Blake AI
Blake: AI Agent for Autodesk
digital transformation strategy
digital transformation strategy
Improving platform migration and user retention for Autodesk
Improving platform migration and user retention for Autodesk
Date
March - May 2025
ROLE
Technology Consultant
skills
Product Strategy
Roadmap Planning
This digital transformation strategy proposal focuses on the integration of ‘Blake’ AI Agent to Autodesk Construction Cloud (ACC) to facilitate platform transition from PlanGrid, a field report creation software acquired by Autodesk, to Autodesk Docs, the revamped version of PlanGrid on the ACC. The proposal aims to minimize the risks of churn and increase retention rates, offering a greater opportunity for Autodesk to cross-sell and upsell products and services to their existing customers.
Disclaimer: This project is solely conceptual and speculative. The proposal does not imply any association or collaboration with Autodesk.
company and industry overview
Who is Autodesk?
Founded in 1982 in California, USA, Autodesk is a global leader in Architecture, Engineering, and Construction (AEC) software. The company is best known for its original flagship product, AutoCAD, as well as the Building Information Modeling (BIM) software, Revit, which have been the two powerhouses behind the AEC industry since the early 2000s. At its core, Autodesk aims to change how the world is designed and made by combining technologies, unlocking insights, and empowering customers across industries to find solutions to the challenges they face today.
The Drive for
Building All-in-one
Construction
Platform
Due to the unique collaboration of numerous stakeholders in construction projects, the AEC industry has been lagging to adopt new technologies despite the rising stakeholder demands for cloud-based and data-driven workflows. Given the complexity of workflow and fragmented supply chain, it would be costly to invest in new technologies and conduct formal training programs for employees. According to Deloitte's State of Digital Adoption In the Construction Industry 2025 report, this is the most commonly cited concern among 48% of AEC businesses. Furthermore, workers tend to switch between products depending on projects and teams. The diagram below illustrates a common set of tools used by an architect or designer throughout a construction project.
Converging the
Fragmented
Industry through
Strategic
Acquisitions
Autodesk recognized such barriers to technology adoption in the AEC industry as an opportunity to extend its BIM products to support the needs of every stakeholder involved in a construction project. To achieve such goals, Autodesk strategically acquired a diverse portfolio of companies to support the workflow in different stages of a project life cycle. These tools were later incorporated into Autodesk BIM360 and further developed into the fully integrated construction management suite Autodesk Construction Cloud as we know it today.
Acquired Product
Integration Issues
Although Autodesk has been successful in acquiring new products to expand Autodesk Construction Cloud’s capabilities, the integration of new software does not necessarily offer a seamless transition experience for legacy users of those acquired products. This was especially the case for PlanGrid, the cloud-based field report creation tool that Autodesk acquired in 2018 for $875 million.
digital transformation opportunity
PlanGrid: A Once
Simple Field Report
Application
PlanGrid was once straightforward application that allows users to upload construction documents to a centralized platform and access them on tablets or smartphones during site visits. However, since PlanGrid was merged into Autodesk Build, many professionals have expressed their frustrations with changes in the user interface and excessive features added to the software.
“
Making punch lists is a nightmare now.
“
Not being able to create different issue pin types on the fly (instead needing an administrator to go through a back channel to create templates)
“
PlanGrid used to be simple and got the job done on site, but ever since we switched to ACC our field job is spent mostly on the desk.
“
Several extra button clicks per step of taking, marking up and saving photos.
Creating Field Reports in Autodesk Build is Cumbersome
To further demonstrate the differences between PlanGrid and Autodesk Build, a screen-by-screen comparison of user flows for each product when used by an architect to create a field report on site is shown below. From this comparison, it is evident that completing a field report requires more steps in Autodesk Build than in PlanGrid. Moreover, while users can generate a field report directly on their phone or tablet during a site visit using PlanGrid, users would need to complete additional steps on their desktop when using Autodesk Build.
Low Customer Satisfaction is a Recipe for Churn
The degree of customer dissatisfaction is pronounced by the fact that some legacy users have already inquired about and provided suggestions for alternative products. Such a phenomenon serves as a critical indicator for potential churn—a direct threat to Autodesk’s subscription-driven growth model.
proposed digital transformation
Why Should
Autodesk Care
About Churn?
