Dustin Hayes Explores AI, Efficiency, and the Future of Lighting Business Workflows

At Boston Lights, Dustin Hayes delivered a forward-looking sessions of the event, exploring how artificial intelligence (AI) is reshaping business operations in the lighting industry. His message was clear: time is our greatest asset—and AI can help us use it more efficiently.

Turning Data into Profit

Hayes began with a practical demonstration of how AI can analyze past project data to improve profitability. Using a client’s database of LED lighting projects—specifically those using recessed channels in drywall and stairs—he showed how ChatGPT can identify which systems and color configurations yield the best margins.

For instance, projects using gateway controllers averaged a 39% profit margin, compared to 28% for another type of controller system. While the L-Tech projects generated more overall revenue, they also carried higher upfront costs. Gateway systems, by contrast, relied on Bluetooth connectivity and lower installation expenses.

With a few prompts, Dustin asked ChatGPT to forecast margins for a new project using RGB tunable white lighting and drywall channels. In seconds, the model produced recommended pricing per linear foot and adjustments for system accessories—calculations that once took teams hours or even days.

Using AI for Smarter Decisions

Dustin emphasized that ChatGPT can help sales teams quote projects faster and more accurately by referencing historical data. However, he cautioned the audience not to trust AI outputs blindly. “Assume everything is wrong,” he said with a laugh. “Ask it to show its math. Export the data, check the formulas, and verify the results before acting on them.”

He also praised GPT-5’s improved reasoning, or what OpenAI calls “deep thinking,” which allows the model to display intermediate steps in its calculations—a feature that boosts confidence in the accuracy of its results.

Beyond Search: Generative Optimization

The discussion then shifted toward search. An audience member noted that traditional Google results are dominated by brand marketing, not technical accuracy. Dustin agreed and explained that the future lies in Generative Optimized Search (GEO)—crafting language that performs better in AI-driven results rather than traditional SEO rankings.

“People are already using ChatGPT and other AIs to search on their behalf,” he said. “We need to write and optimize content differently if we want to show up in those new search environments.”

He added that while Google’s algorithms still consider relevance, proximity, and reputation, AI-based search will increasingly prioritize clarity, expertise, and contextual understanding—traits lighting professionals can leverage to stand out.

Agents: AI That Works While You Don’t

Dustin then introduced a concept that captured the room’s attention: AI agents. Unlike today’s one-to-one chat tools, agents act on your behalf even when you’re not present.

He described how a sales email exchange could trigger a series of automated tasks across platforms such as HubSpot, ServiceTitan, QuickBooks, and Slack. An AI agent could recognize buying signals in an email, update the CRM, generate a proposal, alert the integration team, and even send a thank-you email—all without manual input.

“These systems don’t talk to each other today unless a person moves the data,” he said. “With agents, those workflows can run automatically.”

When asked about security, Dustin advised using only paid versions of AI tools and ensuring each user—including the AI agent—has a unique login. “Never use free versions for business,” he said. “They don’t offer the same privacy protections. Paid accounts are a must.”

From VR to Wearables: Expanding the Toolset

Dustin also highlighted the growing intersection of AI and virtual reality (VR). He shared a story about a Boston interior designer who used AI-assisted VR to install massive hanging fabric panels in a hotel ballroom. By projecting one-to-one CAD drawings directly onto the ceiling through a headset, the team completed the layout in one-eighth of the original time.

“It’s easy to think of VR as a gaming tool,” Hayes said, “but we’re seeing real design and installation efficiencies now.”

Rethinking the Customer Journey

Toward the end of the session, Dustin shifted focus to marketing. He discussed how businesses can use AI to automate customer engagement workflows—from first contact through post-project follow-up.

He described how AI can generate personalized case studies, testimonials, and videos tailored to each client’s profile. “If I know a prospect is a Bruins fan, I’m going to engage him differently,” he joked. “AI can help build those connections at scale.”

Adoption Starts at the Top

Dustin concluded with four key takeaways:

1. Commit to adoption. “AI isn’t coming—it’s already here,” he said. “If you’re not using it, you’re already behind.”

2. Lead from the top. Encourage teams to explore AI and share discoveries monthly.

3. Start small. Identify one time-consuming task and find an AI solution for it.

4. Prioritize security. Always use verified, paid tools and establish governance policies for data handling.

Dustin’s presentation offered a clear vision of where business operations—and the lighting industry itself—are headed. AI isn’t just a tool for designers or engineers anymore; it’s becoming an everyday business partner. As he put it, “Think of AI as your co-worker—the one who never sleeps and always finds the data you need.”

Go Deeper: Boston Lights 2025: Innovation and Elegance on Display