ALEXANDRIA, VA – The Society of American Florists (SAF) has launched Aster, an industry-trained, AI-powered business consultant designed exclusively for SAF members. Aster provides quick, practical guidance on the real-world challenges floral professionals face every day, putting trusted industry-specific expertise just one click away.
Built to support flower businesses of all sizes, Aster provides clear, actionable answers to questions about staffing, pricing, marketing, and operational efficiency without the wait times and costs associated with traditional consulting services.
“Aster is like having an experienced flower business advisor in your pocket,” says SAF President Lori Wheat (AAF). “Florists are busy running their stores, managing their teams, and serving their customers. This tool helps them make decisions with confidence and faster with guidance rooted in the realities of the flower industry. We encourage all members to try it.”
made for florists
Unlike typical AI tools, Aster is trained using only SAF’s extensive library of trusted industry resources, including Floral Management magazine, SAF industry news, and educational courses from the Floral Education Hub. This ensures that the guidance members receive reflects flower-specific workflows, terminology, seasonality, and business pressures, from holiday staffing shortages to perishability concerns and margin management.
Joe Aldegar, IT director at SAF, who led the development and training of the chatbot, said: “We didn’t want to create something that just sounded smart. We wanted something that was really useful, a tool that members could rely on for practical guidance that aligns with SAF’s expertise and values.”
Aldeguer said Aster has the ability to remember past conversations, supports multiple languages, and will continue to evolve as members use it and new SAF content is added.
Supporting smarter decision making
Aster is designed to save you time, reduce stress, and help you make smarter decisions in all areas of your floral business. SAF members can use Aster to explore best practices by asking questions such as:
What are the most effective marketing strategies for florists today? How can I create job descriptions that attract the right candidates? What operational changes will improve efficiency? How can I increase the profit margins of my floral business?
“This is about meeting members where they are,” says SAF CEO Kate Penn. “Our role as an association is to remove barriers and make it easier for floral professionals to succeed. Astor extends our expertise in new and highly accessible ways, providing immediate support to our members when they need it most.”
Mr. Penn added that this launch reflects SAF’s broader commitment to innovation that delivers real value.
“Technology should serve people, not overwhelm them,” she says. “Aster is another way we are investing in tools that enable our members to run stronger, more resilient businesses.”
Aster is available now and included in SAF membership. Click here for more information.
About the American Florist Association
The American Florist Association is an association that connects and fosters a thriving floral community through training, education, marketing resources, and advocacy. Our Vision: Bringing the power of flowers to every life. For more information, please visit SAFNow.org.