As shown in the chart below, subscription revenue has become the dominant source of Autodesk’s income, growing from a minor portion in 2016 to nearly matching total net revenue by 2024. This heavy reliance on recurring revenue highlights why churn is not just a customer success issue but rather a core profitability risk. Therefore, this proposal asserts that strategic intent for Autodesk's digital transformation should be to protect the recurring revenue by reducing churn and increasing retention among Autodesk Construction Cloud users.
Agentic AI is the Answer
This digital transformation strategy proposes that Autodesk should enhance the product transition experience for both existing Autodesk users and PlanGrid legacy users by integrating autonomous AI agents into ACC.
While there are various ways to ensure a seamless post-acquisition integration, agentic AI offers a unique advantage by handling complex cross-platform tasks on behalf of users, effectively lowering the barrier to software adoption. By providing a more intuitive transition experience, Autodesk can strengthen retention and ultimately expand the customer lifetime value (LTV) through additional product and service offerings.
Defining the Features with User Stories
To determine specific features of an agentic AI system for ACC, the user pain points previously presented in this report are converted into user stories. Aligned with the core functionalities of Autodesk Build, the following user stories are the primary focus of this digital transformation strategy:
01
AS A LEGACY USER OF PLANGRID…
I want to be able to quickly complete field reports on site, so that I have more time to work on other tasks at the office.
02
AS AN EXISTING AUTODESK USER...
I want to be able to easily attach RFIs and field issues onto a specific area in the drawing, so that I can save time annotating drawings for further coordination with relevant stakeholders.
Blake AI Assistant
This proposal envisions “Blake” as an AI Agent that can converse with the user via chat interface and autonomously handle the following tasks:
Generate field reports by consolidating texts, images, and voice inputs then formatting the content based on the company’s template
Detect possible responses to RFIs or open issues from field notes, suggest the written response with annotated drawings, and, if approved, submit them onto the associated platform (e.g. Autodesk Docs or Procore)
Learn from the existing data on a user’s previous workflows and create shortcuts for frequently performed tasks
Retrieve information from or perform tasks on third-party applications, such as Microsoft Outlook, Microsoft Teams, Zoom, and Google Workspace
Provide a to-do list for changes that need to be made in the Revit model or CAD drawing
Blake's Value Proposition
By automating tasks that once required a considerable learning curve, Blake reduces disruptions in the workflows of both existing Autodesk customers and legacy customers of PlanGrid. The benefits for each of the stakeholders are outlined below:
Existing Autodesk Customers
Lowers the barrier to new features adoption
Lowers amount of resources required to upskill employees
PlanGrid Legacy Customers
Quickly specifies the desired outcomes without having to manually perform each task
Can easily access additional ACC functionalities
(cross-selling & upselling opportunity for Autodesk)
Autodesk's Business
Increases customer satisfaction
Reduces churn and drives greater customer lifetime value (LTV)
Increases long-term profitability
implementation roadmap
Implementation
Roadmap
The implementation plan for Blake agentic AI for Autodesk Construction Cloud is divided into three phases as shown in the roadmap below:
Phase 1:
AI Assisstant
for ACC
The first phase of the rollout plan focuses on implementing Blake as an AI agent native to Autodesk Construction Cloud to facilitate PlanGrid platform integration with Autodesk Build. Key initiatives that will be carried out in this phase includes automating cross-platform project migration, field report and markups execution, and assistive issues escalation and response. As previously discussed in this proposal, these initiatives will directly address the business challenges currently faced by Autodesk.
Phase 2:
Expansion
to other
Autodesk's
Applications
For the second phase of the rollout, the goal is to expand Blake to Revit and AutoCAD. Key initiatives that will be implemented in this phase centers around enabling the automation of low-risk tasks as well as flagging of high-risk areas.
Blake will be able to make changes to Revit or AutoCAD files while the user is using another software. This feature can be particularly helpful when the user receives a request for minor changes, such as shifting ceiling heights to accommodate for equipment clearance, which can be tedious and requires switching from one application to another.
