Category: AI

Artificial intelligence is rapidly changing the way we search for information—and the implications for senior living are profound. In our latest Sales and Marketing Roundtable, Zack Collevechio, Senior Data Scientist at WildFig and Pavone Group, explored how Google’s new AI Mode is shifting search from keyword-driven results to AI-generated answers. Through a live demo and expert insights, Zack showed how this technology is redefining visibility, discovery, and user behavior.

THE NEW FACE OF SEARCH

With AI Mode emerging, search engines are transforming into answers platforms, focusing on delivering direct responses rather than link-based results. This shift marks a new era for search engine optimization, honing in on content’s meaning over traditional keyword strategies.

CONVERSATION AS A KEY STRATEGY

Search engines are moving towards a more conversational interface, enabling dynamic interaction with users. AI retains context and supports follow-up questions, making it crucial for brands to adopt a more dialogue-driven approach.

EXPANDING BEYOND WEBSITES

As AI-driven platforms become predominant, owning visibility across diverse channels such as social media and online forums is vital. This multi-platform presence ensures messaging resonates with the AI, maintaining brand visibility against declining website traffic.

AI DRIVES USER JOURNEY EVOLUTION

AI’s role extends beyond information gathering to actively engaging in user tasks. Expect AI to start facilitating actions such as booking tours directly, highlighting a fundamental shift in user journey facilitation within industries like senior living.

PPC’S TRANSFORMATION UNDER AI

PPC is likely to evolve rather than disappear, shifting distribution of advertising budgets across multiple platforms. As user engagement spans across various digital spaces, a holistic strategy is emerging in response to AI’s growing influence on search behavior.

Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here.

As technology continues to reshape every corner of our lives, few voices understand its impact on aging quite like Laurie Orlov. In this episode of Varsity’s Roundtable Talk, the founder of Aging and Health Technology Watch unpacks how innovation—and a little empathy—can transform the aging experience.

In our conversation, Laurie shared her journey to becoming a thought leader in age-related technology. Laurie also discussed the transformative potential of AI in senior care, advocating for proactive technological solutions and greater inclusivity of older adults in product design processes.

The following are some fresh perspectives from the conversation. Check out the full episode here. 

WHAT INSPIRED YOU TO START AGING AND HEALTH TECHNOLOGY WATCH?

It really came from my own experience caring for my mother. I realized that so many people who enter the age-related technology industry do so because of a personal caregiving experience. This field is filled with people who struggled to care for their parents and went on to create companies in caregiving, health monitoring, and fall detection. My story was that I didn’t know what I was doing, I couldn’t find research, and so I said, “I’m going to write it.”

WHAT DOES AN IDEAL SUITE OF TECHNOLOGY LOOK LIKE FOR OLDER ADULTS?

I use the analogy of PC software suites. Years ago, you wouldn’t buy just a spreadsheet without also having a word processor. The same should be true here. In aging tech, we need suites—connected tools that sit alongside each other and evolve with a person’s needs over time. For instance, a health suite might start with symptom management, move into remote monitoring, and include medication management and hearing support. A mobility suite might combine exercise tools, transportation aids, and peer support. You don’t have to integrate everything—just make sure it works together and follows the user through their life journey.

HOW SHOULD INNOVATORS APPROACH DESIGNING FOR OLDER ADULTS?

Tech companies need to stop designing only for themselves. The average age at Google or Meta is pretty young, and older adults aren’t typically included in the testing process. But they should be—before development and during testing. I once watched an older man on a plane tapping around his iPad, trying to figure out what part of the screen would respond. Why not design pop-ups that guide users? Simple prompts would make a world of difference. The irony is that older adults are a massive market—and they have the money. Companies should be designing with them, not just for them.

HOW DO YOU DEFINE “ALL TECH,” AND WHY SHOULD WE MOVE AWAY FROM “AGE TECH”?

