The AEC AI Masterclass: Get Found, Evaluate, and Implement

Includes Multiple Live Events. The next is on 11/05/2026 at 2:00 PM (EST)

The AEC AI Masterclass: Get Found, Evaluate, and Implement

3 CEU

Speakers:

Daniel Beecham, CEO, Founder, Propagent

Joshua Hanosh, Vice President Business Strategy, Three29

Kayla McCause, FSMPS, CPSM, Marketing Strategist, Dragonfly AEC Consulting

Session 1: Beyond SEO: Getting Found in the Age of AI

November 5, 2026, 2:00 PM ET

Joshua Hanosh, Vice President Business Strategy, Three29

Search is shifting from traditional ranked links to AI-driven discovery, changing how companies get found and chosen. Tools like ChatGPT, Gemini, and Claude increasingly research, evaluate, and recommend companies before prospects ever reach their websites. This session introduces Generative Engine Optimization (GEO), how it differs from traditional SEO, why it matters now, and practical steps companies can take to increase their visibility in AI-generated answers.

Learning Outcomes:

1. Understand what GEO is and how it differs from traditional SEO, including why good SEO is no longer a reliable indicator of AI visibility.
2. Recognize why AI-driven discovery is replacing search for buying decisions, and why the shift is happening now rather than in some distant future.
3. See how AI tools act as an unpaid sales rep, researching, evaluating, and recommending companies before a prospect ever reaches your site, for you or for your competitors.
4. Identify the first steps to optimize a site and content for AI search, so your company starts showing up in AI-cited answers.

Session 2: Buy, Build, or Customize? Making Smarter AI Decisions

November 11, 2026, 1:00 PM ET

Daniel Beecham, CEO, Founder, Propagent

This session provides a framework for evaluating AI solutions based on the business problem, capabilities, integration requirements, data and security considerations, cost, scalability, and long-term maintenance. Participants will explore when it makes sense to buy an existing product, customize a solution, or build internally. Participants will learn how to look beyond impressive demos to determine whether a tool can deliver meaningful value for their firm.

Learning Outcomes:

1. Evaluate AI products using practical criteria including business fit, functionality, integration, data security, scalability, cost, and measurable value.
2. Determine whether to buy, customize, or build an AI solution based on organizational needs, internal capabilities, resources, risk, and long-term ownership requirements.
3. Develop a structured approach to AI selection that moves from identifying the business problem through product evaluation, testing, implementation, and measurement of results.

Session 3:

Putting AI to Work: A Practical Playbook for AEC Marketing Teams

November 12, 2026, 1:00 PM ET

Kayla McCause, FSMPS, CPSM, Marketing Strategist, Dragonfly AEC Consulting

This session explores practical ways AEC marketing and business development teams can integrate AI into everyday workflows, from proposals and BD research to content development and consistent firm messaging. Participants will learn how to identify high-value use cases, create simple AI assistants using existing firm content, and develop a realistic 30-day plan to move from experimentation to implementation.

Learning Outcomes
By the end of this session, participants will be able to:

1. Identify high-value opportunities for AI within common AEC marketing and business development workflows, including proposals, project descriptions, content development, BD research, and knowledge management.
2. Develop simple AI assistants using existing firm materials to better reflect brand voice, messaging, project experience, differentiators, and internal standards.
3. Apply a structured 30-day approach to AI adoption by selecting a workflow to improve, testing AI within that process, measuring its impact, and identifying opportunities to expand its use.
4. Connect day-to-day AI implementation with broader firm strategy, including AI-driven visibility, product evaluation, data considerations, and long-term adoption.

Joshua Hanosh

Vice President Business Strategy

Three29

Joshua Hanosh is Vice President and Co-Founder of Three29, a conversion-first digitalagency, and a leading voice on (GEO) which is how firms build and market theirwebsites to be cited as top answers in AI search. A former teacher with aMaster's in Education, Josh translates complex firm-wide goals into actionthrough proprietary frameworks that turn AI search traffic into measurablerevenue. He's delivered 20+ talks to executive audiences across summits andprofessional associations.

Kayla McCause, FSMPS, CPSM

Marketing Strategist

Dragonfly AEC Consulting

Kayla McCause, CPSM (now officially a Fellow) is a strategist andfacilitator with Dragonfly AEC Consulting who loves helping AEC teams learn,experiment, and build real capability. She’s spent her career designingtraining programs, coaching marketing and technical leaders, and turning bigideas into practical BD and marketing habits people can actually use. She’ll bethe first to say she’s not an AI expert; she’s just a lifelong learner whocan’t resist a new tool, a good question, or a chance to teach. Expect energy,candor, and a little nerdy enthusiasm today.

Daniel Beecham

CEO and Founder

Propagent

Daniel Beecham is an Adjunct Professor at Georgia Institute of Technology, where he teaches AI in Business. An applied AI systems builder and product leader, he brings experience in enterprise AI strategy, product delivery, adoption, and organizational change into the classroom. He is also the Founder and CEO of Propagent, the proposal pursuit system for the built world. Propagent is building the next generation of proposal pursuit management for AEC firms, helping them connect RFP requirements with firm capabilities, coordinate expert input, and develop a source-grounded case to win while people retain expertise, judgment, and final approval.

This masterclass awards 3 CEU.

- 3 continuing education units for the Certified Professional Services Marketer (CPSM) program and 3 learning units from the American Institute of Architects.

- Recordings of the webinars are approved for 3 CPSM CEUs.

Per-Site Registration Fee*

SMPS Member Site Registration: $259

Nonmember Site Registration: $359

*Remember: webinars are open to your whole staff. Your team can participate from one location in your office for one fee. Register today and benefit from affordable, convenient, actionable learning and earn valuable CPSM CEUs and AIA LUs!