The Next Frontier: AI Is Moving Fast. Are You Moving With It?
The Next Frontier explores how emerging technology and AI are reshaping franchising in real time. Pulled from our monthly insider newsletter, Franchise Unfiltered, this section focuses on practical applications, not hype, showing how forward-thinking franchise systems are using tech to remove friction, scale operations, and build durable competitive advantage.
This month’s message is simple, and honestly, a little Socratic. I have two questions for you. Not hypothetical questions, but real ones that will likely shape who wins and who struggles over the next several years as AI continues changing the way businesses operate.
First: Who Are You Listening To?
When it comes to AI, everyone suddenly seems to have an opinion. Every week there’s a new tool, a new breakthrough, or a new “expert” explaining exactly how artificial intelligence is going to transform your business.
And to be fair, things are moving fast. The speed of innovation is difficult to keep up with, even for people deeply immersed in this world every day. Add franchising into the mix, and it becomes even more nuanced. Franchise systems have operational complexity, layered technology stacks, and brand-level considerations that make implementation very different from a traditional business.
That’s why the first question matters so much: who are you listening to?
When it comes to understanding how AI can actually help your business grow and become more profitable, I would strongly encourage you to learn from people who can demonstrate two things: they’ve been in your shoes, and they’ve achieved results you’d want for your own business.
That doesn’t mean anyone has all the answers because, quite frankly, nobody does. The playbook is being written in real time.
But there’s a big difference between learning from someone who is actively testing, building, and creating results versus someone simply repeating what they’ve seen online. If you’re going to invest time, money, and energy into this shift, it’s worth being intentional about who influences your thinking.
At the same time, waiting for certainty is a mistake.
No one is going to hand you a perfect roadmap because one doesn’t exist yet. The brands making progress today are the ones willing to move faster than they’re comfortable with. They’re testing workflows, experimenting with tools, and figuring out what actually creates value for their business instead of waiting for a polished playbook to arrive.
The loudest voice in the room is not always the most qualified. Choose carefully.
Second: How Teachable Are You?
This may actually be the more important question.
Because even if you’re listening to the right people, none of it matters if you’re unwilling to learn or are resistant to change. Over the next few years, there will be a widening gap between the people willing to adapt and the people who assume they can keep operating the same way they always have.
AI is not just another business trend. It’s a foundational shift in how companies market, hire, train, analyze performance, communicate, and make decisions. The professionals who approach this technology with curiosity and humility will have a major advantage over those who dismiss it or delay engaging with it.
That’s why I believe any serious professional should be investing at least 3 to 5 hours per week learning what’s happening in AI. And I mean at a minimum.
Learn what tools are emerging, what capabilities are improving, and how businesses are actually using this technology to drive outcomes. Then spend another 3 to 5 hours experimenting for yourself. Test tools, watch demos, run experiments, and figure out what works for your business.
Because reading about AI and using AI are two very different things.
If you don’t know where to start, get on YouTube and X. Right now, they’re two of the best places to learn from people openly sharing workflows, use cases, and practical ways to implement these tools in real businesses.
Two Questions Worth Thinking About
So I’ll leave you with the same two questions we started with:
Who are you listening to?
How teachable are you?
Because over the next few years, those answers are going to matter more than most people realize.
Want More Tech & AI Insights?
This conversation is just one example of what we share in Franchise Unfiltered, our monthly newsletter for franchisors who want real perspective on what’s changing, what’s working, and what actually matters in franchising right now, including:
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