How a Utah 3D Printing Company Got Clarity on AI
Forgely runs manufacturing, ecommerce, operations, and marketing at the same time. The question wasn't whether to use AI — it was which of the hundred tools actually mattered.
The Challenge
Forgely is a Utah-based 3D printing company operating across manufacturing, ecommerce, operations, marketing, and internal systems simultaneously. That kind of operational complexity means every new tool or platform competes for bandwidth that's already stretched thin.
The AI landscape made it worse, not better. A hundred tools, agents, and automation ideas were getting pushed at the business every day — and most of them were either badly matched to the business or not worth the operational overhead. The real problem wasn't a lack of AI options. It was too many options and no clear way to evaluate which ones actually mattered.
The Approach
Doman AI started with an AI Visibility assessment — a concrete look at how AI platforms like ChatGPT, Claude, Gemini, and Perplexity were describing Forgely. Instead of vague ideas about “using AI better,” the assessment gave the team a clear picture of where they stood, where they were invisible, and what would actually move the needle.
From there, the work shifted to an operator framework — evaluating AI tools and strategies not as theory, but through the lens of what actually fits in the business. What should be automated, what should stay human, and what's worth building now versus later. The goal was to narrow the field to what was relevant, practical, and worth testing for a company running this many systems at once.
The Result
The biggest win wasn't a specific tool or automation. It was clarity — knowing where AI could create leverage without creating more chaos.
“Working with Laird has been useful because he doesn't approach AI like hype or theory. He helped us think about it like an operator — where it actually fits in the business, what should be automated, what should stay human, and what's worth building now versus later.”
“The AI Visibility perspective was especially helpful because it made the gap concrete. Instead of vague ideas about 'using AI better,' it gave us a clearer picture of where Forgely stood, where we were invisible, and what would actually move the needle.”
“There are a hundred AI tools, agents, and automation ideas getting pushed at businesses every day, and most of them are either badly matched to the business or not worth the operational overhead. Laird's value was helping narrow the field to what was actually relevant, practical, and worth testing for a company like ours.”
“For a business like Forgely, that matters. We're running manufacturing, ecommerce, operations, marketing, and internal systems at the same time. The biggest win isn't just 'using AI' — it's getting clarity on where AI can create leverage without creating more chaos.”
Bill Davis, Co-Founder, Forgely