Practical ways to apply AI for leaner, safer refreshment operations

“AI does not innovate — it uses information that’s already available,” noted John Hickey, co-founder at Tech 2 Success, during his presentation at the Coffee, Tea and Water event hosted by NAMA on November 5 in Miami. During his presentation on “Your Operation’s Software Upgrade: Use Cases of AI and Cybersecurity,” Hickey offered advice for operators.

You are the best innovator

AI uses existing information, so it’s still up to human beings to be the source of innovation, Hickey said. Before relying on AI tools like ChatGPT or Gemini, share your business documents and presentations into the model so it can learn your tone and provide relevant information.

Use prompt scaffolding, Hickey said, to provide context for the model. Instead of typing a long paragraph, give the model context. “Say, ‘I want to create a sales document about selling office coffee in New York City. What questions do you need me to answer?’” Asking follow-up questions allows you to refine and revise the content AI provides. Don’t be afraid to challenge the answers AI provides, he added, and most importantly, remember that authenticity matters.

Lean into supplier-provided solutions

Many manufacturers are already investing in integrating AI into their machines and business processes, Hickey noted. One example he cited was Coffee Plus, which has a robotic coffee counter that can make a latte and draw on the foam.

Every manufacturer serving the industry is working to add AI, for uses such as predictive maintenance, automation and personalized user experiences. “Rely on the people that are supplying to your business with equipment, and expect to see constant improvements,  both in preventative maintenance, real-time notifications, as well as personalized customer experience,” Hickey said.

Use AI to improve your business

To identify AI opportunities in your own business, start with “lean process improvement,” Hickey said. He recommended using AI tools to identify defects and delays — for instance, missed deliveries or late service calls — as well as to provide suggestions for solving them.

Remain vigilant with security

AI tools can offer productivity gains, but company owners should develop and implement guardrails to secure personal identifiable information (PII) — for your team and clients.

Small and mid-size businesses are prime targets because they hold valuable data —customer info, Social Security numbers, banking data — but lack large IT departments, Hinkey stressed. Appoint a data security lead at your company, Hickey said. They don’t need to be an expert, but they should be responsible for awareness.

CTW will next be held November 18-19, 2026, in Austin, Texas.