What if the real threat to architecture is not AI, but the industry's inability to communicate its own value?

In this episode of Archicon Uncut, Aya Shlachter and Nikita Morell sit down with Paul Keskeys, Editor-in-Chief of Architizer, to unpack the challenges shaping the profession today, from low fees and talent loss to the rapid rise of AI.

Paul shares his journey from practicing architect to leading a global platform, and how storytelling became central to elevating the role of architects. The conversation explores how AI is changing workflows while pushing architects to focus on higher-value thinking, coordination, and impact.

They also break down the ongoing "race to the bottom" in fees and why it continues to drive innovation out of the industry, along with the need for better business models and stronger positioning.

If the profession is evolving fast, this episode challenges architects to rethink how they communicate their value and stay competitive.

Key Takeaways
• Architects struggle to communicate their full value.
• Low fees are driving talent out of the industry.
• AI saves time but raises the bar for creativity.
• Value lies beyond drawings, in strategy and coordination.
• Better positioning can create more opportunities.

Timestamps:

00:00 – Episode snippet
00:48 – Introducing our guest, Paul Keskeys of Architizer
03:00 – From "Angry Architect" blog to global platform
08:17 – Elevating the value of architects
12:27 – Why AI should be seen as a tool, not a replacement
16:36 – Using AI for storytelling and communication
17:57 – The problem with over-digitized design
21:32 – The missing piece: business education in architecture
24:22 – Opportunity for architects to lead with AI
25:39 – Why in-person events are making a comeback
29:07 – How ai and Architizer are opening doors for small firms
33:56 – The biggest global challenge: money and fees
35:24 – The talent drain and industry cycle
36:50 – How to connect with Architizer

About the guest:

Paul Keskeys is the Editor-in-Chief of Architizer and a UK-trained architect turned writer. He leads one of the world's largest architecture platforms, focused on storytelling, visibility, and elevating the value of architects globally.

Connect with Paul Keskeys
LinkedIn: https://www.linkedin.com/in/paul-keskeys-a1959292

Website: https://architizer.com/

Instagram: https://www.instagram.com/architizer/

About the Host:

Aya Shlachter is the Founder and CEO of MGS Global Group, an architectural support services firm serving hundreds of architecture practices worldwide. With over 18 years of industry experience, she helps firm owners scale smarter, adopt emerging technologies, and build resilient, future-ready practices. Aya also hosts the AI for Architects and Architect My Business podcasts and is the co-founder of Archicon 2026, a global architecture business conference. She was named a 2025 Global FWN100™ Most Influential Filipina Woman in the World in the Founder and Pioneer category for her leadership in business and AI.

Nikita Morell is a positioning and messaging strategist who works exclusively in the built environment. Nikita Morell is the only brand messaging agency in the world that services only architecture firms, helping them clarify their message, strengthen their brand, and win right-fit work. She is also the Founder of DIRT - a positioning and brand messaging agency for AEC tech and construction firms. She has spoken for AIA, RIBA, Architizer, and Business of Architecture, and publishes one of the most-read newsletters in the architecture business space.

Connect with Aya Shlachter:

Email: aya@mgsglobalgroup.com

Instagram: https://www.instagram.com/aya_shlachter/

LinkedIn: https://www.linkedin.com/in/ayashlachter/

Connect with Nikita Morell:

Email: hello@nikitamorell.com

Website: https://nikitamorell.com/

LinkedIn: https://www.linkedin.com/in/nikita-morell/

In an AI-driven industry, the real competitive edge is no longer just tools or output, but how firms invest in education, marketing, and continuous upskilling to stay relevant and resilient.

In this episode of Archicon Uncut, Aya Shlachter and Nikita Morell explore how these three pillars are becoming essential strategies for future-proofing architecture and AEC firms. The conversation unpacks why upskilling is one of the most cost-effective investments a business can make, especially as AI reshapes how firms operate, compete, and scale. They also reflect on how marketing and visibility are no longer optional, but central to growth, opportunity, and long-term positioning in a shifting market.

Key Takeaways:

• Education, marketing, and upskilling are critical drivers of firm resilience

• Upskilling is a high-impact, low-cost strategy for future-proofing in the AI era

• AI is speeding up the need for continuous learning across all levels of a business

• Marketing is no longer support work but a core business growth function

• Firms that invest during uncertainty often emerge stronger and more competitive

Timestamps

00:00 – Episode snippet

00:22 – Welcome to Archicon Uncut

00:43 – Leadership, motherhood, and rest

02:58 – Women-led conference leadership

05:20 – Building women-focused AEC communities

07:00 – Entrepreneurship and parenting

08:52 – Investing during downturns

10:41 – Upskilling as an investment

12:31 – Curated expert speakers

14:34 – Get rid of scarcity mindset

15:07 – Find out more at archicon2026.com

About the Hosts:

Aya Shlachter is the Founder and CEO of MGS Global Group, an architectural support services firm serving hundreds of architecture practices worldwide. With over 18 years of industry experience, she helps firm owners scale smarter, adopt emerging technologies, and build resilient, future-ready practices.

