Why structured product data is construction’s competitive advantage

Construction has a data problem. It’s not so much a data shortage, we’ve plenty of that; the issue is accessibility. Too often, vital information is scattered across our industry; sitting within locked PDFs, secured in proprietary databases or tucked away in rusty file cabinets. This fragmentation and disconnection can lead to project delays, costly mistakes and missed opportunities.

But the solution to connecting these data siloes doesn’t lie in waiting around for new regulations to force change. The answer is already here, in the form of structured, accessible product data that works across digital systems. The firms adopting this technological approach now aren’t just preparing for future compliance; they’re gearing up for competitive advantage.

The NBS Digital Construction Report 2025 revealed that whilst 72% of the industry has embraced BIM and 86% are using cloud computing, we’re still struggling with basic product data management. Only 29% of suppliers use Product Information Management systems, and communication about their implementation remains poor.

The data silo problem manifests in familiar ways. Designers can’t quickly verify if a specified product meets sustainability requirements. Contractors struggle to access accurate installation guidance on site. Building managers lack the information needed for efficient maintenance. At each handover point, critical data is often lost or simply not provided.

Platforms such as NBS Source already provide the infrastructure for solving this problem. These have been developed following industry initiatives such as Uniclass, the Code for Construction Product Information (CCPI) and in partnership with certification bodies. By encouraging manufacturers to structure their data for digital use, these platforms make product information accessible, accurate and actionable across the entire project lifecycle.

This structured approach delivers immediate benefits. Designers gain instant access to verified environmental data, helping them make informed decisions about embodied carbon and lifecycle impacts. Contractors can access accurate installation guidance exactly when needed. Building managers can plan maintenance based on actual product specifications rather than relying on incomplete records.

The efficiency gains are significant. When teams aren’t busy hunting for information, projects move faster. When everyone works from the same trusted data source, mistakes become less frequent. And the industry as a whole becomes more sustainable when environmental performance features can be measured and verified, rather than simply ‘claimed’.

Various regulatory developments are reinforcing the need for this structured approach. Under the EU’s Construction Products Regulation 2024, Digital Product Passports (DPPs) will become mandatory and initially rolled out for product categories such as concrete, steel and insulation. These DPPs are structured digital datasets that follow a product throughout its lifecycle, containing manufacturer details, technical specifications, performance data, standards compliance, and environmental impact information.

For the UK, the Construction Products Reform Green Paper and the subsequent White Paper due in the Spring of 2026 will determine how closely we’ll align with European standards. Our strong trade links with Europe mean that alignment with these standards is crucial for market access and competitiveness.

The good news? Those manufacturers already working with structured product data are well-positioned for these changes. By structuring their data for digital use now, NBS Source makes it easier to move towards creating and maintaining DPPs when regulatory compliance requires it.

Standardised product identifiers are essential for making structured data work in practice. That’s why NBS has partnered with GS1 UK to integrate Global Trade Item Numbers (GTINs) into NBS Source. GTINs create FEATURES a unique digital identity for every product, enabling consistent data flow from manufacturers’ systems through specification platforms to procurement, installation, and asset management.

Early adopters – including Knauf Insulation, Aico, Devi, and Ibstock – are already using GTINs on NBS Source. Clearly, GTINs have a tangible purpose; helping to remove ambiguity when referencing a product and ensuring trusted product data is available at every stage of the product’s lifecycle.

Access to this kind of consistent, reliable data offers the potential for greater competitive advantage. The potential benefits are multiple.

When product information follows standardised formats with unique identifiers, it can move seamlessly across different digital systems. This interoperability is what turns fragmented data into a connected, usable resource.

Perhaps most importantly, high-quality, well- structured data is essential for AI adoption. NBS research shows that two in five industry professionals are already using AI, with another 38% of practitioners planning its adoption within five years. This rapid acceleration is being driven by productivity gains in efficiency, safety, and sustainability.

But AI systems are only as good as the data they’re given. Fragmented, inconsistent product information limits what these technologies can achieve. Structured, standardised product data provides a necessary foundation for AI to deliver value.

We have all the essential infrastructure; what’s needed now is a wider cultural shift towards openness, collaboration, and continuous improvement in how we manage product data.

The construction industry can continue struggling with fragmented data siloes, or we can welcome the structured, collaborative approach that modern tools enable. The choice isn’t just about complying with future regulations. It’s about building a more efficient, sustainable and innovative industry.

Recent research from NBS shows that 46% of the industry is now aware of DPPs, and among those, 83% support UK adoption. For manufacturers, that means digitising your product data now. Easier discoverability across search engines, procurement systems, and marketplaces helps open new routes to market. Digital transformation creates competitive differentiation. Industry professionals should demand GTINs and high-quality, structured information.

The call for improved digital data should come from everyone in construction; clients, building designers, contractors and operators. The firms making these moves today won’t just be prepared for the coming regulatory changes, they’ll thrive in the newly digitised marketplace.

The infrastructure is ready. The standards work. What is needed now is action.

This article appears in the AT journal issue 156 Winter 2025 as "Why structured product data is construction’s competitive advantage" and was written by Dr Stephen Hamil, Innovation Director, NBS.

--CIAT