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/