AI is changing the way people make decisions and search for information. People no longer just type single keywords; they ask questions and look for human-like responses. Instead of searching for a specific service someone might type “how can I tell my mum I feel lonely?” or “where can I go to learn Te Reo for free?” This means we need to adapt for our whaiora, making the information easier to find and more meaningful, meeting people at any stage of their journey, exactly where they are.

AI is more than ChatGPT or Google searches. At the breakfast we heard about Claude’s Model Context Protocol (MCP), a way of connecting platforms like ChatGPT, Hubspot, and CRMs so that we can gain insights from the whole picture. Instead of isolated data points, we could analyse together website visits, campaign ads, and community programme touchpoints. This opens the door to better services, faster answers, and support offered at the right moment in someone’s journey.

A way to do this would be using an AI-powered marketing mix modelling. Traditional metrics like clicks and impressions do not tell us the whole story. With advanced modelling, AI could highlight what is truly making a difference in someone’s journey from searching for information right across their time in our services. This could mean seeing which campaigns actually support and improve lives, not just which generate attention.

The biggest takeaway for us was this, “AI is the most powerful tool since the focus group”, but its impact depends on how we use it. If we build with care, AI can make our mahi smarter, more responsive, and help more people. For alcohol harm reduction, that could mean reaching people at the exact moment they are looking for support, and offering pathways that are safe, respectful, and effective.