What if you could have a business consultant on call — 24/7 — who consistently gives you guidance grounded in the proven strategies of the floral industry’s most successful businesses?
That’s the promise behind Ask Aster, a new AI-powered chatbot launched today by the Society of American Florists exclusively for members. Designed to deliver fast, practical guidance on the real challenges floral professionals face every day, Aster puts industry-specific expertise just a click away.
Whether members are navigating staffing issues, pricing strategies, marketing questions or operational efficiencies, Aster is built to provide clear, actionable answers — without the wait time or cost of a traditional consultant.
“Aster is like having an experienced floral business advisor in your pocket,” says SAF President Lori Wheat, AAF. “Florists are busy running shops, managing teams and serving customers. This tool helps them make confident decisions faster, using guidance that’s rooted in the realities of the floral industry. I encourage every member to try it.”
Built for florists
Unlike general AI tools, Aster is trained on SAF’s extensive library of trusted industry resources, including Floral Management magazine, SAF’s industry news and courses on the Floral Education Hub. That means members get answers that reflect floral-specific workflows, terminology, seasonality and business pressures — from holiday staffing crunches to perishability concerns and margin management.
“Aster understands our industry because it’s built on our industry,” says Joe Aldeguer, SAF’s director of IT, who led the development and training of the chatbot. “We didn’t want to create something that just sounded smart. We wanted something that’s genuinely helpful — a tool members can rely on for practical guidance that aligns with SAF’s expertise and values.”
Aldeguer notes that Aster, which has the capability to remember past conversations and is multilingual, will evolve over time as members use it and new SAF content is added.
What’s in it for members?
Aster is designed to save time, reduce stress and support smarter decision making. Members can use Aster to explore best practices across every area of business, by asking questions like:
- What marketing strategies work best for florists today?
- How do I write job descriptions that attract the right candidates?
- What operational changes could improve efficiency?
- How can I improve margins in my floral business?
“This is about meeting members where they are,” says Kate Penn, SAF CEO. “Our role as an association is to remove barriers and make it easier for floral professionals to succeed. Aster extends our expertise in a new, highly accessible way — giving members immediate support when they need it most.”
Penn adds that the launch reflects SAF’s broader commitment to innovation that delivers real value. “Technology should serve people, not overwhelm them,” she says. “Aster is another way we’re investing in tools that help our members run stronger, more resilient businesses.”
Amanda Jedlinsky is the senior director of content and communications for the Society of American Florists.
