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CLEVELAND – Artificial intelligence (AI) is difficult to steer completely clear of in day-to-day life. If you simply search for something on Google, you may receive an “AI Overview” of whatever you look up. Using AI in daily life is different than using it for intentional business purposes, however, and the pest control industry seems to be on both sides of the spectrum when it comes to using, and not using, AI, according to results from a recent PCT reader poll.
Thirty-six percent of respondents reported that their company is NOT using AI yet, while 24% reported using AI to automate repetitive tasks and another 24% responded to using AI tools for marketing/customer engagement. Lastly, 16% voted that they use AI for data analysis/insights.
Justin Rechter, people operations and culture director at Debug Pest Control, Smithfield, R.I., said the company has been using AI in certain capacities since before it became a popular tool the past couple of years. “For those of us that are trying to build and grow the company, it’s very much a tool we use frequently,” he said.
At Debug Pest Control, AI has been used for human resource purposes, handling conflict, training programs, study guides for technicians, videos, company announcements, sales, etc. In general, AI has helped the company save time on tasks, Rechter said.
“I can sit here for three hours and build out a training program, or I can prompt it into ChatGPT and tell it exactly what I’m looking for and see what it comes up [with],” Rechter said. “And of course, there’s going to be some refinement, but if you want to scale your business, if you want to grow your business, the best way to do that is with efficiency — and technology brings that.”
Some companies, such as Hawx Pest Control, Ogden, Utah, have used AI for customer service and support. Brandon Holmes, vice president of strategy at Hawx Pest Control, said AI helps customer support agents navigate calls and can also help customers schedule appointments.
“On a typical day, we might take anywhere from 3 to 5,000 inbound phone calls and currently funnel anywhere from 6 to 700 of them [to] get that message, and of that about 40% of them opt in to say, ‘Yeah, I’ll just have that conversation with AI and schedule my appointment,’” Holmes said.
Although people still seem to prefer to speak to a person at Hawx to ensure technicians have all the necessary details to complete a visit or appointment, Holmes said AI can successfully take down all the notes from a call for technicians and other employees to understand and use during appointments.
At Sergio’s Pest Control, West Bloomfield, Mich., a business that’s been operating for 50 years, AI is used by General Manager Dion DeGennaro, a third-generation employee, for more internal business purposes. DeGennaro said the company purchased a ChatGPT subscription about two years ago and the platform now recognizes how Sergio’s Pest Control operates as a business.
As the team at Sergio Pest Control grew, effective onboarding and thorough documentation became increasingly important, according to DeGennaro, who emphasized the need for a standardized approach to bringing new technicians on board. “So, the big help that it was for me this year is I was able to onboard a new tech.”
AI, especially in the pest control industry, can make certain processes more efficient. Regardless if PCOs are or aren’t using AI, these tools are continuing to improve and become smarter.
For businesses looking to grow, DeGennaro said, “it’s a tool you should definitely start sooner rather than later learning,” DeGennaro said. “It could be a very good benefit, or it could be just what is the expected norm. We don’t know yet. We’re still in the very early stages of it.”
Participate in PCT’s latest poll question: Have you ever been bitten by a rodent and/or wildlife pest?