Tag: artificial intelligence

QUOTES

“The OGs of the internet really understand how to leverage technology to get the most out of it, but they also know when to turn it off. They’re the ones we should model when it comes to healthy boundaries and good engagement with technology.” (Ginna)

“People think older adults don’t know how to use technology. When you actually talk to them, they’ll be the first to say, ‘Why don’t you bring in a robot? Why don’t you use voice technology if it’s going to make life easier for the staff?'” (Ginna)

“Older adults see technology as an augmentation of what staff are already doing. I actually think the people preventing technology from becoming part of the ecosystem are often the staff themselves.” (Ginna)

“The reality is that older adults see the value of technology. If it’s easy to use and easy to adopt, they’re on it.” (Ginna)

“Gen X and younger baby boomers are the generation that’s exercising the most. They’re not doing chair yoga. They’re hiking five, ten, fifteen miles. They’re skiing. They’re living very active lives.” (Ginna)

“When I go on a senior living website, I don’t want to be overwhelmed by chatbots and pictures of everyone smiling. I want to know what your lifestyle is. What are you really about?” (Ginna)

“They like simplicity. They like elegance. Simpler is better—not because it’s for old people, but because it’s easier to find what you’re looking for. They hate clutter.” (Ginna)

“Technology is a means to the end. If it’s going to help me maintain my independence and still do the things I love in a different way, then that’s exactly how we should age.” (Ginna)

“I see AI as an assistant—a helper. It’s always human in the loop. You’re still in control, but AI gives you those little moments where you think, ‘Oh, I didn’t think about that.'” (Ginna)

“The whole idea of preventing a fall instead of waiting until someone needs help—that’s going to be a game changer.” (Ginna)

“The most successful senior living organizations won’t just operate inside their four walls. They’ll already be working with future residents in their homes years before they ever move in.” (Ginna)

NOTES

Ginna Baik is an aging technology strategist and consultant with more than 20 years of experience helping organizations use technology to improve the lives of older adults. She previously served as Director of AgeTech at AOL and is a board member for LeadingAge California and Eschaton. Her work focuses on digital engagement, consumer experience, AI and helping senior living organizations prepare for the next generation of older adults.

Before joining AOL, Ginna held leadership roles at Amazon Alexa, HP and other technology organizations, where she focused on voice technology, connected living and digital consumer experiences. She is widely recognized as a leading voice in AgeTech and regularly advises senior living providers on technology strategy, AI adoption and consumer engagement.

Older adults are far more comfortable with technology than many organizations assume. Many were among the first internet users, adopted email decades ago and now use smartphones, online banking, travel planning and AI tools at rates much closer to the general population than stereotypes suggest.

Today’s active agers expect marketing that reflects how they actually live. Rather than showing passive lifestyles, organizations should emphasize adventure, lifelong learning, wellness and authentic community experiences that resonate with younger boomers and Generation X.

Senior living websites often overwhelm visitors with chatbots, floor plans and sales messaging before explaining the community’s lifestyle. Technology should personalize and simplify the experience rather than create additional friction.

The most successful technology feels natural and supports independence without calling attention to itself. Voice assistants, smart home features and AI should help people accomplish everyday tasks while allowing them to remain in control.

AI delivers its greatest value by removing friction from everyday life. Instead of replacing people, it should function as an assistant that anticipates needs, provides helpful suggestions and makes routine decisions easier.

Technology can play a major role in preventing falls, supporting aging in place and improving quality of life through smart homes, voice control and passive monitoring that respects privacy while helping older adults remain independent.

For senior living providers, one of AI’s biggest near-term opportunities is reducing caregiver documentation and administrative work, helping staff capture more accurate information, improve care plans and spend more time with residents.

The future of senior living extends beyond the walls of a community. The most successful organizations will begin building relationships with future residents years before they move in, using technology to support aging at home and create a seamless transition when additional care is needed.

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The following is a recap from Varsity’s Roundtable, 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. 

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Artificial intelligence is quickly becoming part of everyday life, and one of its most promising applications may be helping older adults stay connected, engaged and independent. 

