In recent years, the role of the client within the finishing industry has changed dramatically. While expertise previously rested primarily with the supplier or contractor, we now see clients increasingly coming to the table with a clear understanding of the situation. This change is largely due to the rapid development of artificial intelligence (AI) and the availability of information. We are seeing the effects of this in sectors such as finishing and interior design.
The digital customer is well prepared
Customers today largely research online before contacting a supplier. Thanks to AI-driven platforms like ChatGPT, advanced search engines, and visualization tools, they not only have access to technical information but can also quickly compare different options based on price, quality, and sustainability.
A facility manager no longer needs to pore over dozens of brochures. With a few questions to an AI tool, they can create a shortlist of suppliers suitable for their project within minutes. This allows for more in-depth discussions with suppliers. Clients are better informed, ask more targeted questions, and often already have preferences for certain specifications, such as sound insulation, modular construction, or fire-resistant properties.
Visualization and customization thanks to AI
AI also offers enormous advantages in visualization. For example, clients can use AI to create their own room layouts. By using smart design software, they can easily see how a specific wall arrangement will function within their building, how the light will fall, and whether it fits into the overall interior. This saves significant time in the design process and prevents misunderstandings during implementation.
For companies, this means they must increasingly position themselves as sparring partners and specialists, rather than traditional suppliers. Their added value increasingly lies in high-level collaboration, tailored advice, and the integration of products that align with the customer's vision.
Transparency and sustainability
Sustainability is another area where customers are increasingly aware of their needs. Thanks to AI, customers can easily identify the environmental impact of various products or materials. They consciously choose suppliers who are transparent about the origin of raw materials, circularity , and energy consumption during production. This is reflected in the demand for sustainable system walls that are easy to disassemble and reuse – something in which we at System Flex are continuously innovating.
From supply-driven to demand-driven
What does all this mean in practice for the finishing industry? Customers are no longer waiting or dependent on supply, but decide for themselves what they want – and expect suppliers to respond flexibly and expertly. As a result, the industry has shifted from supply-driven to demand-driven. This requires a different attitude, different sales processes, and often a different way of communicating.
Today's customers are better informed, more critical, and more focused than ever before – thanks in part to AI and the increasing availability of knowledge. For companies in the construction industry, this presents an opportunity to add value by offering precisely the depth and flexibility that modern customers crave. The key to success? Understanding that the customer already knows what they want – and ensuring you execute it better than they could have imagined.
About System Flex
At System Flex , we believe an inspiring workplace is essential for success. For over 30 years, we've been producing flexible wall systems that allow you to quickly and easily create stylish, functional spaces. Whether you're looking for innovative air quality solutions or an aesthetic upgrade to your workspace, we offer a tailored solution. Feel free to contact us to discuss the possibilities.