Aya also hosts the AI for Architects and Architect My Business podcasts and is the co-founder of Archicon 2026, a global architecture business conference. She was named a 2025 Global FWN100™ Most Influential Filipina Woman in the World in the Founder and Pioneer category for her leadership in business and AI.

Connect with Aya Shlachter:

Email: aya@mgsglobalgroup.com

Instagram: https://www.instagram.com/aya_shlachter/

LinkedIn: https://www.linkedin.com/in/ayashlachter/

Nikita Morell is a messaging strategist specialising in the architecture and construction industry. For over a decade, she's helped architecture firms (from all around the world) put their value into words so they can get a steady stream of ridiculously good projects. Nikita has spoken for AIA, RIBA, Architizer, and Business of Architecture and is known for her slightly provocative LinkedIn posts and newsletters that architects describe as "scary good".

She's also the co-founder of Archicon, the only unboring business conference built specifically for architects who want to run better businesses, and the founder of DIRT, a brand messaging agency helping construction, ConTech and building product companies say something more interesting than "innovative solutions."

Connect with Nikita Morell:

Email: hello@nikitamorell.com

Newsletter: www.nikitamorell.com/newsletter

LinkedIn: https://www.linkedin.com/in/nikita-morell/

Most AI conversations in architecture fixate on image generation and renderings — but firm leaders are asking bigger questions: How will AI change workflows, staffing, business models, and profitability?

In this episode of Archicon Uncut, Aya Shlachter and Nikita Morell look ahead to Archicon, where AI will run as a thread through the entire conference, revealing the AI speaker joining Archicon — Stjepan Mikulić, founder of AI in AEC and one of Architizer's leading AI experts, who helped a 250-person interior design firm save $4.5M through his nine-step AI implementation roadmap.

Key Takeaways:

• Firm leaders care about business impact, not just tools
• Large firms use AI for operations; mid-sized for BIM; smaller firms for generative design
• Experience helps architects use AI with better judgment.
• AI should support professional expertise, not replace it

Timestamps

00:00 – Episode snippet

00:31 – Welcome to Archicon Uncut

01:24 – Nikita introduces her new agency, Dirt

02:12 – Aya launches the Aya Alliance community

03:34 – Why Archicon will remain an in-person conference

04:33 – The real AI question firm leaders are asking

05:25 – AI is a business strategy, not just a tool

06:20 – Global research on how firms are adopting AI

08:19 – Experience vs AI slop: why seasoned architects have an edge

12:24 – Archicon speaker: Stefan Mikuli

16:16 – The global vision behind Archicon

17:30 – Join the waitlist: https://www.Archicon2026.com/#waitlist

18:15 – VIP dinner and upcoming registration details

About the Hosts:

Aya Shlachter is the Founder and CEO of MGS Global Group, an architectural support services firm serving hundreds of architecture practices worldwide. With over 18 years of industry experience, she helps firm owners scale smarter, adopt emerging technologies, and build resilient, future-ready practices.

Aya also hosts the AI for Architects and Architect My Business podcasts and is the co-founder of Archicon 2026, a global architecture business conference. She was named a 2025 Global FWN100™ Most Influential Filipina Woman in the World in the Founder and Pioneer category for her leadership in business and AI.

Connect with Aya Shlachter:

Email: aya@mgsglobalgroup.com

Instagram: https://www.instagram.com/aya_shlachter/

LinkedIn: https://www.linkedin.com/in/ayashlachter/

Nikita Morell is a messaging strategist specialising in the architecture and construction industry. For over a decade, she's helped architecture firms (from all around the world) put their value into words so they can get a steady stream of ridiculously good projects. Nikita has spoken for AIA, RIBA, Architizer, and Business of Architecture and is known for her slightly provocative LinkedIn posts and newsletters that architects describe as "scary good".

She's also the co-founder of Archicon, the only unboring business conference built specifically for architects who want to run better businesses, and the founder of DIRT, a brand messaging agency helping construction, ConTech and building product companies say something more interesting than "innovative solutions."

Connect with Nikita Morell:

Email: hello@nikitamorell.com

Newsletter: www.nikitamorell.com/newsletter

LinkedIn: https://www.linkedin.com/in/nikita-morell/