Beyond the Buzz: Franchisors turn technology into practical innovation

Technology? I know. It’s everywhere. You can’t escape it. If you’re like me, you’ve probably been bombarded with news about the latest breakthrough that’s supposedly going to change everything. Nothing generates more buzz than artificial intelligence and its seemingly nonstop evolution. So, we decided to look past the hype and examine how AI is changing the day-to-day operations of franchise businesses and how technology is driving innovation across the industry.

One thing became clear: AI is no longer an emerging technology in franchising. It’s becoming part of everyday business. Contributing writer Colleen McMillar explores how brands are using AI to take drive-thru orders, forecast sales, optimize labor, manage inventory, create marketing content, and uncover new customer opportunities. As she discovered, the conversation has shifted from simply using AI to using it where it delivers the greatest value.

Perhaps the most important finding is that the best brands aren’t using AI to replace people. They’re using it to eliminate repetitive tasks so that employees and franchisees can spend more time serving customers, leading teams, and making better decisions. When used well, AI makes people better at what they do.

Technology also took center stage in Kevin Behan’s coverage of our 8th Annual Franchise Innovation Awards, which were announced at the newly renamed Franchise Growth & Marketing Conference in Atlanta. This year’s winners weren’t recognized for chasing the latest trend. They earned their awards by solving real business problems. They improved hiring, streamlined operations, strengthened customer engagement, increased retention, and delivered measurable results. Whether through AI-powered recruiting, autonomous delivery, personalized digital experiences, or smarter use of data, the common thread was practical innovation that creates value for franchisees and customers alike.

The conference itself reflected how much the industry has changed. Franchise Update Media and IFA reimagined the former Franchise Customer Experience Conference as the Franchise Growth & Marketing Conference to better reflect the expanded role of marketing. Today’s franchise marketers are expected to do much more than build brand awareness. They must drive profitable growth, use data and AI to make smarter decisions, and work hand in hand with operations, finance, technology, and franchisees. The new conference mirrors that reality.

The buzz around technology isn’t going away anytime soon. But the brands that thrive won’t be the ones chasing every new tool. They’ll be the ones that solve real problems and improve the customer experience while never losing sight of the people who make franchising work.

Kerry Pipes
Executive Editor