuinely interesting — it sits at the intersection of deep technical knowledge and the challenge of communicating it to people who are busy, skeptical, and good at spotting fluff.
BIM software vendors are navigating a real shift right now: their customers are asking about AI, and the answers they give will shape buying decisions. Getting that communication right — credible, specific, not oversold — is a real challenge worth thinking about.
What works
In the AEC industry, delivering an outstanding project is no longer enough. Without solid marketing, even the best work is virtually invisible. Technical marketing is uniquely challenging because you can't rely on fluff—you have to capture attention while maintaining absolute technical accuracy for an audience of experts.
What I watch
Some BIM vendors are navigating this well. Others are bolting "AI-powered" onto everything and hoping no one looks too closely. The ones who will win are those who can explain specifically what changed, and why it matters for the engineer on the project.
Thoughts? Find me on LinkedIn.My prediction
I'm convinced the AEC industry is shifting away from hardware-installed software toward web-based applications. No more local installs, no version conflicts — just a browser. This isn't just a delivery change; it's a fundamental shift in how AI learns from real project data at scale, and which vendors will lead the next decade.
Agree or disagree? Let's talk.Tools & Platforms
From structural engineering platforms to AI and design tools — the stack I use daily or know well.
Let's talk
I'm not looking for work — I have plenty of that. But if any of this resonates and you want to trade ideas, I'm genuinely up for it.