Technology Will Not Wait for You

ALA Conference Speaker to Explore Where the Industry Is Headed

Selling lighting to consumers today goes beyond knowing the latest in energy efficiency and décor trends. The advances of technology have changed the playing field and altered what customers expect from their lighting products — and from you.

Distilling all of this new information for lighting showrooms, manufacturers, and reps is ALA Conference technology speaker Mark Lien, President of Augmented Illumination, a renowned lighting expert whose experience ranges from running a lighting showroom for 18 years and serving as Director of Government & Industry Relations for Osram Sylvania to managing the educational centers for both Cooper and Hubbell Lighting. He also serves on multiple boards and executive committees across the industry regarding lighting technology. 

“Apple, Amazon, Google, and Samsung are all moving into lighting because they want to control all of the disparate devices in a home,” Mark notes. “AI has already permeated our industry in a number of ways. Think of Siri, Alexa, and Google Home as precursors to this technology. One year ago, we started to see AI in programs like DALI that allow you to do image generation. For example, I have a colleague using AI to create sustainable architecture (i.e. living buildings). Not only is AI being used in basic design, but also new materials development that is now possible because AI can combine molecular structure in ways that would take humans forever to do it. And, as a sales tool, AI will be useful and very intuitive in how it delivers information to your customer.” 

Understanding the growing importance of AI, 3D printing, sustainable designs, the changing metrics for measuring energy, the demand for end-of-life strategies for products, and reducing the amount of embodied carbon in the lighting products you sell will be crucial to your company’s success. Mark’s presentation will guide lighting showrooms, manufacturers, and reps through the coming changes so they are prepared to overcome these challenges instead of merely reacting to them.   

“If you don’t understand where the industry is headed, customers won’t trust you to take them there,” Mark cautions. “Learning about the future enhances your credibility with customers. When they come into your showroom and you tell them something they don’t know, you’re bringing value.” 

Get ready for a wild ride of knowledge — and bring a notepad. Mark’s presentation will provide plenty to think about long after you return home from Conference.

Members can register for Conference online and plan their trip to Lake Tahoe online here.