Where AI Meets the Human Touch

Human hand and artificial intelligence working together and touching fingers
Illustration: kung_tom / Shutterstock

As we enter 2024, the industry stands at a crossroads where the march of technology meets the nuances of human expertise. Right now, we’re witnessing an unprecedented integration of artificial intelligence (AI) into personalized consumption, and this shift is transforming the retail experience.

Retail is no stranger to AI, but the technology’s application is particularly groundbreaking in cannabis. In an industry where consumer preferences are as diverse as the strains available, AI is a game-changer. The majority of applications are not about automation. Instead, they’re primarily about enhancing the human element in sales. AI algorithms fed by vast datasets now predict consumer trends, tailor product recommendations, and optimize inventory management. This year, we’ll see these technologies evolve to become more accurate, intuitive, and aligned with consumers’ dynamic needs.


But AI’s role extends beyond mere predictions and recommendations, showing potentially revolutionary potential for understanding the consumer on a deeper level. By analyzing purchasing patterns, product ratings, and consumer feedback, AI tools now offer an unprecedented level of personalization. This is crucial in an industry where each consumer’s experience with and response to plant-based products can vary profoundly.

Despite advances in technology, the human element in cannabis retail remains irreplaceable. The knowledge, empathy, and experience budtenders bring to interactions are vital components of the consumer experience, and AI won’t replace that in 2024. Rather, we’re witnessing a powerful synergy where AI supports and enhances human expertise.

This blend of AI and human interaction is where the magic happens. AI tools provide budtenders with insight and information, but the budtenders interpret the data, add a personal touch, and guide consumers through their journey. This represents a remarkable use of technology to enhance human connection, not replace it. The approach respects each consumer’s unique relationship with plant products, combining technological efficiency with human understanding.

Looking toward the future, the path isn’t without challenges. The evolving regulatory landscape presents one significant hurdle: As AI tools gather and analyze consumer data, they must do so within the framework of strict privacy and compliance standards. Furthermore, as AI systems become more sophisticated, there’s an ongoing need to ensure they’re accessible to and understandable by all stakeholders in the value chain.

The opportunity here is immense. By harnessing AI, we can not only improve the efficiency and profitability of retail but also elevate the consumer experience to new heights by using the technology to educate, demystify, and ensure every consumer finds the products that are right for them.

The adoption of AI is not just transforming the sales process; it’s reshaping the entire supply chain. AI-driven analytics are being used to forecast demand more accurately, reducing waste and ensuring the right products are available at the right time. This results in a more sustainable and efficient operation, benefiting retailers and consumers.

Moreover, AI is playing a crucial role in the standardization and quality control of products. By analyzing data from cultivation to consumption, AI systems can help maintain consistency. This is vital for medical-cannabis users, who rely on predictable effects.

One of the most exciting aspects of AI in cannabis retail is the ability to personalize the shopping experience at scale. While budtenders can offer a personalized service to individual customers, AI can process vast amounts of data to identify patterns and preferences that might not be obvious immediately. This allows for a more nuanced understanding of consumer behavior, enabling retailers to cater to individual needs while also anticipating broader market trends.

One of the most transformative impacts of AI in the cannabis industry lies in its capacity to enhance education and awareness. Misconceptions and a general lack of understanding about the plant historically have been significant barriers to its widespread acceptance and safe use. In this context, AI-powered platforms emerge as pivotal tools, providing tailored educational content that aligns with the varied learning styles and existing knowledge levels of consumers.

These intelligent systems can dissect and interpret vast datasets about consumption best practices, gleaned from extensive consumer feedback and interactions. This wealth of data, when processed through AI algorithms, can be utilized to inform and guide both new and existing consumers. By leveraging these insights, AI can deliver highly personalized educational experiences, ensuring each user receives relevant information and understands the nuances of responsible use.

AI’s real-time responsiveness is a critical feature in this educational endeavor. As questions and concerns arise, AI systems can offer immediate, data-informed responses. This capability is crucial in demystifying the complexities surrounding various products, their effects, and their appropriate use cases. In doing so, these systems help to dismantle long-standing myths and misinformation, replacing them with factual, evidence-based understanding.

The synergy between AI and human expertise isn’t just about selling more; it’s about selling better and creating a retail experience that’s informed, personalized, and deeply human.

In 2024, as AI continues to evolve and integrate into the fabric of retail, the industry should embrace these changes while ensuring they serve to enhance—not overshadow—the invaluable human element. The future of cannabis retail is bright, and it’s one where technology and humanity walk hand in hand.

David Kooi headshot David Kooi, CEO and co-founder at Jointly, is dedicated to transforming the way cannabis is experienced and understood. He champions the concept of purposeful consumption, leveraging data-driven insights to enhance both consumer and retailer experiences. With his expertise in data analytics and technology, he was instrumental in developing Jointly’s Spark, an AI-driven platform that personalizes cannabis consumption based on real user data.



  1. […] In the nascent days of the cannabis industry, pioneers relied on sheer determination and manual processes to serve patients in need. Amidst legal uncertainties, early efforts were strictly hands-on, from trimming buds to managing patient records with pen and paper. Yet, as the industry matures, the tide is turning toward innovation and efficiency, propelling businesses into a new era of automation and artificial intelligence (AI). […]