How will AI help consumers DIY their own success?

Read the full What the Future: Success issue

Whether for the joy of it or the economic reality of it, the do-it-yourself spirit has run deep in America. Homes in the U.S. are often referred to as the “nation’s piggy banks.” Today, homeownership has become out of reach for many but sweat equity has often been part of the path to success.

Bosch is a massive international company that builds a variety of items, from car sensors to power tools, home appliances and cellphone tech. John Paul Marcantonio is president and CEO of the Power Tools Division in North America, and between Bosch and its Dremel brand, its products literally power (and recharge) many of the DIY projects for today’s homeowners and renters alike. Artificial intelligence will shift the DIY space even further. Here’s how Bosch is adapting to new definitions of success.

Matt Carmichael: How are shifts in homeownership, like buying later and being less able to buy, impacting the way we use DIY for our success?

John Paul Marcantonio: If you're somebody who may not be able to purchase a home and you’re a renter, the personalization of that space for your family or for yourself becomes an important part of creating a home environment. The data we're seeing is suggests that projects for smaller home improvements are significantly outstripping larger projects to increase space and size. We see a higher frequency of purchase on DIY items that are lower in dollar value and less technical. But if you look at any curve through the last 100-plus years in the U.S., the housing cycle will come back at some point and that will shift again. We have to make sure that we're ready for when that transition occurs, too.

Carmichael: Our data shows that some people who undertake DIY do so for the satisfaction while others do it more for economic necessity. How do you help both those audiences feel successful?

Marcantonio: If you have to make that improvement project because you're looking to save money and do it yourself, we don't think it should be hard. So we’re trying to democratize the ability, the understanding and the information for people to be able to do that in an easier or more cost-effective way. For those who want to do it, it’s creative and enjoyable. Psychologically, it’s rich ground for marketers and brand builders, because by meeting people where they are and taking the on-trend and aspirational ways of improving, beautifying and creating, and being able to give people the tools to do that easily is an awesome opportunity.

Carmichael: How can people turn their DIY spirit into a path to success?

Marcantonio: By any measure, we are significantly short on skilled tradespeople on the pro side of the market. It's an enormous opportunity for young professionals entering the early stages of their careers for the next several decades.

Carmichael: How will AI change DIY?

Marcantonio: AI is going to be a force multiplier. A lot of physical tools will have AI overlays or interfaces. To give you a concrete example, if you’re a professional entering the trades or doing a remodeling project, or you’re a homeowner who has to install something in a wall, today's methodology is pretty crude. We now have a tool that has radar technology that can understand the material types that are behind the wall, then can overlay a picture that looks like you're looking in 4K resolution through the wall, which is outstanding. It’s able to increase the speed and the accuracy of what you do instead of substituting the work that a human does. In the trades, AI has enormous potential to help people to develop careers.

Carmichael: When it comes to social media and DIY influencers, how much of what they’re demonstrating is something we can actually do in our homes and rentals?

Marcantonio: The DIY audience is skewing younger, but it’s not defined by age — it’s defined by a mindset. If you rent, you can't knock down a wall unless you get an approval. But you can beautify and personalize that space by creating things that you can hang on the wall or change out things like cabinet hardware. There’s a lot of overlap with first-time homeownership because people are spending a lot more money on down payments, so they typically don't have a ton of disposable income left to be able to do major improvements early on. With this in mind, DIY influencers play a critical role in building confidence in their audience by showing how projects are completed, making tasks less intimidating.

Carmichael: Why is success especially important now?

Marcantonio: It's really easy to get caught up in news cycles. When things are tough, typically we find a way to improve. It’s important that we also reflect on what is working and how we can improve it, not only what is wrong and how we need to change it.

For further reading:

• Americans think we’re handy. Here’s why that could be handy
• Insights to Activate: Brand America 250
• What the Future: Manufacturing