That was the focus of a recent session of Varsity’s weekly Roundtable featuring Assaf Gad, VP of Strategy and General Manager at Intuition Robotics, the company behind ElliQ, an AI-powered companion created specifically for older adults. Gad shared how AI companions are helping reduce loneliness, personalize support and strengthen the circle of care without replacing family members or caregivers. Below are a few Fresh Perspectives from his discussion.

AI SHOULD STRENGTHEN HUMAN CONNECTION, NOT REPLACE IT

The most effective AI companions don’t replace caregivers or family members. They make it easier for older adults to stay connected to the people, services and communities that support them.

PROACTIVE AI CAN DRIVE BETTER OUTCOMES

The biggest difference between an AI companion and a voice assistant is initiative. By learning routines and offering timely prompts, AI can encourage healthier habits, stronger social connections and greater independence.

PERSONALIZATION BUILDS TRUST AND ADOPTION

Older adults don’t need to master the technology on day one. AI that adapts to each person’s pace, preferences and comfort level creates stronger engagement and long-term adoption.

THE GOAL IS INDEPENDENCE, NOT SURVEILLANCE

Successful AI solutions give older adults more control over their lives. Consent, dignity and user choice should remain at the center of every interaction and every connection with caregivers.

AI CAN HELP CARE TEAMS WORK SMARTER

AI companions can surface timely insights, automate routine check-ins and promote community programs, allowing staff to prioritize residents who need the most attention while improving engagement across the community.

VARSITY’S FRESH PERSPECTIVE

AI companions represent one of the most promising applications of artificial intelligence in senior living because they address a uniquely human challenge: connection. While much of the AI conversation focuses on automation and efficiency, technologies like ElliQ remind us that AI can also strengthen relationships, encourage healthy behaviors and help older adults maintain their independence. 

The most successful solutions won’t replace people, they’ll help people stay more connected to one another. For senior living organizations, the opportunity extends beyond adopting new technology, it’s about thoughtfully integrating AI into the resident experience and using it to support care teams and personalize everyday interactions.

Artificial intelligence is rapidly changing the way consumers search for information, evaluate options and make decisions online. As AI-powered platforms like ChatGPT, Gemini, Claude and Perplexity become a larger part of the consumer journey, senior living organizations are beginning to ask an important question: How do we ensure our brand gets found, cited and recommended?

That was the focus of a recent session of Varsity’s weekly Roundtable featuring Jeremy Freeman, Zack Collevechio, and Dave Shoffner. The trio explored how AI is reshaping paid media, website content and public relations, while sharing practical strategies senior living organizations can use to build visibility and credibility in an increasingly AI-driven search environment. Below are a few Fresh Perspectives from their discussion.

BRAND STRENGTH IS BECOMING A COMPETITIVE ADVANTAGE

As AI helps consumers narrow their options more quickly, trusted and recognizable brands are more likely to be surfaced and recommended. Future visibility may depend less on who ranks highest and more on who has established credibility, awareness and authority in the marketplace.

FEWER CLICKS DOESN’T NECESSARILY MEAN LESS OPPORTUNITY

As AI provides answers directly within search results, website traffic may decline. However, those who do click through are likely to be further along in the decision-making process and more qualified. Success may be measured less by traffic volume and more by the quality of engagement and leads generated.

FIRST-PARTY DATA IS GROWING IN VALUE

Clean CRM data, audience insights and customer information are becoming increasingly important as AI-powered targeting and recommendation systems evolve. Organizations that invest in their data infrastructure today will be better positioned as AI becomes more integrated into marketing and consumer decision-making.

EARNED MEDIA MAY MATTER MORE THAN YOUR WEBSITE

While websites remain important, most AI citations come from third-party sources such as news coverage, industry publications, research, Wikipedia and community-driven platforms. Building credibility outside your own channels is becoming a critical part of AI visibility.

AI IS REWARDING AUTHORITY, NOT JUST CONTENT

Organizations that provide expertise, perspective and context are more likely to be cited than those simply publishing information. As AI helps users understand the bigger picture, thought leadership and trend-focused content are becoming increasingly valuable.