“All tech” means the devices we all use—phones, TVs, tablets—can already be adapted for older adults. For example, on an iPhone, you can enlarge text, boost volume, or change accessibility settings. That’s all tech—it’s universal. Labeling something as “age tech” focuses too much on disability instead of inclusion. We don’t need separate technologies for older adults; we need existing ones configured to meet everyone’s needs.

WHERE DO YOU SEE THE MOST PROMISING APPLICATIONS OF AI IN AGING SERVICES?

AI agents—software assigned to specific tasks—are already transforming home care and senior living. They can handle documentation, help create care plans, or provide prompts during visits. For example, as a caregiver approaches a client’s home, AI could suggest questions to ask based on that person’s history. That’s proactive care. AI can also support hybrid care models—combining in-person visits with remote monitoring during off-hours. People can’t work 24 hours a day, but AI can. It helps fill gaps, making care smarter and more continuous.

Want to hear more from Laurie? Check out the full episode of Roundtable Talk for more fresh perspectives. Watch new episodes of Roundtable Talk on the Varsity website and on Apple Podcasts, Spotify, and iHeartRadio.

AI is rapidly reshaping the digital marketing landscape, and few people are better equipped to break it down than Zack Collevechio, Senior Data Scientist at WildFig and Pavone Group. In this week’s Roundtable, Zack explored how artificial intelligence is transforming everything from SEO strategy to paid search execution. 

He walked attendees through the shifting terrain of search behavior, zero-click results, and how AI-generated overviews are upending the traditional rules of engagement between content creators and search engines. With the line between organic and paid traffic blurring, organizations need to rethink how they measure success and capture value in a more intent-driven, conversational digital environment.

AI TRANSFORMS SEO STRATEGY

With AI advancing beyond keywords, SEO now focuses on understanding user intent and delivering conversational results. As AI becomes integral, adopting strategies that align with AI’s interpretative capabilities is crucial.

ZERO-CLICK SEARCHES REDEFINE TRAFFIC METRICS

AI-driven zero-click searches are rising, where users find answers directly in search results without site visits. This shift mandates new ways to measure engagement and brand visibility as traditional click-through metrics decline.

PPC’S STEADFAST ROLE IN A CHANGING LANDSCAPE

Despite AI’s impact on SEO, PPC remains less affected as it targets decision-ready consumers. Integrating PPC with AI solutions like Performance Max campaigns ensures continued relevance and effectiveness.

OPTIMIZING DOMAIN AUTHORITY BEYOND SPENDING

While PPC spend might influence domain authority slightly, the real impact comes from established web presence, traffic, and high-quality backlinks. Building credibility with authoritative sources boosts trust with search engines.

EXPANDING SEARCH HORIZONS WITH AI PLATFORMS

As AI platforms gain traction as search engines, maintaining updated UTM tracking and leveraging industry tools to monitor AI-driven traffic becomes vital. Staying on top of these shifts ensures maximum visibility.

CONVERSATIONAL AND STRUCTURED CONTENT IS KEY

In the era of AI, crafting content that is both conversational and structured enhances accessibility and relevance. Ensuring AI can effectively interpret and present your content is essential for maintaining a strong web presence.

Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here.

AI took center stage at this week’s Roundtable, where we were joined by Zack Collevechio, Senior Data Scientist at Pavone Group and WildFig. Zack explored how teams across industries can integrate AI into their daily workflows—whether through automating repetitive tasks, creating content, analyzing data or enhancing decision-making.

From practical tips to forward-looking insights, Zack’s presentation showed that AI isn’t just for tech teams—it’s a tool any professional can use to work smarter. Whether you’re just beginning to explore its potential or ready to level up, Zack offered clear, actionable ways to make AI a valuable part of your workday.

THE LANGUAGE EDGE

Writing and communication are where AI thrives. From blogs and emails to social posts and newsletters, AI can generate, refine, and even translate content with surprising ease—saving time and boosting productivity.

