SAF in Action


SAF LAUNCHES AI BUSINESS CONSULTANT POWERED BY INDUSTRY EXPERTISE


>What if you could have a business consultant on call — 24/7 — who con- sistently gives you guidance grounded in the proven strategies of the floral indus- try’s most successful businesses? That’s the promise behind Ask Aster,


a new AI-powered chatbot launched in January by the Society of American Florists exclusively for members. Designed to deliver fast, practical guidance on the real challenges floral professionals face every day, Aster puts industry-specific expertise just a click away. Whether members are navigat-


ing staffing issues, pricing strategies, marketing questions or operational effi- ciencies, Aster is built to provide clear, actionable answers — without the wait time or cost of a traditional consultant. “Aster is like having an experienced


floral business advisor in your pocket,” says SAF President Lori Wheat, AAF. “Florists are busy running shops, man- aging teams and serving customers. This tool helps them make confident


decisions faster, using guidance that’s rooted in the realities of the floral indus- try. I encourage every member to try it.”


Built for florists Unlike general AI tools, Aster is trained on SAF’s extensive library of trusted industry resources, including Floral Management magazine, SAF’s indus- try news and courses on the Floral Education Hub. That means members get answers that reflect floral-specific workflows, terminology, seasonality and business pressures — from holiday staff- ing crunches to perishability concerns and margin management. “Aster understands our industry


because it’s built on our industry,” says Joe Aldeguer, SAF’s director of IT, who led the development and training of the chatbot. “We didn’t want to create something that just sounded smart. We wanted something that’s genuinely helpful — a tool members can rely on for practical guidance that aligns with SAF’s expertise and values.” Aldeguer notes that Aster, which has


the capability to remember past conver- sations and is multilingual, will evolve over time as members use it and new SAF content is added.


SCAN TO ASK ASTER


“This is about meeting members


where they are,” says Kate Penn, SAF CEO. “Our role as an association is to remove barriers and make it easier for floral professionals to succeed. Aster extends our expertise in a new, highly accessible way — giving members imme- diate support when they need it most.” Penn adds that the launch reflects


SAF’s broader commitment to innova- tion that delivers real value. “Technology should serve people, not overwhelm them,” she says. “Aster is another way we’re investing in tools that help our members run stronger, more resilient businesses.”


Amanda Jedlinsky is the senior director of content and communications for the Society of American Florists and editor in chief of Floral Management.


WHAT CAN ASTER DO FOR YOU?


Aster is designed to save time, reduce stress and support smarter decision making. Members can use Aster to explore best practices across every area of business, by asking questions like: • How do I increase my search engine ranking? • How do I maximize the value of my business as I prepare to sell it within the next five years?


• How do I use incentives to increase sales and reduce costs? • How do I source more plants? • I need to stock up on pink flowers. What are some examples of flowers I can use?


Aster also acts as your personal SAF support assistant: • Which SAF benefits are most helpful for my type of business? • Which SAF courses are best for improving profitability? • Does SAF have tools I can use for marketing? • Which SAF events would be most valuable for me to attend? • How do I update my SAF account?


6 FLORAL MANAGEMENT | Mar/Apr 2026 | WWW.SAFNOW.ORG


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