As Artificial Intelligence (AI) continues to advance and grow in popularity, all industries are looking to utilize the technology to help their businesses benefit and grow. The franchising world is no different.
Franchise Canada reached out to three professionals in the artificial intelligence space and the franchising industry to hear about effective integration of the software: Philip Giles, senior sales director, Neovation Learning Solutions; Arash Fasihi, founder and CEO of voice-AI solution Sayda; and Ford Saeks, president and CEO, Prime Concepts Group Inc.
Responses have been edited for length and clarity.
Q: What kinds of AI innovations do you see being used in the franchise space?
Philip Giles: For years, AI was invisible, but now it’s achievable to use it as an active partner within the franchising environment. We’re seeing training that’s tailored to the job instead of a one-size-fits-all manual, an “expert in your pocket” that provides instant, accurate answers, which is critical for compliance, and even intelligent lead follow-up. AI can now manage the initial customer intake, ask qualifying questions via text or web chat, book appointments based on the franchisee’s real-time availability, and send automated follow-up reminders. This ensures no lead is dropped and the franchisee can focus on doing the actual job.
Arash Fasihi: We see more franchised brands across the board using voice AI deployment. For multiple locations, franchisors want to get more insight into the calls that come through and be able to track that caller information. This helps retarget customers, build audiences, and then build lookalike audiences from the same callers. This kind of data collection wasn’t previously possible.
Instead of staff needing to answer customer calls in the middle of a busy rush time, AI can also handle some of the volume to give more breathing room to the staff. [Using AI] for service operations is huge, because [an AI-voiced phone call] is far more effective than sending a text or email for same-day or next-day service.
Ford Saeks: Across the franchise sector, the most meaningful AI innovations are grounded in real operational data. Brands are using AI to forecast staffing needs, predict inventory fluctuations, and identify performance gaps before they become costly problems.
We’re also seeing rapid adoption of AI-driven training platforms that personalize learning for each franchisee and team member. On the customer-facing side, AI is reshaping digital engagement. Personalized offers, automated follow-up, and intelligent chat systems help franchisees improve local marketing without needing large internal teams. AI is helping franchisors scale consistency while giving franchisees tools to perform at a higher level.
Q: What are, in your opinion, key artificial intelligence tools brands and small business owners need to use?
PG: It’s less about a single “must-have app” and more about three key categories of AI. The first is customer-facing AI. These are chatbots or voice assistants. The good ones can handle 80 per cent of routine customer inquiries 24/7, which frees up people-time. The second is marketing and content AI, tools that can draft social media posts, write customer email newsletters, and generate local ad copy, helping a business compete professionally. However, it’s important for the franchisor to be involved with this to ensure brand consistency in marketing. Third are internal knowledge and training AI, which are tools and platforms that have absorbed your entire operations manual, your marketing plans, and your HR policies. Staff can ask it questions and it can even use that knowledge to proactively train new hires.
AF: Not every part of a business is going to be impacted [by AI tools], but there are many aspects of a small business that could be enhanced with something like voice AI. If a receptionist is taking 100 calls a day, that means 100 times a day they have to stop what they’re doing to take a call with a question like, “Are you guys open till 5 p.m.?” Integrating voice AI means maybe 30 less calls that the day to interrupt them.
FS: The most essential tools fall into a few practical categories. Generative AI can help with communication, content creation, and knowledge transfer. Tools help teams draft messages, build SOPs, and document best practices quickly and consistently. AI-enabled CRM [Customer Relationship Management] systems are platforms that help franchisees with automated follow-up, customer segmentation, and retention strategies based on real data instead of guesswork. Predictive analytics tools turn raw numbers into insights. Whether it’s forecasting sales, staffing, or inventory, predictive systems help both franchisors and franchisees make smarter decisions. And process automation tools eliminate repetitive admin tasks, freeing teams to focus on customer experience, community involvement, and high-value activities.
Q: Are there artificial intelligence tools or applications that are overvalued right now? What red flags should brands watch for?
PG: The most overvalued tools are the “AI for AI’s sake” solutions—it’s so important to make sure you know what problem you’re trying to solve before you buy. Every franchisee should look out for AI tools that don’t clearly solve a specific problem, tools that are just an AI wrapper on a public model, or tools that create more work by not integrating with your existing systems.
AF: I don’t see anything that’s particularly overhyped right now. I think the best way to approach it is—every part of the business can be touched with a solution, and it’s not a replacement, it’s enhancement. The cost of failure is very low, and integrations are super fast. That said, I think every company should invest in someone who can actually do the digging to see which solution will actually work for their particular brand.
FS: As with any emerging technology, there are plenty of overhyped solutions. Here are the red flags franchise brands should pay attention to: tools that lack transparency around data sources; platforms that promise full automation without considering operational nuance; vendors that avoid discussing privacy, accuracy, or long-term scalability; systems that require heavy technical lift without clear implementation pathways; and anything that replaces judgment with blind automation instead of supporting decision-making
Q: Why do you think it’s important for brands to harness artificial intelligence tools?
PG: It’s important for two big reasons: efficiency and freeing up your team. It all comes down to consistency at scale. A franchisor is selling a proven system. The challenge is making sure that system is executed perfectly, whether you have 10 locations or 1,000. AI can be in 100 places at once, acting as a “brand guardian” for every franchisee, using the word “brand” in its broadest sense.
AF: There are so many benefits. Everybody has their own version of how they like to run their operations, but many software solutions are built for a mass audience. With AI, especially no-code AI solutions, people can actually build their own bespoke internal platform.
FS: It gives leaders the ability to see what’s happening across the entire system in real time and provides franchisees with insights that used to require high-level analysts. AI helps brands make better decisions faster. In an environment where margins are tight and customer expectations are rising, AI becomes less of a luxury and more of a competitive requirement.