In the world of commercial interiors, exciting new technology opportunities are everywhere. AI solutions, digital transformation initiatives, and innovative platforms are reshaping what's possible. The innovation landscape has never been more dynamic.

But here's what our recent Open-Line Landscape survey revealed: manufacturers that are thriving are taking a thoughtfully balanced approach to tech investment in 2025.

According to our survey respondents, rather than pursuing every new platform or tool simultaneously, successful brands are strategically investing in digital solutions with established ROI, while still maintaining space for controlled innovation. In today's economic climate, this balanced "show me the value" approach is proving effective.

The Hierarchy of Digital Investment

As budgets require more strategic allocation, our survey of open-line brands revealed a clear hierarchy of digital priorities emerging:

Foundation First: Core Infrastructure Upgrades The essential investments in cloud-based CRM and ERP platforms are taking priority. Manufacturers recognize that these systems form the backbone of everything else – and that modernizing them unlocks efficiency across the entire organization. Rather than bolting on new solutions to aging infrastructure, forward-thinking manufacturers are ensuring their foundation can support future innovation.

Double Down on Proven Winners With CET increasing their required fee structures, brands are making calculated decisions about where to place their bets. Rather than spreading investments thinly across multiple platforms, they're concentrating resources on the tools with demonstrated return. This often means deeper investment in platforms that dealers and specifiers already use rather than asking them to adopt something new.

Targeted AI Implementation While broader AI exploration continues, our survey shows manufacturers finding success by focusing on specific, high-impact applications rather than general "AI initiatives." We're seeing particular momentum in two areas:

• Customer-facing solutions that simplify specification

• Internal efficiency tools that reduce administrative burden

The key differentiator? These implementations have clear success metrics from day one.

The ROI Reality Check

What's driving this more disciplined approach? According to our Open-Line Landscape survey, manufacturers are asking harder questions before committing resources.

In previous years, brands could afford some digital experimentation with flexible ROI calculations. Today's manufacturers are seeking clearer answers to important questions:

• Will this technology directly impact revenue or significantly reduce costs?

• Can we measure its impact with confidence?

• Does it solve an actual problem our customers or team are experiencing?

• Can we successfully implement it with our current resources?

The Implementation Advantage

Another fascinating pattern from our survey: the gap between "having" technology and effectively implementing it has never been wider.

Some brands have impressive tech stacks but struggle with adoption and utilization. Others have more modest tools but extract extraordinary value through superior implementation and training.

The difference? Often it comes down to having clear owners, deliberate onboarding processes, and consistent reinforcement of the tools' value.

The 2025 Digital Investment Playbook

Based on what our Open-Line Landscape survey revealed, here's how successful brands are approaching tech investment this year:

1. Audit what you already have – Many organizations are underutilizing their existing technology.

2. Focus on adoption before acquisition – Ensure you're getting full value from current tools before adding new ones.

3. Demand proof before investment – Require documented case studies and reference customers.

4. Build with integration in mind – Standalone tools create standalone data, limiting their value.

5. Plan for implementation from day one – Include training and adoption in your budget and timeline.

The brands that will win the digital race in 2025 won't necessarily be the ones with the biggest budgets or the most cutting-edge tools. According to our survey, they'll be the ones making balanced decisions that combine proven ROI investments with strategic innovation.

‍