As AI-powered automation races through the home services industry, one software provider is making a deliberate—and increasingly contrarian—bet on human connection. ServiceForge, a customer service software company for home service contractors, has named Ripley PR as its public relations agency of record, signaling a push to elevate its “Keep Service Human” positioning across the trades.

The partnership pairs a human-first CX platform with a PR firm deeply embedded in the skilled trades ecosystem, at a time when contractors are weighing efficiency gains from AI against the risk of losing trust at the customer level.

A Human Counterpoint to AI-Heavy Customer Service

ServiceForge provides home service businesses with tools such as 24/7 answering services, scheduling, and lead qualification, helping contractors capture and manage demand around the clock. While those capabilities aren’t unique on their own, the company’s differentiation lies in how they’re delivered.

Instead of defaulting to chatbots or fully automated systems, ServiceForge emphasizes live, trained representatives—real people handling real customer interactions. The company argues that for high-consideration services like HVAC, plumbing, roofing, or electrical work, customers still want reassurance from a human voice.

That stance cuts against a broader industry trend. Many home services platforms are aggressively rolling out AI-driven call handling and conversational automation to reduce costs and scale faster. ServiceForge is positioning itself as the alternative: technology-enabled, but human-led.

Why Ripley PR—and Why Now

To amplify that message, ServiceForge turned to Ripley PR, a global agency known for its specialization in skilled trades, B2B technology, and manufacturing. Ripley PR has built a reputation for translating technical platforms into narratives that resonate with contractors, franchise owners, and trade media—audiences that don’t respond well to buzzwords or abstract innovation claims.

“We have a unique story to tell, and Ripley PR has the expertise to ensure that story connects with the right audience,” said Jane Blanchard, head of brand and marketing at ServiceForge. She pointed to Ripley’s credibility in the home services space and its track record working with software innovators as key factors in the decision.

The timing suggests ServiceForge is preparing to sharpen its positioning as automation fatigue begins to surface. As AI tools proliferate, differentiation is shifting from who uses AI to how thoughtfully it’s applied.

Positioning ‘Keep Service Human’ as a Market Signal

For Ripley PR, the mandate goes beyond basic media coverage. According to founder and CEO Heather Ripley, the goal is to make “Keep Service Human” part of the broader industry conversation—especially among contractors who feel pressured to automate without fully understanding the trade-offs.

“ServiceForge is an original voice within the trades,” Ripley said. “Their model answers real consumer demand.”

That demand is increasingly visible. While consumers expect fast responses, they’re also quick to abandon brands that feel impersonal or frustrating to deal with—particularly when service issues are urgent or expensive. In that context, ServiceForge’s positioning doubles as a brand promise and a strategic critique of AI-first CX models.

A Broader Trend in Home Services Martech

The partnership highlights a subtle shift in home services MarTech. For years, innovation was measured by how much human involvement could be removed from the process. Now, the conversation is becoming more nuanced.

Leading platforms are starting to frame AI as augmentation rather than replacement—supporting agents instead of eliminating them. ServiceForge’s message fits squarely into that evolution, and Ripley PR’s role will be to ensure it lands with credibility rather than nostalgia.

About the Firms

Founded in 2013, Ripley PR has been recognized by Newsweek as one of America’s Best PR Agencies and by Entrepreneur as a Top Franchise Supplier. Its services span media relations, brand strategy, crisis communications, and thought leadership, with a strong foothold in trade and B2B verticals.

ServiceForge, meanwhile, continues to position itself as a CX platform built specifically for the realities of home service contractors—where trust, responsiveness, and human interaction still drive bookings and loyalty.

Why This Matters

As AI becomes table stakes in customer service software, differentiation is moving up the value chain—from features to philosophy. ServiceForge’s decision to double down on a human-first narrative, and to invest in specialized PR to carry that message, reflects a growing belief that how technology is used matters as much as what it does.

For the home services industry, the partnership is a reminder that automation doesn’t have to mean depersonalization—and that, for many customers, a real voice still beats a perfect algorithm.

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