At United Water Restoration Group (UWRG), we’re always looking for ways to support our Franchise Owners and their teams more effectively. As a company with over 50 locations specializing in water, fire, and mold damage restoration, we know that having reliable, real-time support is critical in our line of work. That’s why we’ve introduced an AI-powered support system to make it even easier for our teams to get the answers they need, exactly when they need them.
We’ve always been proud of the strong human support we provide, and that remains a cornerstone of what we do. But we also saw an opportunity to enhance our support system with AI-driven resources. Now, if a technician is on a job site in the middle of the night and needs a quick refresher, they don’t have to wait for the support. Instead, they can turn to our AI support team for immediate, accurate guidance.
This AI system is made up of four specialized experts, each focused on a different area of restoration:
- Marina – Water restoration specialist
- Sani – Sanitization specialist
- Ember – Fire damage professional
- Asper – Mold remediation specialist
Originally, we introduced these AI tools as text-based chatbots on our website, but adoption wasn’t as high as we had hoped. We asked ourselves: How can we make this even more useful for our teams? That’s when we decided to give each AI expert a distinct personality and make them accessible via phone. Now, our technicians can call Ember for fire-related guidance or Marina for water damage advice, and they’ll get instant answers from an AI that feels like a real person.
One of my favorite aspects of this system is how realistic we’ve made these AI assistants. For example, Ember is designed as a New York firefighter, complete with a Brooklyn accent. When you call her, it truly feels like you’re speaking with an industry pro. These small details make the experience more engaging and natural for our teams.
Beyond being fast and convenient, our AI tools are also highly reliable. Unlike general AI systems that might provide inaccurate or fabricated responses, ours are specifically trained on Institution of Inspection Cleaning and Restoration Certification (IICRC) standards and UWRG’s established processes. This ensures that the advice they provide is always aligned with industry best practices and our company protocols.
What’s especially important is that these AI experts won’t guess or make up answers. If someone asks a question outside of their area of expertise, they’ll simply say they can’t help. That level of accuracy is critical in restoration, where precision matters in every job we take on.
But AI support is just the beginning. We’re also working on other AI-driven initiatives to make life easier for our Franchise Owners. One of the most exciting developments is an AI-based lead scoring system, which will analyze incoming customer inquiries to help prioritize the most valuable leads. This will allow franchisees to focus their efforts on high-quality opportunities and maximize their growth potential.
Additionally, we’re rolling out a new customer relationship management (CRM) platform that integrates AI to streamline marketing and customer communication. With automated campaigns and AI handling routine inquiries, our Franchise Owners will have more time to focus on running and growing their businesses.
Even with these advancements, we remain committed to the personal, hands-on support that has always set UWRG apart. AI is meant to be an extension of our existing support system, not a replacement. We see our Franchise Owners as family, and we want to ensure they always feel supported at every stage of their journey.
At the end of the day, our goal is simple: to provide the best possible resources for our teams, so they can focus on delivering top-tier restoration services to our customers. These AI innovations are just one more way we’re making that happen. And as we continue to evolve, we’ll keep looking for new ways to support our Franchise Owners, ensuring they have the tools they need to succeed—today and in the future.
By Turner Kuell
Turner Kuell is the Director of Digital Marketing for United Water Restoration Group, with over 10 years of experience in digital marketing and business growth. He specializes in helping franchise owners enhance their online presence, generate leads, and develop systems and automation to improve efficiency. Turner also plays a key role in franchise development, supporting growth strategies for new and existing locations.