Summit Explores Changes in Home Services Marketing

A recent industry event in Salt Lake City brought together companies like OpenAI, TikTok, ServiceTitan, and Thumbtack to talk about how home services businesses, including HVAC and other contractors, find customers online. The event, hosted by marketing firm Scorpion, focused on how search and advertising are shifting away from traditional methods, with sessions on AI-driven tools like ChatGPT ads, short-form video marketing, and new ways homeowners find contractors online.

This is mainly industry news about how contractors market themselves rather than something that changes your options for upgrades or rebates directly. But it points to a real shift worth knowing about: homeowners increasingly find contractors through AI chat tools and video platforms like TikTok instead of typical web searches. If you are researching an energy upgrade, such as a heat pump or air sealing (sealing gaps and cracks that leak heated or cooled air), you may notice more contractors showing up through these newer channels, and the quality or accuracy of what you find may vary as businesses adjust their marketing.

There is no new program, rebate, or deadline here. It is a look at how the contractor side of the industry is adapting its outreach, which may eventually shape how easily you find and vet contractors for home energy projects, but it does not change any current incentives or requirements for homeowners.