Bringing the Strengths of AI to “Main Street” Artisans—Founders Fund’s “Competitive Advantage” Strategy in the Plumbing, Electrical, and Roofing Markets

As Silicon Valley investors are caught up in the AI boom, Founders Fund, led by Peter Thiel, is focusing on an unexpected sector.
Their investment is not in software developers or generative AI companies, but in “Natick,” an AI startup that supports on-site professionals such as plumbers, roofers, and electricians.
Melissa Zhang, the company’s CEO, says, “We are bringing frontier technology to the ‘physical industries’ that form the backbone of the American economy.”

1. The Idea of Bringing AI to “Main Street”

In an interview with Bloomberg, Zhang stated clearly, “We want to support the people working in the field, not the developers.”
Trades that support American life infrastructure, such as HVAC, plumbing, electrical, solar, and home repair, are often considered the sectors slowest to digitize.
These industries face seasonal demand fluctuations, emergency responses, and complex customer workflows that general SaaS tools cannot fully handle.

Natick’s AI platform provides demand forecasting, scheduling, and automated customer service tailored to the realities of the field.
Zhang emphasized, “It’s not just a ‘convenience tool,’ but an ‘on-site optimization AI’ that directly leads to increased revenue.”

2. Jensen Huang’s Remarks Indicate “New Labor Demand in the AI Era”

This movement also resonates with remarks made by NVIDIA CEO Jensen Huang.
At GTC (GPU Technology Conference), he stated, “Building data centers requires a ‘mountain’ of skilled mechanical, electrical, plumbing, and construction workers,” highlighting the shortage of infrastructure labor in the U.S.

Behind the scenes of the AI era, skilled professionals who support the physical infrastructure—namely servers, cooling systems, power grids, and communication equipment—are indispensable.
Zhang agrees, asserting, “These jobs will not be replaced by AI for the next 100 years.”

3. Why Has No One Targeted This Before?

While it may look like a “huge market” at first glance, this area is extremely difficult for startups.
Zhang explains the reason as follows.

Natick is first proceeding with implementation for mid-to-large enterprises and is also partnering with private equity firms within the industry.
They are aiming for a B2B model that updates the industrial structure itself, rather than just ‘selling software.’

4. An AI Approach to the National Challenge of Labor Shortages

In the U.S., skilled workers in construction, electrical, and plumbing are facing a severe labor shortage.
According to the Bureau of Labor Statistics, the job opening rate for construction-related occupations has reached its highest level in the past decade, and the entry of younger generations is also on a downward trend.

Natick’s AI is looking beyond mere efficiency to applications in education and training programs.
They are building a system where AI simulates construction processes and safety management to support skill acquisition for new entrants.
Zhang stated, “While tech companies are automating ‘white-collar jobs’ through AI, we are empowering ‘blue-collar jobs.’”

5. The Next Trend Indicated by “On-Site AI”

Founders Fund’s support for Natick is more than just an investment deal.
It is also a symbol of the democratization of AI spreading from “people who write code” to “people who hold tools.”
It can be said to be part of a trend that overturns the conventional wisdom that “AI = intellectual labor support” and advances the digital transformation of the physical world (Physical AI Transformation).

Conclusion

As the main battlefield for generative AI expands from the realm of text and images to the “field,” Natick’s challenge embodies the “re-localization of technology.”
To borrow Zhang’s words, “Main Street is the next frontier for AI.”

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