Viewpoint BY JENNIFER BARNARD, AAF


ON BALANCING TECHNOLOGY AND AUTHENTICITY


THE FLORAL BUSINESS AUTHORITY JULY/AUG 2025 | VOLUME 42 | NUMBER 3


AMANDA JEDLINSKY EDITOR IN CHIEF AJEDLINSKY@SAFNOW.ORG


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OUR MISSION: FLORAL MANAGEMENT STRIVES TO GIVE READERS PRACTICAL, EASILY ACCESSIBLE INFORMATION ON OPERATING AN EFFECTIVE AND PROFITABLE FLORAL BUSINESS. ARTICLES ADDRESS A WIDE RANGE OF BUSINESS MANAGEMENT TOPICS, INCLUDING MARKETING AND ADVERTISING STRATEGIES, TECHNOLOGY, PERSONNEL AND FINANCIAL MANAGEMENT AS WELL AS FRESH PRODUCT, SUPPLY AND ECONOMIC TRENDS.


> Technology can save time and money, improve communication and customer experience, and prevent mistakes. But in the floral industry, where relationships are everything, technology can only take us so far. We’re not just selling flowers; we


are creating beautiful memories for our customers during some of the most emotional times of their lives. Our business will always require the human touch to ease the nerves of a worried bride, to comfort a grieving family, and to guide customers to the right deci- sion during life’s milestone moments. Flowers connect us. They bring joy, peace, and comfort, and it’s the human touch behind them that makes all the difference. At FiftyFlowers, we’ve embraced


AI and automation to improve our cus- tomer service (hear more about it at SAF Phoenix 2025, where I’m giving a presentation about using AI in customer service training). We use AI tools to support our representatives, helping them stay on brand and provide consis- tent, knowledgeable answers even for new team members. Instead of replacing our employees, we’ve used AI to help make their work stronger. It’s also helped us maintain the personal connection that defines our brand, making sure that even as we grow, our service feels as genuine as ever. On the other hand, I’ve experi-


enced firsthand as a customer how too much automation can backfire. When I recently signed up for a new platform for the industry’s Women in Flowers community, I ran into trouble. I didn’t receive a confirmation email, and there was no way to reach a human being, only endless automated loops that left me feeling frustrated and stuck. It took me 48 hours to resolve the issue on my own, and I nearly disputed the charge on my credit card. That experience was a pow- erful reminder: Customers must always feel that a real person is accessible when they need help.


Finding the


right balance is critical. AI is like our “board of directors” — it can get us 80% of the way there, but it takes a human to reach the finish line. Technology can enhance efficiency and reveal new knowledge, but it’s not always accurate, and it can never replace empathy. In the floral industry, relationships are at the heart of everything we do. A single flower embarks on a journey from farm to door- step, passing through many hands along the way. It is those hands, those dedi- cated passionate individuals, who bring the magic of flowers to life. Personally, the relationships I’ve built


are my favorite part of the business. I’m passionate about flowers, but even more passionate about sharing the joy of flowers with others and witnessing the memories they help create. If we remove the human element, we lose the very soul and purpose of our work. Think back to the pandemic five years ago, when technology kept us connected, but it was flowers, delivered with care and heart, that truly brought people joy during those dark and scary times. As our industry continues to evolve,


we must integrate technology thought- fully, using it to become more efficient, but never letting it replace the heart behind every bloom.


Jennifer Barnard, AAF, is the head of customer experience at FiftyFlowers, an online retailer that specializes in delivering flowers to consumers. She is presenting “AI in Action: Smarter Sales and Service Training,” at SAF Phoenix 2025, the Society of American Florists’ annual convention.


2 FLORAL MANAGEMENT | July/Aug 2025 | WWW.SAFNOW.ORG


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