3. IoT. Chatbots are one example of IoT that the industry can leverage, according to Willoughby.
“They’re getting so good [that] it’s hard to even know that you’re talking to a chatbot, frankly,” he says. “But chatbots, equipped with AI, can sit there and pull queries for people. They’re available 24/7 to help you with your needs. They can help you process order.
“Amazing changes [are] coming in this arena,” Willoughby adds.
A real-world example of IoT in the heavy materials industry is a technology from Giatec, which participated in Command Alkon’s 2024 conference.
“Giatec has the concrete sensor that you can put into actual concrete that gives you a wireless ability to read results and get an accurate timeline on that concrete curing,” Willoughby says. “It creates a better structural integrity.”
4. Digital avatars. Willoughby was admittedly skeptical at first about the potential for digital avatars within the heavy materials industry. He, however, realized the value after Command Alkon created a digital twin of him through a partnership with Synthesia.
“My digital twin can speak fluently [and] perfectly in dozens and dozens of languages,” Willoughby says. “So, I’m going to be using that for training videos and lots of ways to help get messages out.”
What’s next
With so much technology available to the industry – and more surely to come – heavy materials producers are at a crossroads of sorts.
The technologies out there are exciting. Maybe even somewhat intimidating. But if producers don’t evolve, Willoughby says they won’t harness the power that’s at their fingertips.
And that means others – perhaps even competitors – will gain an edge.
“The drive for companies to get better and better in their technology and make it more and more consumer friendly is upon us,” he says. “The challenge for us is to recognize these advances early. What we want to do is make sure we’re leveraging them so we can stay competitive and that we can create value for our customers.”
For producers struggling to embrace change, Willoughby says two options are available. One is to train and develop their people. The other is to create a culture of innovation.
“For us, we want to have a culture that’s willing to take risks, to explore new ideas and leverage emerging technologies,” Willoughby says. “Each of us can be intentional. I think it takes intentionality to create that kind of culture.”