CUSTOM GPTS, CUSTOM RESULTS

With custom GPTs, repeated tasks like social content or SEO planning become smoother. Save instructions once, and AI remembers your preferences—making it a powerful, personalized assistant.

SERVICE, SIMPLIFIED

AI is transforming customer service—handling emails, responding to reviews, and soon, even answering calls with human-like voice and CRM integration. Automation is becoming the silent force behind better support.

SEARCH, REINVENTED

AI is no longer just a writing tool. With live web access, it’s now a real-time search engine—delivering current, accurate answers and replacing outdated, static models.

THINK FIRST, THEN RESPOND

Reasoning models use “chain of thought” to work through complex problems step by step, instead of rushing to answer. This thoughtful approach mirrors human logic and makes AI more reliable than ever.

DEEP RESEARCH, REAL RESULTS

AI can now manage in-depth projects like sales strategies or tech evaluations. It asks clarifying questions, runs dozens of web searches, tracks progress, and delivers tailored, data-backed insights—all on its own.

THE RISE OF AGENTIC AI

Next up: agentic AI. These autonomous bots will take full actions—answering calls, updating CRMs, scheduling follow-ups—without supervision. Think of them as invisible team members doing real work in the background.

Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here. 

Over the past two decades, the senior living industry has witnessed remarkable changes driven by technology and data. From improving operations to enhancing resident care, these advancements have transformed the way we serve aging populations. Today, artificial intelligence (AI) presents an even greater opportunity to reshape the future of aging services. 

AI isn’t just another technological trend; it is a transformative force that has the potential to improve every aspect of retirement living—from resident experience and wellness to sales, marketing, and operations. But achieving this transformation requires a clear, strategic approach. 

Varsity and the data scientists at Pavone Group’s data and analytics firm, WildFig, have watched this digital transformation unfold and have tracked the rise of AI over the past few years. Together, we’ve partnered with clients to embrace this innovation, helping them leverage AI to enhance decision-making and drive operational efficiency. 

Here’s a closer look at how the process we use to make that happen:  

THE AI ROADMAP: A PROVEN PROCESS FOR TRANSFORMATION 

Before an organization or community can truly embrace AI, we first need to develop a roadmap that aligns with their mission and strategic goals.  

1. ENGAGE LEADERSHIP THROUGH INTERVIEWS – We start by sitting down with your executive team to uncover key challenges, opportunities, and goals. AI is not a one-size-fits-all solution; understanding your organization’s unique needs ensures that AI initiatives are both practical and impactful.
2. MAP WORK PROCESSES – Using the insights from leadership, we map out workflows across departments. By identifying inefficiencies and opportunities for automation or enhancement, we lay the groundwork for targeted AI applications.
3. IDENTIFY PILOT PROJECTS – Pilots are critical for demonstrating quick wins and building organizational buy-in. Whether it’s optimizing sales pipelines, improving operational efficiency, or personalizing resident engagement, we help you select and implement high-impact pilot projects.
4. GUIDE STRATEGIC TRANSFORMATION – With the success of pilot projects, we support your organization in scaling AI initiatives across departments. The result? A cohesive, AI-enabled operation that enhances resident satisfaction, improves employee productivity, and drives overall organizational success. 

WHY NOW? 

AI is no longer a future concept—it is already transforming industries worldwide. For senior living, the stakes are high. Aging populations are growing, expectations for personalized services are increasing, and competition is fiercer than ever. Organizations that embrace AI now will be positioned as leaders, delivering unmatched resident experiences while optimizing their operations for long-term success. 

TAKE THE FIRST STEP TOWARD AI TRANSFORMATION 

Embracing AI is a continuous evolution that calls for thoughtful planning, clear priorities, and a commitment to change. With the right guidance and strategies, your organization can unlock its full potential, transforming the way you serve and support your community.

Got questions about AI and how your community can embrace it? Contact Varsity President Derek Dunham at ddunham@varsitybranding.com.