Embracing AI inOur Industry – Or Resisting It?
A Panel Surprise
When I was asked to sit on a panel at a recent GNEX Conference, I was told the subject would be Customer Acquisition—a topic that is both timeless and ever-evolving in our industry. I prepared my thoughts around strategies for engagement, conversion, and retention. Yet, to my surprise, the conversation quickly morphed into a full-scale discussion about Artificial Intelligence and how it is reshaping the landscape of hospitality and real estate.
The four panelists, each with impressive backgrounds, came at the subject from entirely different perspectives. That in itself was fascinating: while we were aligned on the fundamentals of customer acquisition, our approaches to AI revealed varying levels of adoption, skepticism, and vision. What struck me most, however, was how many in the audience—and even some within the panel—had not yet fully embraced AI as a central tool in their businesses.
Customer Acquisition: The Fundamentals Remain
Customer acquisition has always been about finding the right audience, building trust, and converting relationships into meaningful, lasting engagements. Those fundamentals remain unchanged. What is changing is the toolkit we have at our disposal. AI has quickly inserted itself into nearly every facet of the process—predicting customer behavior, personalizing outreach, optimizing marketing spend, and even guiding post-purchase engagement.
With Intelligence Comes Bias
But with intelligence of any kind comes bias. Whether it’s human intuition, machine learning, or a mix of both, the outcomes are influenced by the inputs. AI can amplify strengths, but it can also accelerate mistakes if not approached with care. This is why leaders must not only understand the technology but also the transformation it drives—because it’s not the technology itself that challenges us, it’s the way it reshapes business models, workflows, and expectations.
Tools, Craftsmanship, and Mastery
I often compare this shift to a craftsman choosing between hand tools and power tools. If a master luthier creates a violin using only hand tools, the artistry is undeniable. But what if that same craftsman uses power tools? Is the finished instrument any less of a masterpiece? The sound may be just as beautiful, the music equally moving. The question isn’t whether the tool diminishes the outcome—it’s whether the craftsman uses it skillfully.
AI, like power tools, can accelerate output and expand possibilities, but it still requires judgment, creativity, and experience to shape results that truly resonate. The human element—the spark of originality, the ability to interpret nuance, the capacity to inspire—remains irreplaceable.
Use AI Responsibly
My daughter likes to remind me that large language models consume nearly ten times more energy than a simple Google search. She’s right—AI is powerful, but it comes at a cost. That doesn’t mean we should avoid it entirely; it means we should learn to use it wisely.
Think about it this way: if you need a quick phone number for a plumber, Google will get you there faster and more efficiently. If you’re looking for reviews on local happy hours, Yelp is the natural fit. Need help with software updates or a tutorial? YouTube has thousands of creators ready to walk you through it.
Not every problem requires an AI solution. Sometimes, the old tools are still the best tools. By leaning on AI where it truly adds value—and relying on other platforms when they’re better suited—we can keep our businesses efficient, sustainable, and human-centered.
From Two Dimensions to Three
Some see AI as a leap from two dimensions into three. Suddenly, data has depth—it moves beyond flat numbers and reports into predictive, dynamic insights. That shift can feel disorienting, but it also opens entirely new ways of seeing opportunities.
Discernment in Leadership
Still, just because we can use AI doesn’t mean we always should. Leaders need discernment. It is easy to get caught up in the novelty and power of new tools, but wisdom lies in aligning them with purpose. AI should serve your goals, not replace them.
Related: How AI Makes Me a Better Leader
The Irreplaceable Human Touch
In hospitality and real estate, relationships remain the currency of success. No algorithm can substitute for a handshake, a shared experience, or the trust built over time. AI may support the process, but it should never overshadow the essence of human connection.
Balancing Technology and Humanity
So, embracing AI or resisting it? The truth lies somewhere in between. To reject it entirely is to miss opportunities. To embrace it blindly is to risk missteps. The path forward is about balance: using AI where it makes us stronger, faster, and more precise, while never losing sight of the human touch that defines our industry. Because in the end, technology may shape the stage, but it is people who deliver the performance.
At BluWater, we are committed to that balance. Through partnerships with platforms like Shopr Rewards (https://shoprapp.com/) and ConversionIQ.ai (https://www.conversioniq.ai/), we are harnessing AI to create smarter, more human-centered approaches to customer acquisition. Shopr Rewards enables businesses to engage customers with precision and authenticity though insight and intelligence, while ConversionIQ.ai sharpens the analytics that ensure campaigns convert into lasting relationships. These tools aren’t about replacing human connection; they’re about amplifying it—so that technology strengthens the relationships at the heart of hospitality and real estate.
