Chad Freytag of Freytag’s Florist in Austin, Texas had already been dabbling with artificial intelligence before he went to SAF Phoenix 2025. But what he learned during two AI sessions at the Society of American Florists’ 140th annual convention opened his eyes to all the possibilities the technology has to offer.
“You hear so much about using AI in your business, but it was great to see real world examples on how to use it,” says Freytag who attended the “Accelerate with AI: Strategies that Scale” (presented by Henry Hays of DisruptREADY) and “AI in Action: Smarter Sales and Service Training” (presented by Jennifer Barnard of FiftyFlowers; SAF’s Director of IT Joe Aldeguer; and Carma White, AAF, from Four Seasons Flowers). “We will definitely begin using AI in training and working towards using AI more to automate marketing.”
Freytag was one of 465 floral professionals who traveled to Scottsdale, Arizona, Aug. 11-14 for the convention. Over three packed days, attendees immersed themselves in forward-looking education and invaluable networking opportunities. The program was built around helping businesses build resilience, drive sustainable growth, and adapt to a changing marketplace. Dynamic keynote speakers delivered expert insights and powerful inspiration, while dozens of breakout sessions offered actionable strategies that attendees could immediately put into practice back home.
Actionable Learning
Attendees left the convention with actionable business tips they could put to work right away.
Tiffanni Wright of Lucky Flowers in Kennewick, Washington gained valuable insights about workplace culture during “The Empowered Team: Fostering a Culture of Innovation and Ownership” session, where Laura Walsh, AAF, PFCI, of Smithers-Oasis focused on building a company culture that is centered on leadership. Wright had always wondered if she had been doing enough to empower her team members, and after the session, Wright had a clear answer — and a direction of how she could do more.
“I created this business as a vehicle not only to impact customers, but also to support the growth of the individuals who work for me,” Wright says. “This presentation was healing and eye-opening. I realized I’ve been micromanaging in pursuit of perfection while telling myself I was creating learning opportunities.” The session helped her see that her employees have been clocking in, not plugging in, and sparked the creation of what Wright is calling the “Lucky ACT Model,” a framework to help her team build confidence, feel empowered, and take ownership.
For Stephani Companioni of the wholesaler BUDZI, the “Is Your Brand Helping You Grow?” session from Angelique Witcher of Accent Decor made her think about branding in a way that would address the current realities of the market and differentiate her company from the competition. As soon as she got back home, she immediately began doing the branding exercise she learned to best communicate the company’s unique value proposition.
“In the industry today, you really need to know what your brand is,” Companioni says. “I love the fact that we actually had actionable activities that we could come back and utilize. Sometimes when you go to conventions, you take a lot of notes and it sounds good, but there’s nothing really actionable to follow up on.”
Jena Gizerskiy, CFD, PFCI, of the grower Rosaprima, was so moved by the keynote address from author Seb Terry, “Unlocking Passion, Performance and Transformation,” that she felt empowered to take action in her career.
“His message about living with intention, setting bold goals, and embracing life’s opportunities resonated deeply,” Gizerskiy says. “It was a timely reminder that investing in ourselves, both personally and professionally, is what allows us to better serve, inspire, and lead others.” The keynote speaker inspired her to start working again on a book that she had illustrated and written years ago. “You do come back very inspired and very ready to take action—and in my case, that’s always been the key,” Gizerskiy says.
Impactful Connections
The connections attendees make at SAF conventions can be as personal as they are professional. Freytag had not attended the convention for a few years and was happy to see familiar faces and connect with new peers.
“It’s good just seeing people you haven’t seen in a year or more, and it makes you feel comfortable giving them a call if you have a question to bounce off of someone,” he says.
The experience also affirmed the value of attending.
“I always take something home with me from the convention,” Freytag says. “Sometimes it is something you learn in a session, and sometimes it is something you pick up in a conversation in the hallway, but I always go home with at least one action item — and most of the time, several.”
Kenya McCullum is a contributing writer for the Society of American Florists.
