Senior living companies deploy AI to cut paperwork and free up staff for care
Senior living organizations are using artificial intelligence to reduce administrative work and return caregivers to direct patient contact, executives said at Argentum's Senior Living Executive Conference.
The technology handles phone inquiries, data analysis, staff training, and marketing tasks-work that previously consumed hours of employee time each week. The shift reflects a broader consensus among operators: AI's value lies not in replacing workers, but in eliminating the desk work that keeps them from residents.
Automating the front desk
Phoenix Senior Living deployed AI phone agents across its 1,620 communities to field calls from prospective residents. The system schedules tours, provides pricing, and addresses common objections-then feeds that information into the company's customer relationship management platform.
The automation saves approximately 15 hours per week per community in sales and marketing work, according to Justin Harden, vice president of sales and marketing. Sales directors now spend that recovered time conducting longer tours and deeper conversations with prospects rather than handling routine inquiries.
"We were worried about AI taking the humanity out of selling, but it's actually giving our teams more ability to be human in conversations," Harden said. "AI is not going to pick up the Kleenex box and hand it to the prospect in front of them."
The company also uses AI to create call summaries, coach sales staff, and identify opportunities for process improvement.
Mining data for care decisions
Solera Senior Living uses AI to analyze data from passive monitoring systems and identify gaps in resident care. The system flags issues and triggers documentation, allowing operators to prioritize interventions.
Adam Kaplan, founder and CEO of Solera, said the technology extracts insights from disparate systems that would otherwise remain hidden. "The magic of AI is the ability to go into these different point solutions and extract insights proactively," he said.
Kaplan emphasized that adopting AI requires clear expectations. Solera includes "AI everywhere" in all job postings so candidates understand they'll use the technology daily. The company has also parted ways with employees unwilling to embrace the shift.
Leadership matters in adoption
Harden stressed that executives must model the behavior they expect. Leaders who use AI daily and communicate its importance signal to teams that the shift is real, not temporary.
Kaplan advised thinking in terms of an "intelligence layer"-a centralized platform connecting all company systems-rather than reorganizing job titles or reporting structures. The goal should be reducing administrative burden so staff can focus on uniquely human work.
Senior living faces a labor crunch. Demand for services is rising as more people approach retirement age, but fewer candidates are entering the industry. Kaplan said companies not using AI today won't be able to close that gap.
How to start
Phoenix Senior Living's executives offered practical steps for operators beginning their AI adoption:
- Start with a pilot at a single community. Keep scope narrow and expand once you understand what works.
- Target high-impact, low-resistance areas first-identify the biggest time-saving opportunity.
- Show quick wins early to drive adoption and buy-in.
- Choose experienced vendors who understand security, compliance, and implementation.
- Connect with peers who have completed similar projects.
- Own the change. Leaders should initiate conversations rather than wait for perfect strategy.
Summer Blizzard, senior vice president at Phoenix Senior Living, offered equally direct advice on what not to do: don't wait for the perfect strategy, don't overcomplicate implementation, and don't treat AI as just another tool.
"You just have to be able to dream it, and then you can come up with a solution," Harden said. "Just start."
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