Heritage: How (And Why) We’re Using AI to Build Real Connections in Senior Living

Originally published in Senior Housing News in June, 2025.

At Heritage Communities, we value people above all else. Our relationships, our daily conversations, the trust built through experience, these are what matter most. But as technology evolves, so does the way we connect to people. That’s why we’re leaning into AI. Not to take away the human touch, but to make it even stronger.

Our Chief Marketing Officer, Lacy Jungman, puts it simply: AI helps us move from reacting to anticipating, from having more data to getting clearer insights, and from routine calls to real, meaningful conversations.

Turning Conversations Into Strategy

Every sales call with a prospective resident or family is full of important cues. These conversations tell us what matters most to them, where they’re feeling stuck, and what questions still linger. We’re now using AI to record, transcribe, and analyze these calls, turning everyday conversations into real learning tools for our teams.

“These calls are full of great data,” Lacy shared in a recent interview. “But unless we actually analyze and act on them, we’re missing out.”

It’s not just about tracking numbers, though. Data use and AI analysis are about helping every team member grow, stay supported, and meet families where they are.

Less Admin, More Connection

Sales conversations should feel like conversations, not checklists. With AI taking care of note-taking and data entry, the Heritage team can focus on what matters… being present, listening closely, and following up in a way that feels personal and thoughtful.

As Lacy says, “AI helps us spot where we’re missing engagement, where we can do better, and where we’re wasting time. It’s turned our approach from reactive to proactive.”

Practicing Real Conversations with AI Roleplay

Another exciting tool? AI-powered roleplay. Our sales team now practices with an adaptive, virtual prospect! This way, they can build skills and confidence before stepping into real conversations. It’s a safe, smart way to get better at handling tough questions and guiding families through difficult decisions.

This kind of hands-on learning reflects something we value deeply: we’re always learning, always improving.

Technology with Heart

Across all 19 Heritage communities, we know moving into senior living is a major life moment, not a simple decision. That’s why our use of AI is rooted in care (and in the ways we think about people). The goal isn’t speed or efficiency for its own sake… it’s connection that gets us closer to people.

With AI, we can:

• Personalize our follow-ups
• Understand what families need before they ask
• Give our team more time to focus on people, not paperwork

Looking ahead, we’re excited about what AI can do. But we’re grounded in what matters most: compassion, trust, and genuine relationships.