Additionally, for more complex tasks that may conflict with local regulations, Blake will leave smart annotations that notify the user of potential issues instead of completing the task autonomously. Through the automation of repetitive tasks and early detection of compliance issues, Blake will minimize the risk of expensive corrections—the reliability that can enhance customer retention for Autodesk.
Phase 3:
Full Ecosystem
Integration
Beyond
Autodesk
Ultimately, the aim for the final phase of rollout is to develop a full ecosystem integration for Blake beyond Autodesk software. As previously discussed, a typical technology stack used in a construction project involves over 10 applications. Project coordination, which can be done digitally, over the phone, or in person, adds an additional layer of data to be documented and organized.
As such, this proposal envisions Blake connecting with external tools, such as Microsoft Outlook, Microsoft Teams, Google Workspace, Zoom, Procore, and other platforms where communication occurs. This third-party integration will streamline the workflow for Autodesk customers, and therefore, increase their productivity. To further strengthen data security and privacy measures, there will also be an option for large enterprise customers to develop a custom model tailored to their specific needs.
ethical considerations
Accessibility,
Safety, and
Environmental
Concerns
While Blake offers clear benefits in streamlining workflows and supporting code compliance, efficiency alone is not enough to ensure socially responsible outcomes. For example, local regulations may still fall short of ensuring inclusivity, as seen in states that rejected accessibility standards in Australia’s National Construction Code. As a result, homes in these states can be built without essential features for elderly people and people with disabilities, such as step-free entrances and accessible bathrooms.
Apart from regulatory shortcomings, the energy and water demands of deploying large-scale AI systems raise infrastructure-level sustainability concerns. Moreover, AI-driven construction decisions risk favoring speed and cost over environmental impact if not properly guided. Due to these reasons, Autodesk should ensure the system promotes outcomes beyond code minimums and prioritizes safety, accessibility, and sustainability in construction projects.
Date
March - May 2025
ROLE
Technology Consultant
skills
Product Strategy
Roadmap Planning
This digital transformation strategy proposal focuses on the integration of ‘Blake’ AI Agent to Autodesk Construction Cloud (ACC) to facilitate platform transition from PlanGrid, a field report creation software acquired by Autodesk, to Autodesk Docs, the revamped version of PlanGrid on the ACC. The proposal aims to minimize the risks of churn and increase retention rates, offering a greater opportunity for Autodesk to cross-sell and upsell products and services to their existing customers.
Disclaimer: This project is solely conceptual and speculative. The proposal does not imply any association or collaboration with Autodesk.
company and industry overview
Who is Autodesk?
Founded in 1982 in California, USA, Autodesk is a global leader in Architecture, Engineering, and Construction (AEC) software. The company is best known for its original flagship product, AutoCAD, as well as the Building Information Modeling (BIM) software, Revit, which have been the two powerhouses behind the AEC industry since the early 2000s. At its core, Autodesk aims to change how the world is designed and made by combining technologies, unlocking insights, and empowering customers across industries to find solutions to the challenges they face today.
The Drive for
Building All-in-one
Construction
Platform
Due to the unique collaboration of numerous stakeholders in construction projects, the AEC industry has been lagging to adopt new technologies despite the rising stakeholder demands for cloud-based and data-driven workflows. Given the complexity of workflow and fragmented supply chain, it would be costly to invest in new technologies and conduct formal training programs for employees. According to Deloitte's State of Digital Adoption In the Construction Industry 2025 report, this is the most commonly cited concern among 48% of AEC businesses. Furthermore, workers tend to switch between products depending on projects and teams. The diagram below illustrates a common set of tools used by an architect or designer throughout a construction project.
Converging the Fragmented Industry through Strategic Acquisitions
Autodesk recognized such barriers to technology adoption in the AEC industry as an opportunity to extend its BIM products to support the needs of every stakeholder involved in a construction project. To achieve such goals, Autodesk strategically acquired a diverse portfolio of companies to support the workflow in different stages of a project life cycle. These tools were later incorporated into Autodesk BIM360 and further developed into the fully integrated construction management suite Autodesk Construction Cloud as we know it today.
