211: ‘Discovering the Value of AI Through Experimentation’, with James Martin, Jess Purcell, and Chris Parsons

In this special partner episode, Evan Troxel is joined by James Martin and Jess Purcell of Shepley Bulfinch, along with Christopher Parsons of Knowledge Architecture, to explore how AI experimentation in architecture is revealing tangible value inside real firms.

The conversation dives deep into how disciplined experimentation—running small, intentional AI pilots with measurable goals—helps firms uncover where AI adds value and where it doesn’t. From documenting workflows and prompt libraries to developing lightweight governance and “trust-but-verify” approaches, the guests share how architecture practices can build safe environments for innovation without sacrificing rigor or control.

James and Jess share what’s happening inside Finch, Shepley Bulfinch’s internal knowledge platform, and how a culture of thoughtful documentation and shared learning has accelerated their adoption of new technologies. Chris ties these insights to KM 3.0, emphasizing knowledge in the flow of work and demonstrating how Synthesis AI Search helps architects find and reuse firm knowledge more effectively.

Together, they highlight what’s working, what’s still experimental, and how the next generation of digital practice leaders can use process, governance, and culture to make AI truly useful in AEC.

Key Topics:

• How to design and run small AI experiments that deliver measurable value
• Translating workflows and prompts into reusable firm knowledge
• Lightweight governance for AI: policies, pilots, and playbooks
• Building a trust-but-verify framework for quality assurance
• Applying KM 3.0 to real practice: knowledge in the flow of work
• How Shepley Bulfinch’s Finch intranet supports experimentation and sharing
• The role of Synthesis AI Search in improving findability and reuse
• Scaling successful AI pilots across the firm

To learn more about James Martin and Jess Purcell, see the full show notes with links at https://trxl.co/211

To get more great conversations with AEC technology leaders on the TRXL podcast please visit https://trxl.co

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Episode Sponsor: Knowledge Architecture

Knowledge Architecture builds knowledge management software for AEC firms. Our flagship software product is Synthesis, the leading Intranet + AI Search solution for AEC firms. Synthesis integrates with common industry software like Deltek, Unanet, Newforma, and OpenAsset. Founded in 2009, Knowledge Architecture is privately-held, employee-owned, and passionate about co-creating and sharing best practices to advance the state of knowledge management in the AEC industry. Learn more at https://www.knowledge-architecture.com/.

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