From fear to future-ready: why the real risk in housing isn't AI — it's standing still.
At a time when housing providers face rising regulation, stretched resources, and increasing resident expectations, two voices are urging the sector to shift its mindset — fast.
We sat down with Henrik von Bahr and Guy Marshall, a thought leader in AI and housing transformation, to explore how technology is reshaping property operations. But it turns out, the conversation wasn’t just about tools and tech. It was about courage.
“Inertia is the real disruptor”
“AI gets all the attention,” says Guy, “but the real risk is inertia. The tendency to stick with outdated systems and delay change, even when the evidence is clear that things need to improve.”
In the housing sector, that inertia often shows up as:
Manual repairs processes
Slow responses to resident feedback
Resistance to adopting new platforms
Bureaucratic blockages that delay safety and service improvements
And yet, as Guy puts it, “It’s not moving too fast that’s dangerous. No. It’s not moving at all.”
AI as an enabler and not the enemy
Henrik agrees, and sees AI not as a threat, but as a massive opportunity especially when combined with automation as part of a broader strategy. One that Plentific is already bringing to life. From intelligent diagnostics and automated work order suggestions to resident support, the technology is here. And it’s working.
“What makes AI powerful,” Henrik explains, “isn’t just the algorithms. It’s having structured, centralised data on inspections, compliance, scheduling, resident feedback - all in one place. That’s when AI can help you make smarter decisions, reduce errors, and respond faster.”
Start with the right foundations
Both leaders emphasised that cutting-edge tech is only as good as the foundations behind it. That means:
Cloud-based, modular platforms
Open APIs for easy integrations
A single source of truth for operations and supply chain
Tools that help both internal teams and contractors work seamlessly together
“When the basics work, you can layer on the exciting stuff,” Henrik says. “But without clean data and proper integration, AI is just window dressing.”
What stood out most in their conversation was the call for leadership. As Guy framed it: “This isn’t a technology gap. It’s a leadership gap. The providers who move decisively, embrace modern tools, and challenge the status quo will be the ones delivering safer, smarter, more transparent housing.”
If you want to dive deeper into these ideas and see what the future of property operations looks like in action, come and visit Plentific at stand F48 at The Housing Community Summit. And don’t miss the session “The Digital Era of Property Operations”, where Henrik von Bahr and Guy Marshall will take the stage to explore how housing providers can harness the power of AI, and build smarter, more resilient services.
📍 The Housing Community Summit
🎙 Featuring: Henrik von Bahr (Plentific) & Guy Marshall
📅 9th September 2025 | 9:10 - 9:50
This isn’t about hype. It’s about acting now before inaction becomes the biggest risk of all.
Note: The opinions shared by Guy Marshall are his personal views and do not reflect the positions of any housing provider or organisation he is associated with. Guy has no commercial relationship with Plentific.