Converging the Fragmented Industry through Strategic Acquisitions
Although Autodesk has been successful in acquiring new products to expand Autodesk Construction Cloud’s capabilities, the integration of new software does not necessarily offer a seamless transition experience for legacy users of those acquired products. This was especially the case for PlanGrid, the cloud-based field report creation tool that Autodesk acquired in 2018 for $875 million.
digital transformation opportunity
PlanGrid: A Once
Simple Field Report
Application
PlanGrid was once straightforward application that allows users to upload construction documents to a centralized platform and access them on tablets or smartphones during site visits. However, since PlanGrid was merged into Autodesk Build, many professionals have expressed their frustrations with changes in the user interface and excessive features added to the software.
“
Making punch lists is a nightmare.
“
Not being able to create different issue pin types on the fly (instead needing an administrator to go through a back channel to create templates)
“
PlanGrid used to be simple and got the job done on site, but ever since we switched to ACC our field job is spent mostly on the desk.
“
Several extra button clicks per step of taking, marking up and saving photos.
Converging the Fragmented Industry through Strategic Acquisitions
To further demonstrate the differences between PlanGrid and Autodesk Build, a screen-by-screen comparison of user flows for each product when used by an architect to create a field report on site is shown below. From this comparison, it is evident that completing a field report requires more steps in Autodesk Build than in PlanGrid. Moreover, while users can generate a field report directly on their phone or tablet during a site visit using PlanGrid, users would need to complete additional steps on their desktop when using Autodesk Build.
Converging the Fragmented Industry through Strategic Acquisitions
The degree of customer dissatisfaction is pronounced by the fact that some legacy users have already inquired about and provided suggestions for alternative products. Such a phenomenon serves as a critical indicator for potential churn—a direct threat to Autodesk’s subscription-driven growth model.
proposed digital transformation
Why Should
Autodesk Care
About Churn?
As shown in the chart below, subscription revenue has become the dominant source of Autodesk’s income, growing from a minor portion in 2016 to nearly matching total net revenue by 2024. This heavy reliance on recurring revenue highlights why churn is not just a customer success issue but rather a core profitability risk. Therefore, this proposal asserts that strategic intent for Autodesk's digital transformation should be to protect the recurring revenue by reducing churn and increasing retention among Autodesk Construction Cloud users.
Converging the Fragmented Industry through Strategic Acquisitions
This digital transformation strategy proposes that Autodesk should enhance the product transition experience for both existing Autodesk users and PlanGrid legacy users by integrating autonomous AI agents into ACC.
While there are various ways to ensure a seamless post-acquisition integration, agentic AI offers a unique advantage by handling complex cross-platform tasks on behalf of users, effectively lowering the barrier to software adoption. By providing a more intuitive transition experience, Autodesk can strengthen retention and ultimately expand the customer lifetime value (LTV) through additional product and service offerings.
Converging the Fragmented Industry through Strategic Acquisitions
To determine specific features of an agentic AI system for ACC, the user pain points previously presented in this report are converted into user stories. Aligned with the core functionalities of Autodesk Build, the following user stories are the primary focus of this digital transformation strategy:
01
AS A LEGACY USER OF PLANGRID…
I want to be able to quickly complete field reports on site, so that I have more time to work on other tasks at the office.
02
AS AN EXISTING AUTODESK USER...
I want to be able to easily attach RFIs and field issues onto a specific area in the drawing, so that I can save time annotating drawings for further coordination with relevant stakeholders.
