We kicked off 2026 Johnson Consulting Conversations with a lively discussion that many funeral service professionals have been both curious about and anxious over the use of artificial intelligence (AI) in funeral service. Our guest, Welton Hong, founder of Ring Ring Marketing and author of Making Your Phone Ring with Internet Marketing, brought his unique combination of technical expertise and practical funeral service experience to help us separate hype from reality.
One of the most striking themes from our conversation was the gap between what’s technologically possible and what’s actually happening in most funeral homes today. Welton has spent years helping funeral homes, hospice organizations, and senior care businesses leverage technology to grow, and he’s seen firsthand how this gap creates both opportunity and risk.
The anxiety is understandable. When funeral directors hear “AI,” many picture robots replacing the deeply personal work we do. But as Welton helped clarify, that’s not the reality at all. AI in funeral service isn’t about replacing human connection. It’s about enhancing your ability to serve families while protecting your own time and energy.
What I appreciated most about this conversation was Welton’s focus on practical applications that funeral homes can implement right now. We discussed how AI can help with the writing tasks that overwhelm many funeral directors such as emails, social media posts, website content, and family communications. The key isn’t letting AI replace your voice, but using it as a starting point that you then personalize with the specific details and compassion that define your service.
The visual side of funeral service also emerged as a significant opportunity. For smaller funeral homes without a dedicated design team member, AI-powered tools can help create professional programs, announcements, and social media graphics without breaking the budget.
One operational challenge we explored is the 24/7 nature of funeral service. Technology offers solutions here—from chatbots that can provide immediate information about services and pricing to systems that ensure families never feel ignored, even at 3 AM.
We recognize there’s a fine line between being helpful and seeming cold when families are reaching out. Some questions and situations absolutely require human response. The goal is using technology to handle routine inquiries so that when humans do respond, they can focus on what matters most which is the emotional and compassionate support that only a funeral service professional can provide.
We also discussed funeral home aftercare and grief support. Technology can extend a funeral home’s ability to provide meaningful grief support through automated check-ins, resource libraries, and personalized content delivered at appropriate intervals.
The question of whether technology can truly personalize grief support generated interesting discussion. While personalization ultimately requires human judgment, AI can help scale that personalization in ways that weren’t possible before. Welton did a live demonstration of how a conversation may take place between AI and a grieving individual.
Welton’s perspective here was reassuring on cost, implementation, and potential mistakes. The investment to start using AI effectively isn’t as prohibitive as many funeral directors assume, and the learning curve doesn’t require becoming a tech expert. More importantly, the cost of doing nothing and ignoring these technological shifts may be higher than the cost of adopting them thoughtfully.
Common mistakes include trying to implement everything at once, failing to maintain brand voice, and not establishing clear boundaries about what AI should and shouldn’t handle. The key is starting small, experimenting intentionally, and always keeping the family experience at the center of decisions. He recommended sharing documents regarding your funeral home’s branding, messaging, style, and mission and values with AI as a way to ensure the results are what is needed. It’s not magic or a mind reader. The more context and details you can share with the tool the better the results will be.
Looking ahead, Welton shared insights about emerging trends funeral homes should monitor. But perhaps more fascinating was our discussion about family expectations. Will there come a time when families actually prefer some level of AI interaction? As younger generations who’ve grown up with digital-first experiences become our primary client base, their comfort with and expectations around technology will certainly shape how we serve them.
If you’re feeling both excited and nervous about AI in your funeral home, Welton’s advice is simple: start experimenting this week with something small. Try using AI to help draft an email, create a social media post, or organize your thoughts for a family meeting. See how it feels. Adjust it. Make it yours. Check out the recording to hear which AI tools Welton recommends!
The technology isn’t about replacing the human heart of funeral service. It’s about giving you tools to serve families better while protecting your own time and energy. In a profession where burnout is real and resources are often stretched thin, that matters.
This conversation with Welton Hong was the perfect way to launch 2026 Johnson Consulting Conversations. His practical insights and honest assessment of both opportunities and challenges gave funeral homes a roadmap for thinking about AI that’s grounded in reality, not hype.
Save the date for February 11th, when I’ll be joined by Vince Roberge, Senior Business Consultant for Johnson Consulting Group. We’ll be discussing our Leadership & Management Program, the premier experience designed to empower funeral and cemetery professionals with proven strategies for success, taking place March 31–April 2 in Scottsdale, Arizona.
Until then, we encourage you to explore Welton’s work at Ring Ring Marketing, check out his book, and follow him on social media where he regularly shares valuable content for funeral service professionals.
The future of funeral service will be shaped by those who can thoughtfully integrate new tools while never losing sight of our fundamental mission: serving families with compassion, dignity, and excellence during their most difficult moments.
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