2 Utah companies are quietly changing how AI actually works for real businesses
In the rapidly evolving landscape of artificial intelligence (AI), two Utah companies are making significant strides in how AI is utilized in real-world business applications. MyAdvice, a marketing technology firm based in Park City, and GCommerce, a digital marketing agency focused on the hospitality sector, are pioneering innovative solutions that enhance efficiency and effectiveness for their clients.
MyAdvice: Custom AI Solutions for Healthcare
Shawn Miele, the founder of MyAdvice, has been at the forefront of digital marketing for healthcare providers, including doctors, dentists, and lawyers. With over a thousand clients, Miele recognized a pivotal opportunity three years ago: the potential of AI to revolutionize the healthcare marketing landscape.
MyAdvice developed an AI system named Maya, which sets itself apart from typical chatbots by offering custom small language models tailored to each client’s specific needs. Unlike generic AI models that can produce inaccurate responses, Maya is trained on verified information relevant to each individual practice, ensuring a higher level of accuracy and reliability.
The Importance of Customization
The customization of AI models is crucial for establishing trust with clients and their patients. Miele explains, “Generic AI is prone to hallucination, meaning it confidently produces inaccurate answers.” By utilizing a small language model that is specifically designed for each practice, the likelihood of errors is significantly reduced.
The results from MyAdvice’s implementation of Maya have been impressive. Practices that switched to Maya for their website chat experienced a tripling of conversion rates. Additionally, the average response time to patient reviews decreased from over 20 days to under 24 hours, with nearly all reviews receiving a timely response. This improvement allows healthcare providers to focus on patient care rather than administrative tasks.
GCommerce: Revolutionizing Hotel Marketing with AI
Scott Van Hartesvelt, the CEO of GCommerce, has been navigating the digital marketing landscape for hotels for over two decades. Managing the online presence of 2,500 properties across the country, Van Hartesvelt has witnessed firsthand the transformative impact of AI on the hospitality industry.
One of the critical challenges GCommerce addresses is the increasing reliance of travelers on AI tools like ChatGPT and Google Gemini for planning and booking trips. While this trend could benefit hotels, it often reroutes bookings through third-party sites like Expedia and Booking.com, which charge high commissions and sever the direct relationship between hotels and their guests.
A Historical Perspective
Van Hartesvelt draws a parallel between the current state of the hotel industry and the aftermath of the September 11 attacks, when online travel agencies began to dominate the market. “If you watch ChatGPT ads on TV, they’re almost always about travel,” he notes, highlighting the urgency for hotels to regain control over their bookings.
Research indicates that the average traveler visits 141 separate pages over 45 days before making a hotel reservation, and a significant percentage of travelers find the planning process unenjoyable. GCommerce aims to streamline this experience by integrating hotel inventory directly into AI systems, allowing hotels to present their own availability and pricing when travelers inquire through AI platforms.
Implications for Utah’s Business Landscape
While discussions around AI regulation and policy are ongoing in Utah’s legislative circles, Miele and Van Hartesvelt believe that the reality of AI’s application in businesses is already ahead of the policy conversation. AI is actively being utilized in dental offices and hotel booking systems across the state, responding to patient inquiries and shaping consumer decisions.
Both entrepreneurs acknowledge the challenges that come with integrating AI into business operations. Concerns about trust, job security, and transparency are prevalent among clients and staff. However, they emphasize the importance of addressing these issues proactively to foster a positive relationship between AI and its users.
The Future of AI in Business
As AI continues to evolve, the potential for further innovations in business applications is immense. Companies like MyAdvice and GCommerce are leading the charge by demonstrating how tailored AI solutions can enhance customer engagement and operational efficiency.
With the ongoing advancements in AI technology, it is crucial for businesses to stay informed and adapt to these changes. The success stories from Utah serve as a testament to the transformative power of AI when applied thoughtfully and strategically.
Note: The information provided in this article is based on the latest developments in AI applications within Utah businesses as of October 2023.
