Benetics AI spot raises awareness of AI in the construction industry
With an AI-generated commercial, the Zurich-based construction tech startup Benetics AI is turning heads in the trades industry. The 50-second clip, «AI in Construction: The Awakening,» depicts tradespeople in an epic cinematic style—as everyday heroes. The message: Artificial intelligence isn’t an end in itself, but a practical tool on the construction site.
The young company has developed the first AI voice assistant for tradespeople. It handles documentation tasks directly via voice input—freeing up more time for what really matters: the craft itself. «AI isn’t just a gimmick; it’s changing the rules of the game—in marketing as well as in the trades. »Our campaign is an invitation to all tradespeople to simply step into the AI era,” says Tobias Händler, CMO of Benetics AI.
AI Creates AI
The commercial itself showcases the use of AI in the production process. Under the direction of AI Producer Max Schlett and Lead Prompt Artist Nik Behrendt, tools such as Suno AI (music), Google Imagen 3, Seedream, Minimax Hailuo 2, and Seedance 1.0 Pro were used.
«The project shows how AI is redefining production value,» explains Schlett. «Whereas large budgets and elaborate shoots used to be necessary to produce high-quality images, today impressive results are achieved through precise prompts and a small, agile team.»
Content Hub for AI in the Skilled Trades
The campaign launches immediately in Switzerland, Germany, and Austria—on Instagram, TikTok, and LinkedIn—and is aimed at young, innovation-minded craftspeople. In addition to the main version, there are shorter versions tailored to different professional fields and shareable GIFs. The content hub at www.ki-am-bau.ch It also brings together perspectives on the topic of «AI in the skilled trades» from businesses, associations, and experts.
Who is Benetics AI?
Founded in Zurich in 2022, the startup develops AI solutions for the skilled trades based on OpenAI technology. The voice assistant automatically records tasks and reports, including translations for multilingual teams. More than 250 businesses in Germany, Austria, and Switzerland are already using Benetics AI. The founding team includes Ferdinand Metzler (formerly of Zalando), Dr. Aaron Shon and Johan Tibell (both formerly of Google), and Tobias Händler (formerly of Scholz & Friends / WPP).
