From Information Overload to Instant Answers: How GPEC Is Using Gen AI to Better Serve the Phoenix Region

The challenge

This information lived across websites, reports, and resource libraries. While valuable, it required significant effort to navigate. 

Whether an investor, a business exploring relocation, or a community member researching opportunities, knowing where to start was often the hardest part. 

The solution

Botco.ai’s Gen AI solution transformed structured data into conversational, accessible answers. 

Instead of searching through pages of content, users can ask questions and receive relevant, specific responses instantly. 

Background

Jessica Daley
Senior Director of Digital Marketing, GPEC 

Jessica leads website strategy, digital advertising, newsletters, and lead generation. She began her career at GPEC at the front desk and has grown into a leadership role. 

Outside of work, she has a passion for history and uses AI to discover and explore new books, particularly in pre-history.

Carol Hu
Director of Operations, Fortis Healthcare Solutions 

At the time of this interview, Carol served as VP of Enterprise at GPEC where she led technology-focused initiatives, worked cross-functionally to align business needs with the right platforms and deliver meaningful insights.

Outside of work, she is an avid mobile photographer and uses AI tools to enhance lighting, composition, and editing for her photography.

When did Gen AI become real for your team?

Carol Hu
AI became meaningful when we realized it could handle the full range of inquiries we receive. We serve investors, businesses, and the general public, each with different needs. AI acts as an intelligent navigator, delivering specific, meaningful responses from years of content. 

Jessica Daley
It clicked when we started analyzing the questions users were asking. We expected data-driven inquiries, but many were lifestyle-focused and human-centered. That insight has been incredibly valuable for shaping our content strategy. 

How was implementation?

Carol Hu
We invested years in building a strong data foundation. Maintaining structure and data integrity made adoption much smoother once the technology was ready. 

Jessica Daley
The process was surprisingly straightforward. Native integrations allowed us to connect systems quickly using APIs and existing tools. 

How are you using Gen AI today?

Carol Hu
Primarily as an investor-facing tool. Stakeholders can ask specific questions and receive immediate answers, reducing the burden on internal teams and improving speed and accuracy. 

Jessica Daley
From a marketing perspective, it helps us translate large amounts of data into actionable insights. We can identify trends in user behavior and adjust our strategy accordingly. 

How has it improved customer understanding?

Carol Hu
It has helped us better understand how people ask questions and what they truly care about. For us, our customer is the community, and this strengthens how we serve them. 

Jessica Daley
It provides valuable first-party data, showing which topics resonate most. The human-centered nature of inquiries has shifted how we prioritize content. 

What’s next for Gen AI?

Carol Hu
We see potential as an internal education tool. It could help train future economic developers and accelerate onboarding by providing real-time insights. 

Jessica Daley
The shift is toward optimizing for AI search. Content must be structured to support AI-driven discovery while still guiding users effectively once they engage. 

Results and impact

Jessica Daley
Gen AI helps us identify where impact matters most and reach those insights faster. It also significantly reduces time spent answering repetitive questions. 

Carol Hu
It allows teams to focus on higher-value work. Instead of handling inquiries individually, AI distills information so teams can have deeper, more strategic conversations. 

Advice for leaders

Carol Hu
Do not wait for perfection. Testing, failing, and learning early leads to stronger outcomes over time. 

Jessica Daley
Start focused. Define a specific use case and build from there. Whether you succeed or learn, you gain value either way. 

Industry impact

Carol Hu
AI is not replacing jobs, it is elevating them. It enables experts to focus on more meaningful, relationship-driven work. 

Jessica Daley
Optimization is evolving. It is no longer just about search engines, but about structuring content for AI while still delivering strong user experiences.