Contemporary life pulses with the influence of artificial intelligence (AI), often unseen, including AI in senior living communities. In fact, this futuristic-like technology might even be helping you find your best senior living experience.
Older adults and their families have a right to know how AI is used in the senior care industry. They also deserve to know that their privacy is honored and their information is secure.
Researching living options
Retirement communities and care facilities are adopting technology across all aspects of the industry. While AI can help providers offer the best care, its influence begins as families research their choices and as residents settle into their new home.
Finding the best options for retirement living has changed mightily since the days of the Yellow Pages and recommendations from friends and acquaintances. Now, families can use search engines and in-depth directories like Seniors Guide. Online searches have become even more useful, as business profiles supply important information at a glance.
Communities have become more strategic with their websites, too. They provide helpful information such as photographs, videos, services and amenities, layouts, and pricing. By embedding website chatbots, communities ensure that families can find answers to their pressing questions.
A positive example of AI in senior living
“We’re believers in being on the forefront of technology,” said Jason Kohler, executive vice president of senior living at Beztak.
Before embracing artificial intelligence, Beztak researched the new technology carefully. Team members learned how to implement it where it would be most useful. They knew AI had weaknesses, so they first used it behind the scenes, where they could ensure accuracy and privacy. They programmed AI into their digital sales and marketing automations and other internal platforms. Beztak was confident that, used conscientiously, artificial intelligence could help potential new residents, not just the business.
With AI, the team could more effectively align communities with the right residents, helping seniors find a place where they’d feel at home.
“We weren’t looking to replace the professionals,” Kohler said, “because we don’t see any replacement for them. It’s very much a relationship business built on trust and rapport, and humans are best at doing that.” Instead, AI could improve team members’ performance and productivity.
For example, he explained, AI can efficiently compile notes and serve a summary, allowing team members to focus more on the people versus administrative work.
Seniors Guide president Katharine Ross explained how this use of AI benefits families. “If the conversation with the prospect or family member feels more personalized,” Ross said, “they’re going to feel more heard and more supported as they’re walking through their decisions.”
That decision to move into a senior living community combines financial and emotional challenges for the entire family, Ross added. “All of a sudden, you’re not going back to Mom’s house, you’re going to Mom’s community, and that’s an emotional change for the entire family. So if the family members and the resident all feel more supported and more heard as they’re making their decisions, that’s going to make the transition easier for all involved.”
By personalizing the experience, said Kohler, the team can shorten the decision cycle. “While that may not be seen as a benefit to the prospect or to the loved ones, it is, because when they move in, they’re thrilled and wish they would have done it sooner. So if we can help them to come to that conclusion a little bit sooner and more efficiently, then it’s a win-win.”
In addition, said Kohler, studies have demonstrated the benefits of moving into a senior living community: social connection, physical health, mental health, safety and security, and even increased longevity.
Making connections
Another benefit of using AI in senior living is to help ensure that the new resident has a positive experience, right from the start.
“We’re connecting our current residents’ information with our prospects’ information to draw connections between them. We know that if the prospect has a friend at the community, they’ll have a better experience, since social connections bring about happiness and impact overall wellness. So we’re attempting to draw connections between new and current residents, considering people’s hobbies, interests, previous occupations, etc.”
When community staff sees a common bond, Kohler continues, “We can bridge a gap and introduce those folks: invite them to lunch or make an introduction on a visit or initiate a move-in introduction, so we can build connections and friendships.”
“Building that social connection before folks move into the community helps the transition and helps those first 30 days go even easier,” added Ross. “They’ve got a friendly face, and they don’t have that quintessential feeling of the middle school cafeteria.”
Nearly all senior living companies consider how to improve upon the move-in experience, said Kohler, because those first days and weeks are critical to resident happiness. “You want them to feel like they’ve made a really good decision and not have any regrets.”
Connections, not manipulations
While these benefits are appealing, seniors and families may still worry about their privacy and if their data is being misused.
Beztak uses a closed AI system, which keeps all of the data within the organization. “We have privacy guardrails on our AI,” said Kohler. “We’ve isolated it, and we’re not sharing it with anyone outside of the organization.
“At the end of the day, resident satisfaction is paramount for us,” said Kohler. “This isn’t to manipulate or sell. It’s about building connections that benefit the residents and the community. If you have happy residents, then you have happy family members and a good reputation.”
The big plus of AI in senior living
The idea of AI in senior living is not simply to fill space. Instead, it’s to make a great match and improve residents’ lives.
“We hear time and time again from our residents that they wish they would have made the move sooner. That warms my heart,” said Kohler. “That’s how AI can help us as humans, to draw those connections so people can live fuller, happier lives.”