THE BEST AI STRATEGY MAY BE BETTER COMMUNICATIONS

One of the most encouraging takeaways is that organizations do not need to reinvent their marketing strategy. Media relations, thought leadership, speaking opportunities and strong content remain some of the most effective ways to build both human and AI credibility.

Artificial intelligence is quickly becoming part of the conversation across the aging services landscape, and CCaH organizations are beginning to explore what it might mean for marketing, operations and strategic decision-making. While many teams are still in the early stages of adoption, the pace of innovation is accelerating, making it increasingly important for leaders to understand where AI is headed and how it might support their work.

That was the focus of a recent presentation by Zack Collevechio, Senior Data Scientist at WildFig and Pavone Group, during Varsity’s most recent Age-in-Place Roundtable. Below are a few Fresh Perspectives from his discussion.

THE AI LANDSCAPE IS MOVING FAST – Major technology companies like OpenAI, Anthropic and Google are releasing new AI models at a rapid pace. Many of the most advanced tools available today didn’t exist just a few months ago, which means the capabilities of AI are improving almost continuously.

NOT ALL AI TOOLS ARE THE SAME – Platforms like ChatGPT, Claude and Google’s Gemini each have different strengths. Some models are better for research, others for writing or media generation. Teams may benefit from experimenting with multiple tools rather than relying on a single platform.

AI CAN HANDLE MORE COMPLEX TASKS – While many people still think of AI as a chatbot that writes emails or blog posts, today’s models can analyze large documents, summarize complex information and support more advanced workflows.

CONTEXT, MEMORY AND AGENTS ARE CHANGING THE GAME – New AI capabilities include larger context windows (which allow tools to process far more information), built-in memory that remembers preferences and templates, and “agentic workflows” where AI can complete tasks more independently.

EXPERIMENT, BUT VERIFY – AI is a powerful tool, but it’s not perfect. Hallucinations can still occur, particularly with niche topics, so human review and fact-checking remain essential.

PRIVACY AND DATA PROTECTION MATTER – Free AI tools may use prompts and inputs to train their models, while paid subscriptions often offer stronger privacy controls. Organizations should consider how data is handled when selecting tools.

AI has officially moved past being a copy assistant and into becoming a full creative studio and operational sidekick. That was the theme Zack Collevechio of WildFig explored as a guest on Varsity’s weekly Roundtable.

From practical demos using Google Gemini to real-world applications like lead nurture, review responses, ad optimization, and market scanning, Zack emphasized that the winning approach is focused scope, clear process, and privacy-forward habits that minimize data exposure instead of relying on disclaimers. Below are a few Fresh Perspectives from his discussion.

AI IS NOW A CREATIVE STUDIO, NOT JUST A WRITING TOOL

The “six fingers” era is fading fast. Text-to-image, image editing, and even audio+video generation are now good enough for real marketing iteration, which changes speed, budget, and expectations.

CONSISTENCY IS THE REAL BREAKTHROUGH

The headline isn’t that AI can generate a pretty image, it’s that it can make one precise change without “drifting” the faces, background, or composition. That unlocks fast A/B testing and brand-safe variations at scale.

THINK “MICRO-AGENTS,” NOT “HANDLE MY BUSINESS”

The most reliable agentic setups are narrowly scoped roles (lead nurture, review response, lead scoring) with clear guardrails and handoffs, instead of one generalist bot that wanders.

AGENTS ARE JUNIOR STAFF WHO NEED SOPs AND OFFRAMPS

If you wouldn’t assign a task without context, rules, and escalation paths, don’t do it with AI. Give it the right data, define approval steps, and tell it what to do when it gets stuck.

SCHEDULED COMPETITOR CHECKS ARE A LOW-RISK ONRAMP TO AGENTIC WORKFLOWS

Weekly or monthly “scan the market and report back” is a practical first use case because it’s repetitive, measurable, and doesn’t require PHI or high-stakes decisioning.

PRIVACY IS A STRATEGY, NOT A DISCLAIMER

“Read the docs” is step one, but the real protection is minimizing data exposure: obfuscate personal details, separate PHI from prompts, and set internal policies so AI doesn’t quietly become an ungoverned workflow.

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.