As AI Reshapes How Homeowners Find and Hire Local Businesses, Contractors Got a Direct Line to the Platforms Driving That Shift

Home services businesses across the trades and pest control have depended on the same local advertising playbook for years. That playbook is changing fast, and to help these businesses make sense of that shift and take advantage of these new opportunities, Scorpion, the leading provider of digital marketing and technology solutions for local businesses, brought together OpenAI, TikTok, ServiceTitan, Thumbtack, and Powerhouse Consulting Group for its Home Services Growth Summit, a virtual event held Tuesday, Sept. 1.

“Homeowners don’t search the way they used to, and a lot of contractors are currently navigating how to make sure they can still get found,” said Jamie Adams, Chief Revenue Officer at Scorpion. “We wanted OpenAI, TikTok, Thumbtack, and ServiceTitan to explain that shift directly, without the guesswork, instead of sitting through another sales pitch. It’s not every day you get companies like this on the same stage talking straight to home services businesses, and we wanted to put that in front of contractors for free.”

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The summit’s eight sessions covered where home services advertising is headed next, from what ChatGPT Ads means for contractors, to how AI is changing what “getting found” online even looks like, to using short-form video and reporting to make every marketing dollar count:

• The State of Home Services with Jamie Adams, Scorpion
• Inside ChatGPT Ads: What Home Services Businesses Need to Know with Mik Kurian, OpenAI
• The Connected AI Advantage: How Home Services Will Win the Next 3 Years with Sarah Ghirardo, ServiceTitan
• From Search to Answer: Getting Found in the Age of AI with Holly Holder, Scorpion
• TikTok: Beyond the Scroll with Oliver Silzer, TikTok
• Setting You Up for Marketing Reporting Success with Pam Duffy, Powerhouse Consulting Group
• How to Grow a Pro’s Business with Jason Trammell, Thumbtack
• Creating the Advertising Mix That Fits Your Business with Ashlie Kim, Scorpion

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“I am a new Scorpion customer, and after listening to you today, I feel even more confident that we made the right decision by partnering with Scorpion,” shared one attendee.