Beyond Smart

“Smart” has become one of the most overused—and increasingly vague—terms in the glass and glazing world. From smart phones to smart homes to smart glass, the label has been applied so broadly that its meaning often gets lost in translation. But if we look beyond the buzzword, there’s real opportunity in what modern, forward-looking glass technologies can deliver—both for end users and for those of us who bring these products to market. 

The issue with "smart"

Today’s building occupants and owners are expecting more from their glazing. They’re looking for performance that goes beyond energy efficiency alone—think privacy on demand, security enhancements, wellness improvements, dynamic shading, and even energy-generating surfaces. Publications like Window + Door Magazine have spotlighted these trends in features like “Window to Innovation,” which highlights how innovative fenestration products are commanding premium margins of 20% to 40%. That’s not a trend—it’s a wake-up call.  

Yet in some corners of our industry, there’s still hesitation around adopting new technology. Concerns about cost, complexity, or market readiness can cloud the conversation. But companies that are embracing innovation today aren’t just staying current—they’re setting the standard. They're attracting forward-thinking partners, responding to modern customer demands, and ultimately gaining a competitive edge. 

What's next?

The challenge—and the opportunity—is to think beyond “smart” as a catch-all, and instead start using clearer language that communicates value. Is the glass energy-harvesting? Security-enhancing? Adaptive to light and heat? Wellness-supporting? Bird-friendly?  These are the features that matter to architects, contractors, and building owners alike. 

We’re at an inflection point. Technologies like photovoltaic glass, and advanced laminated systems aren’t concepts for the future—they’re here now, and they’re redefining how glass contributes to performance, comfort, and safety. These aren’t gimmicks—they’re high-value solutions that solve real-world challenges. Whether it’s controlling glare and solar gain, generating clean energy, or adding a layer of protection, forward-thinking glass is elevating the role of the building envelope. The companies that actively invest in these technologies—understanding them, offering them, educating others about them—will be the ones leading our industry into its next chapter. 

Let’s not be passive observers. Let’s be the ones pushing forward—adopting, adapting, and educating our partners and clients on what modern glass can do. Because in a world where buildings are expected to perform like machines, glazing should be part of the solution—not an afterthought.