Tag: senior living innovation

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.

The fastest-growing digital audience isn’t Gen Z, it’s older adults who helped build the internet and now expect technology to work for them. As more consumers age online, the gap between how brands market and how older adults actually engage continues to widen, and the brands that close it will win attention, trust, and loyalty.

That was the focus of Varsity’s weekly Roundtable, where we welcomed Ginna Baik, Director of AgeTech at AOL, for a timely conversation on marketing to the OG’s of the internet. 

Drawing on nearly 16 years in age tech and her recent consumer-focused work, Ginna challenged common misconceptions about older adults and shared what truly resonates, from age-inclusive brand cues to integrated technology that removes friction and supports independence and connection. Below are a few Fresh Perspectives from her discussion.

DON’T AGE THE BRAND BY TRYING TO LOOK “SENIOR” 

Older adults don’t see themselves as old, and brands that lean into dated visuals, language, or stereotypes immediately lose relevance. Marketing that overemphasizes amenities, gray hair, or dependency unintentionally signals decline instead of vitality.

THE FASTEST-GROWING DIGITAL AUDIENCE IS ALREADY ONLINE — AND THEY EXPECT MORE 

The OGs of the internet were early tech adopters and now expect digital experiences to be intuitive, useful, and human. Treating technology as an add-on rather than a core lifestyle enabler creates friction and erodes trust.

ACTIVE AGERS CARE MORE ABOUT LIFESTYLE THAN AMENITIES 

Patios, fountains, and floor plans don’t sell the future. Longevity, wellness, independence, and connection do. Amenities matter, but only when they’re framed as tools that support how people want to live.

TECHNOLOGY SHOULD BE INTEGRATED, NOT CHECKED OFF 

A “technology page” isn’t a strategy. Smart homes, voice tools, and automation only create value when they’re woven into everyday life, workflows, and storytelling — not treated as a feature list.

AI IS VALUABLE WHEN IT REMOVES FRICTION, NOT WHEN IT ADDS FLASH 

The real promise of AI isn’t novelty, it’s optimization. When applied correctly, AI reduces manual work, supports staff, and improves outcomes — freeing people to focus on care, connection, and experience.

THE FUTURE OF SENIOR LIVING EXTENDS BEYOND THE COMMUNITY WALLS 

With the vast majority of older adults aging at home, growth depends on hybrid models, partnerships, and services that reach into the home. The opportunity isn’t just move-ins, it’s relevance.

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.