Converging the Fragmented Industry through Strategic Acquisitions
This proposal envisions “Blake” as an AI Agent that can converse with the user via chat interface and autonomously handle the following tasks:
Generate field reports by consolidating texts, images, and voice inputs then formatting the content based on the company’s template
Detect possible responses to RFIs or open issues from field notes, suggest the written response with annotated drawings, and, if approved, submit them onto the associated platform (e.g. Autodesk Docs or Procore)
Learn from the existing data on a user’s previous workflows and create shortcuts for frequently performed tasks
Retrieve information from or perform tasks on third-party applications, such as Microsoft Outlook, Microsoft Teams, Zoom, and Google Workspace
Provide a to-do list for changes that need to be made in the Revit model or CAD drawing
Converging the Fragmented Industry through Strategic Acquisitions
By automating tasks that once required a considerable learning curve, Blake reduces disruptions in the workflows of both existing Autodesk customers and legacy customers of PlanGrid. The benefits for each of the stakeholders are outlined below:
Existing Autodesk Customers
Lowers the barrier to new features adoption
Lowers amount of resources required to upskill employees
PlanGrid Legacy Customers
Quickly specifies the desired outcomes without having to manually perform each task
Can easily access additional ACC functionalities
(cross-selling & upselling opportunity for Autodesk)
Autodesk's Business
Increases customer satisfaction
Reduces churn and drives greater customer lifetime value (LTV)
Increases long-term profitability
implementation roadmap
Implementation
Roadmap
The implementation plan for Blake agentic AI for Autodesk Construction Cloud is divided into three phases as shown in the roadmap below:
Phase 1:
AI Assisstant
for ACC
The first phase of the rollout plan focuses on implementing Blake as an AI agent native to Autodesk Construction Cloud to facilitate PlanGrid platform integration with Autodesk Build. Key initiatives that will be carried out in this phase includes automating cross-platform project migration, field report and markups execution, and assistive issues escalation and response. As previously discussed in this proposal, these initiatives will directly address the business challenges currently faced by Autodesk.
Phase 2:
Expansion
to other
Autodesk's
Applications
For the second phase of the rollout, the goal is to expand Blake to Revit and AutoCAD. Key initiatives that will be implemented in this phase centers around enabling the automation of low-risk tasks as well as flagging of high-risk areas.
Blake will be able to make changes to Revit or AutoCAD files while the user is using another software. This feature can be particularly helpful when the user receives a request for minor changes, such as shifting ceiling heights to accommodate for equipment clearance, which can be tedious and requires switching from one application to another.
Additionally, for more complex tasks that may conflict with local regulations, Blake will leave smart annotations that notify the user of potential issues instead of completing the task autonomously. Through the automation of repetitive tasks and early detection of compliance issues, Blake will minimize the risk of expensive corrections—the reliability that can enhance customer retention for Autodesk.
Phase 3:
Full Ecosystem
Integration
Beyond
Autodesk
Ultimately, the aim for the final phase of rollout is to develop a full ecosystem integration for Blake beyond Autodesk software. As previously discussed, a typical technology stack used in a construction project involves over 10 applications. Project coordination, which can be done digitally, over the phone, or in person, adds an additional layer of data to be documented and organized.
As such, this proposal envisions Blake connecting with external tools, such as Microsoft Outlook, Microsoft Teams, Google Workspace, Zoom, Procore, and other platforms where communication occurs. This third-party integration will streamline the workflow for Autodesk customers, and therefore, increase their productivity. To further strengthen data security and privacy measures, there will also be an option for large enterprise customers to develop a custom model tailored to their specific needs.
ethical considerations
Accessibility,
Safety, and
Environmental
Concerns
While Blake offers clear benefits in streamlining workflows and supporting code compliance, efficiency alone is not enough to ensure socially responsible outcomes. For example, local regulations may still fall short of ensuring inclusivity, as seen in states that rejected accessibility standards in Australia’s National Construction Code. As a result, homes in these states can be built without essential features for elderly people and people with disabilities, such as step-free entrances and accessible bathrooms.
Apart from regulatory shortcomings, the energy and water demands of deploying large-scale AI systems raise infrastructure-level sustainability concerns. Moreover, AI-driven construction decisions risk favoring speed and cost over environmental impact if not properly guided. Due to these reasons, Autodesk should ensure the system promotes outcomes beyond code minimums and prioritizes safety, accessibility, and sustainability in construction projects.
Let’s Connect - Let’s connect - Let’s connect -
©2025
TARA BOONKHUN
Let’s Connect - Let’s connect - Let’s connect -
©2025
TARA BOONKHUN
Let’s Connect - Let’s connect - Let’s connect -
©2025
TARA BOONKHUN