The noise about artificial intelligence (AI) is almost deafening; no matter the industry or role, many are already wondering if AI might be able to help them be more efficient or if it might completely replace them.
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The noise about artificial intelligence (AI) is almost deafening; no matter the industry or role, many are already wondering if AI might be able to help them be more efficient or if it might completely replace them.
The conversation has come a very long way in a very short time. It’s hard to believe we only really began obsessing over this powerful technology back in November 2022. That’s not terribly long ago but, if you’ve been an early adopter of AI, it could feel like decades in terms of how much progress is being made.
Last November marked the moment that OpenAI launched ChatGPT to the public, and many of us started to “play” with it in a big way. It didn’t take long to discover that AI or large language models (LLMs) are useful for far more than playful requests like “write a love-sick poem in the style of Shakespeare.”
This became especially apparent when GPT-4, the next iteration, launched in March 2023. The whiplash speed of improvement in just how smart AI had become could be measured by the fact that GPT-4 was able to pass the bar exam in the 90th percentile, while its predecessor failed it completely.
That’s how quickly AI appears to be learning, with many experts comparing its intelligence with the human brain—truly fascinating stuff.
But the question here is straightforward: Where does AI fit into wellness? Or more specifically: How can AI better serve you, your customers and your business?
Optimizing Operations
There are a few ways that AI is already helping spas and wellness centers streamline operations and, in some cases, offset the staff shortages that cropped up during the pandemic.
Automate routine tasks. Why not free up human capital to focus on providing exceptional service and hands-on treatments, rather than answering phones, scheduling appointments and responding to online inquiries?
AI-powered booking systems and chatbots, such as those powered by Mindbody, are available 24/7. They can communicate in multiple languages, provide service recommendations and even be programmed to upsell. AI can also power smart scheduling features, which helps optimize bookings at convenient times and optimal price points.
Powerful marketing assistance. Once you start using an AI-enabled booking system—like Mindbody, Zenoti or Vagaro—the next step in your optimization journey could be taking advantage of the AI-powered marketing tools on offer. For example, Zenoti Smart Marketing can automate email marketing efforts, personalizing every touchpoint you have with your clients to better fill your book and maximize staff time.
Ambiance control. Another example is the use of AI- powered sensors that monitor and optimize the spa environment. By collecting and analyzing data on factors such as temperature, humidity and lighting, such technologies can adjust the environment to create a more comfortable and relaxing space for guests—including adjusting temperature and humidity levels in saunas and steam rooms, or optimizing lighting.
Related: 4 Touchless Technology Trends Revolutionizing the Spa Industry
Getting Personal
Personalization is important to all businesses, but perhaps even moreso when it comes to spa and wellness. Most clients genuinely want you to get up close and personal, and regular customers value being recognized when they walk in.
While facial recognition software can seem creepy or invasive in many cases, one great fit for this technology in spas is skin analysis. For instance, the Lumini Kiosk V2 utilizes a smart mirror and a special light to examine and diagnose the condition of a client’s skin. It also helps estheticians identify special needs and recommend at-home products.
AI works for wellness assessment, too, by creating custom fitness, nutrition and other treatment plans. These tools can then be used by guests after they depart, tracking progress and adjusting the plan accordingly. This can be an off-the-shelf program or a dedicated app created for your spa, depending on your needs.
Meanwhile, AI can personalize soundscapes that enhance relaxation and meditation within spa spaces. GetSound Ai is an app that creates ambient music based on current surroundings—taking in weather conditions, location and time of day—which makes every sound unique to the specific moment in time. It can be customized to multiple areas at once, so each space has a unique soundscape aimed at inducing relaxation, reducing stress and promoting mindfulness.
The Next Level
Of course, AI is beginning to infiltrate wellness spaces far beyond system management-type tools and is even replacing hands-on humans in some cases. For example, the innovative AI-powered Gharieni Augmented Massage table completely rethinks the concept of massage, providing a real-time musical accompanist that works in concert with the touch of a therapist’s hands for an elevated, unique experience.
Plus, companies like Massage Robotics, Aescape and Capsix Robotics are working on AI massage robots able to scan the body and identify areas that need work. While many might balk at such a concept, plenty of seasoned wellness experts report that these machines are surprisingly intuitive and effective.
Perhaps nothing can replace human touch for many of us, yet there’s a huge group of people who prefer to not be touched by anyone. This combined with staffing problems at spas could make massage robots very difficult to ignore!
As AI technology continues to evolve and improve, expect to see even more advanced and personalized wellness experiences. AI-powered wearables and sensors could monitor guests’ physiological data in real time and adjust treatments and programs accordingly, while AI-powered virtual reality could create even more immersive and personalized experiences that transport guests to different environments and cultures.
Although the promise of AI is exciting—and harnessing its power is something we all will inevitably need to figure out—it’s important to remember that the benefits can only be deployed by relying on human experience and expertise. The human touch will always remain crucial when it comes to any business that is focused on delivering well-being.
Cassandra Cavanah is the founder of Cavanah Communications and specializes in spa and wellness PR and marketing. She is also part of the Global Wellness Summit (GWS) team and authored the Guide to Hydrothermal Spa & Wellness Development Standards.
