In an Innergize 2025 session titled Achieving GrAItness: How AI Adopters Are Crushing Goals, Beth Alden, Franchise Business Coach at Foxy Box HQ, Shalene Smith, COO of Lunatic Fringe, and Brian Taniyama, Director of IT and Operations at Skin Laundry, shared their experiences and insights as early adopters of AI. Stephen Hudek, Chief Customer Officer at Zenoti, moderated the session.
Here we present the most interesting sound bites and key takeaways.
Freeing up the team to focus on what really matters
One of the session’s most prominent themes was how AI relieves front desk staff of phone duty so they can create exceptional in-person experiences. Repetitive, administrative tasks can bog down even the best teams, preventing them from connecting with the guests in front of them.
By automating duties like booking, answering frequently asked questions, and managing simple inquiries, AI acts as a powerful support system. As Shalene Smith from Lunatic Fringe put it, AI helps people maximize their primary focus areas. “This isn’t to replace a human. It’s to make the humans be able to focus on human connection and have less of those phone- and task-oriented scenarios that can be handled by AI,” she said.
Using data insights for smart decisions
Guesswork is out. Data is in. For years, business owners have relied on their instincts to make decisions about staffing, scheduling, and service offerings. While experience gained over time is extremely valuable, insights rooted in data remove uncertainty. AI-powered tools from Zenoti can surface such information in seconds.
Beth Alden from Foxy Box shared the impact of similar findings on her franchisees. Instead of guessing the busiest times, they can now use data to optimize schedules and even plan expansions. Using AI assistant Zeenie, franchise operators can identify where to add another technician or open up additional rooms to maximize revenue, all based on actual data.
Boosting the top line without added work
Speaking of revenue, artificial intelligence is proving to be a key driver of growth for these businesses. From capturing missed calls to closing add-on sales, AI features ensure they’re not leaving money on the table.
Businesses often struggle with missed calls, which translate to lost revenue much of the time. Implementing AI phone line HyperConnect was eye-opening for Shalene. The missed-call data revealed a huge opportunity. “We’ve had $90,000 in revenue that all came from AI … that would have been missed.”
Beyond capturing bookings that would otherwise have slipped away, AI is also consistent at upselling and suggesting add-ons. Zenoti’s AI Receptionist never forgets to mention a new promotion or recommend a complementary service. This consistency translates to a higher average ticket value per visit, boosting revenue without human effort.
How AI supports pre-book success at Lunatic Fringe
“Pre-booking is our biggest KPI – it drives retention and repeat visits,” shared Lunatic Fringe COO Shalene Smith. With AI handling routine tasks, the front desk team has more time to focus on face-to-face pre-booking at checkout, the key moment to secure a guest’s next visit. This approach has helped the salon maintain a 70% weekly pre-book rate, with a new goal of reaching 75%.
Making the team’s job easier
In addition to guest-facing improvements, support for internal teams also comes from AI.
Zenoti’s AI capabilities for training and support help new Foxy Box locations get going more easily. Beth noted: “Before we added Zeenie, staff were phoning, ‘Hey, how do I do this? How do I do that?’ Fast forward to today. “From day one of training, they know that Zeenie is going to give them their answer.” Beth reports fielding 60% fewer calls, reclaiming time in her role as the laser and wax bar’s franchise business coach.
Getting answers quickly reduces staff frustration and allows them to get time back, as well.
The advantage of being an early adopter of AI
Today’s customers want to interact with brands on their own terms, whether that’s booking online at midnight, texting for information, or calling with a specific question. AI helps by helping businesses meet guest expectations for instant gratification and personalized service.
As Shalene noted, a strong online presence is no longer optional. “Customers want to see your digital footprint, the consistency across different platforms and how you’re engaging.” She views AI tools as offering “that competitive advantage and transparency in your community.”
Featured image: Moderator Stephen Hudek (Zenoti) with panelists Shalene Smith (Lunatic Fringe), Brian Taniyama (Skin Laundry) and Beth Alden (Foxy Box) at Innergize 2025
