Cannabis is one of the most dynamic—and challenging—industries in the country. Regulations shift constantly, and consumers range from those seeking the most potent products to the canna-curious, who are looking for low-dosage and approachable options. Brands must adapt at breakneck speed, so in this environment, artificial intelligence (AI) is quickly becoming a game-changer.
But AI is not a replacement for the people shaping our industry across the supply chain, and unlike sales development roles at software companies, frontline sales roles in cannabis won’t be threatened by AI. Rather, it’s a tool to help us all work smarter across operations and can help strengthen our industry as a whole.
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AI strengthens the backbone of cannabis operations, specifically in sales and marketing. Historically, success in sales was measured by whether you sold more than last month – “numbers go up”. Top-line sales are a symptom of many factors coming together. Stimulating growth in cannabis today is about maximizing the time and attention of your team and leveraging data to support them in selling the right product to the right customers. AI-powered revenue operations are an extension of this, enabling brands to identify which stores have the highest sales velocity by product type, where demand is under- or over-supplied, and to prioritize reorders to key accounts, ensuring products remain on shelves.
All of this back-end work makes it easier for sales teams to sell the right SKUs to the right stores at the right cadence. This collective work typically yields high sales velocity, striking a balance between the effectiveness of a team’s sales push and marketing’s pull-through.
In the future, tools like Headset Nexus will seamlessly integrate with retailers’ POS systems, empowering us to create proactive reorder agreements. This exciting advancement will be further enhanced by AI agents utilizing regression modeling to effectively analyze demand trends, ensuring a smoother process for all parties involved.
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These agents would deliver real-time data to Enterprise Resource Planning (ERP) platforms, ensuring we restock and schedule manufacturing, which in turn will increase capital efficiency. This will require significant investments in development with clear outcomes, but over time, that will lead to increased profitability.
On the marketing side, cannabis brands face distinct and pressing challenges. Unlike alcohol or other consumer packaged goods, we can’t lean heavily on mainstream digital platforms due to federal restrictions. Instead, we turn to trusted partners like Surfside and Dutchie, using geofencing and on- and off-site ad placements to reach the right consumers. AI enhances these tactics, helping us refine targeting, optimize campaigns, and maximize every dollar we spend without increasing administrative burdens.
But here’s the kicker: AI will never replace the relationships that drive this industry. Trade marketing, field marketing, dispensary partnerships, and grassroots community connections, all made person-to-person, remain the most powerful tools for building loyalty and moving product.
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AI clears the path, automating the background work so our teams can double down on the human side of cannabis. AI can only support you to a certain extent, but going into stores and connecting with budtenders, managers, and buyers to curate their experiences with the human face of your brand is something AI can’t offer.
For brands navigating an increasingly competitive market in arguably the most regulated and over-taxed industry in the country, the takeaway is clear. The companies that thrive won’t just have the best flower, oil, or edibles. They’ll be the ones who embrace AI thoughtfully, using it to make operations leaner, campaigns sharper, and relationships stronger. AI is simply the next tool helping us be better partners and build strong relationships with our retailers and customers.
Drew Cesario is the SVP of Sales & Marketing for Jaunty, the New York cannabis producer and brand making the state’s top-selling vape brand and known for bridging the gap between flower and oil.
*This article was submitted by a guest contributor. The author is solely responsible for the content.