2 Utah companies are quietly changing how AI actually works for real businesses

MyAdvice customizes AI with small language models tailored to individual businesses, improving accuracy and trust.
GCommerce is pioneering direct integration of hotel inventory into AI platforms to bypass costly third-party booking sites.
These Utah firms demonstrate practical AI deployment in healthcare and hospitality sectors, driving measurable business growth.
The companies highlight the tension between AI innovation and regulatory debates, showing AI’s real-world impact today.

Artificial intelligence is rapidly transforming industries, but much of the public discussion remains focused on policy and potential risks. Meanwhile, two Utah-based companies, MyAdvice and GCommerce, are actively reshaping how AI technology functions for real businesses in healthcare and hospitality. By building customized AI solutions and integrating hotel data directly into AI systems, these firms are increasing operational efficiency, improving customer engagement, and reclaiming value lost to intermediaries.

MyAdvice’s proprietary AI platform, Maya, uses custom-trained AI models that understand the unique voice and services of each client, reducing errors common in generic chatbots. At the same time, GCommerce is addressing a critical challenge in hotel bookings by enabling AI tools to access hotel inventories directly, eliminating reliance on commission-heavy third-party sites. These innovations are quietly driving significant business outcomes and setting new standards for AI application in traditional industries.

How are Utah companies transforming AI for practical business use?

MyAdvice and GCommerce are pioneering AI applications that go beyond theoretical discussions, delivering tangible benefits to their clients. MyAdvice focuses on healthcare providers, including dentists and lawyers, by creating bespoke AI chatbots that are trained on specific client data. This approach drastically reduces the risk of AI hallucinations—incorrect or fabricated information—by ensuring the AI only uses verified and relevant knowledge about the client’s practice.

GCommerce, on the other hand, tackles a significant pain point in the hospitality industry: the loss of direct customer relationships due to third-party booking platforms like Expedia. By integrating hotel inventory data directly into AI systems such as ChatGPT, GCommerce enables travelers to book rooms without intermediaries, preserving hotel margins and enhancing customer loyalty.

What makes MyAdvice’s Maya AI system unique?

Maya is a custom small language model developed entirely in-house by MyAdvice. Unlike generic AI chatbots that rely on broad datasets and often produce inaccurate answers, Maya is tailored to each client’s specific business environment. For example, the AI model for a dental office in Provo is trained on that practice’s services, patient interactions, and brand voice, making it highly specialized.

This customization improves AI accuracy and builds trust with users. Patients and clients receive consistent, reliable information, which enhances their experience and encourages engagement. For healthcare providers, this means that mundane tasks like answering patient questions and managing online reviews are handled more efficiently, freeing up staff to focus on higher-value activities such as patient care.

Business impact of Maya AI

Conversion rates on client websites have tripled after implementing Maya, indicating stronger customer engagement.
Response times to online reviews have dropped from over 20 days to under 24 hours, with nearly 100% of reviews receiving timely replies.
Doctors and lawyers save significant time previously spent on administrative tasks, allowing them to increase productivity and revenue.

How is GCommerce reshaping hotel bookings with AI?

GCommerce’s founder, Scott Van Hartesvelt, has witnessed the evolution of digital marketing in the hotel industry for over two decades. He identifies AI as the most disruptive force yet, particularly because travelers increasingly use AI assistants like ChatGPT and Google Gemini to plan trips. However, these AI tools typically route bookings through third-party platforms, which charge hotels high commissions and weaken direct customer relationships.

To counter this, GCommerce is developing technology that feeds hotel availability and pricing data directly into AI systems. This direct integration allows AI to present hotel options without defaulting to third-party sites, enabling hotels to maintain control over their sales channels and customer data.

Why does this matter for hotels?

Hotels regain direct access to customers, improving brand loyalty and personalized service.
Eliminates the need to pay commissions to intermediaries, improving profit margins.
Enhances traveler experience by simplifying the booking process and reducing the number of pages and platforms needed to find accommodations.

What challenges do these companies face in AI adoption?

Despite the clear benefits, both MyAdvice and GCommerce acknowledge hurdles related to AI trust and transparency. Clients may hesitate to let AI handle customer interactions due to fears of errors or loss of personal touch. Employees sometimes worry about job security as AI automates tasks. Additionally, customers often do not know when they are interacting with AI, raising ethical questions about disclosure.

Both companies emphasize the importance of transparency and maintaining human oversight to ensure quality and trust. They also advocate for ongoing dialogue between innovators, regulators, and users to balance innovation with responsible AI governance.

How does this Utah innovation fit into the broader AI policy debate?

While Utah lawmakers focus on establishing rules and accountability frameworks for AI, MyAdvice and GCommerce demonstrate that AI is already operational and delivering results in local businesses. Their work highlights the urgency of creating policies that support innovation while protecting consumers and workers.

These companies serve as case studies showing that AI can be a powerful tool for business growth when customized thoughtfully and integrated responsibly. They also underscore the need for policies that encourage ethical AI use without stifling practical advancements.

Key takeaways for businesses considering AI adoption

Customizing AI models to specific business contexts significantly improves accuracy and customer trust.
Direct integration of data into AI platforms can reclaim value lost to intermediaries in industries like hospitality.
AI can automate routine tasks, increasing operational efficiency and allowing staff to focus on higher-value work.
Transparency, human oversight, and clear communication with customers are essential to successful AI deployment.
Engaging with evolving AI policies early can help businesses navigate compliance and ethical considerations.

Frequently Asked Questions

How does MyAdvice’s AI improve accuracy compared to generic chatbots?

MyAdvice builds custom small language models trained on each client’s specific data, which reduces AI hallucination and ensures responses are accurate and relevant to the business. This tailored approach contrasts with generic chatbots that rely on broad datasets and often produce less reliable answers.

What problem is GCommerce solving for hotels with AI integration?

GCommerce enables hotels to feed their inventory and pricing directly into AI systems, allowing travelers to book rooms without going through third-party platforms that charge high commissions. This helps hotels maintain direct customer relationships and improve profit margins.

How do I set up AI for my small business?

Start by identifying repetitive tasks that can be automated, then choose AI tools that can be customized to your business needs. Work with vendors who offer tailored AI solutions and ensure proper training of the AI on your specific data to maximize accuracy and effectiveness.

What are best practices for optimizing AI chatbots?

Regularly update the AI training data with verified information, monitor chatbot interactions for accuracy, and incorporate human oversight to handle complex queries. Personalizing the chatbot’s tone and responses to match your brand also improves user engagement.

How can businesses scale AI solutions effectively?

Start with pilot projects focused on high-impact areas, measure performance and ROI, then gradually expand AI applications. Ensure infrastructure supports increased data processing and maintain flexibility to customize AI models as business needs evolve.

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