What is ATEN, and who was it built for?

ATEN is an AI-powered support assistant for Screen Innovations (SI) and Shade Innovations dealers and installers worldwide. It is free and accessible through any modern web browser, with an installable web app available on iPhone, Android, Mac, and Windows. It operates 24 hours a day, 365 days a year, with no software to install or updates to manage.

What can ATEN actually do for an installer on a ladder?

ATEN answers installation, setup, troubleshooting, and smart home and commercial integration questions by drawing from SI's official product documentation, recorded support calls, and installation guides. Installers can submit questions by typing or by speaking, and can attach a photo of a wiring run or label for visual reference. ATEN also retrieves real-time order and case status, including ship status, tracking numbers, and expected delivery dates. A built-in Zigbee planning tool guides installers through wireless network design for motorized screens and shading systems. When a request falls outside ATEN's trained scope (pricing, custom specifications, or complex problems), the tool routes the conversation automatically to SI's Inside Sales or Design Services teams with the relevant context attached.

What technology is ATEN built on?

ATEN is built on Claude, Anthropic's AI platform, and has been trained specifically on SI's product library, dealer workflows, and support knowledge base. According to SI Technical Support Manager Dan Rosen, who conceived and developed the tool, ATEN is designed to deliver answers sourced directly from SI's official documentation rather than generating responses from general knowledge. As SI publishes new products and resources, the tool updates continuously.

What products and technologies does ATEN cover?

ATEN covers SI's full portfolio, including motorized projection screens, window coverings, the Black Diamond screen material line, SI Motor Technology, Zigbee and Power over Ethernet (PoE) protocols, the SI Ecosystem platform, and drapery solutions. SI markets through the CEDIA custom integration channel in more than 72 countries, so the support scope spans both residential and commercial installation contexts.

Why does this tool matter to the dealer channel?

Ryan Gustafson, Founder and CEO of Screen Innovations, said: "Installers shouldn't have to stop a job and wait for help. With ATEN, expert answers are available instantly by text or voice, anytime, anywhere, 24/7/365. Whether they're on a ladder, at a jobsite, or working after hours, ATEN is there." Rosen added that he built ATEN because dealers need answers in real time and that the tool is intended to free the human support team to focus on more complex issues that require direct intervention.

Corporate · June 30, 2026

Screen Innovations Launches ATEN, an AI-Powered Support Assistant Built for Dealers and Field Installers

The 24/7 tool answers technical questions by voice or text, tracks orders, and escalates to a human when needed.

By AVinBrief Editorial Desk · June 30, 2026

What is ATEN, and who was it built for?: ATEN is an AI-powered support assistant for Screen Innovations (SI) and Shade Innovations dealers and installers worldwide. It is free and accessible through any modern web browser, with an installable web app available on iPhone, Android, Mac, and Windows. It operates 24 hours a day, 365 days a year, with no software to install or updates to manage.
What can ATEN actually do for an installer on a ladder?: ATEN answers installation, setup, troubleshooting, and smart home and commercial integration questions by drawing from SI's official product documentation, recorded support calls, and installation guides. Installers can submit questions by typing or by speaking, and can attach a photo of a wiring run or label for visual reference. ATEN also retrieves real-time order and case status, including ship status, tracking numbers, and expected delivery dates. A built-in Zigbee planning tool guides installers through wireless network design for motorized screens and shading systems. When a request falls outside ATEN's trained scope (pricing, custom specifications, or complex problems), the tool routes the conversation automatically to SI's Inside Sales or Design Services teams with the relevant context attached.
What technology is ATEN built on?: ATEN is built on Claude, Anthropic's AI platform, and has been trained specifically on SI's product library, dealer workflows, and support knowledge base. According to SI Technical Support Manager Dan Rosen, who conceived and developed the tool, ATEN is designed to deliver answers sourced directly from SI's official documentation rather than generating responses from general knowledge. As SI publishes new products and resources, the tool updates continuously.
What products and technologies does ATEN cover?: ATEN covers SI's full portfolio, including motorized projection screens, window coverings, the Black Diamond screen material line, SI Motor Technology, Zigbee and Power over Ethernet (PoE) protocols, the SI Ecosystem platform, and drapery solutions. SI markets through the CEDIA custom integration channel in more than 72 countries, so the support scope spans both residential and commercial installation contexts.
Why does this tool matter to the dealer channel?: Ryan Gustafson, Founder and CEO of Screen Innovations, said: "Installers shouldn't have to stop a job and wait for help. With ATEN, expert answers are available instantly by text or voice, anytime, anywhere, 24/7/365. Whether they're on a ladder, at a jobsite, or working after hours, ATEN is there." Rosen added that he built ATEN because dealers need answers in real time and that the tool is intended to free the human support team to focus on more complex issues that require direct intervention.

The Take

What does a manufacturer-trained AI support tool mean for the broader integrator channel, and where does ATEN fit in that shift?

The installer support call is a well-documented friction point in the custom integration channel. A technician on a ladder at 7 p.m. on a Sunday has always had limited options: wait for business hours, scroll through documentation on a phone, or call a colleague who may or may not remember the spec. ATEN is a direct attempt to eliminate that gap for one manufacturer’s dealer base.

What’s worth noting is the training approach. ATEN is not a general-purpose AI assistant pointed at SI’s website. According to the announcement, it was trained on recorded support calls and installation guides alongside product documentation. This is the kind of institutional knowledge that typically lives only in the heads of experienced support staff. That distinction matters: a tool trained on how dealers actually ask questions and what problems they actually encounter in the field is more useful than one trained only on what the product manual says or what is available on the internet.

The escalation design is also thoughtful. By routing unresolvable requests to Inside Sales or Design Services with context attached, ATEN avoids the failure mode common to first-generation chatbots: the dead end where the tool can’t help and doesn’t know what to do next sending users into a frustrating loop. Manufacturers in other product categories in Pro-AV should benchmark what SI is doing as it might hold lessons for their own customer service innovations.

Sources

Screen Innovations Shade Innovations Unleashes ATEN: The AI-Powered Support Agent That Never Sleeps, Screen Innovations (press release)