In a recent conversation with Adam Jones, the 53-year-old proprietor of Myer's Bagels in Burlington, Vermont, he shared insights into the unique approach his shop takes in producing Montreal-style bagels. Unlike typical bagels found elsewhere in the United States, theirs have a denser texture due to less proofing and are cooked over a wood fire, giving them a distinctively chewy bite.
Myer's Bagels employs around 22 staff members, each of whom plays multiple roles, from taking orders to crafting bagels.
In the fast-evolving landscape of social media, Adam recognizes the need for businesses to continually innovate. While he admits that navigating social media isn't his forte, he's committed to learning and adapting. Historically, he's relied on motivated college students to handle social media marketing, but found that their enthusiasm often waned as they juggled other personal responsibilities.
Recently, Adam turned to an artificial intelligence-driven service designed to assist small businesses with various operational tasks, including social media management. The platform offers a content calendar that can schedule a month's worth of posts on Instagram, which is particularly useful in a college town like Burlington, especially around events like graduation. Using AI, he can brainstorm creative and engaging post ideas that resonate with his audience.
The AI tool also allows the incorporation of photos from Myer’s own collection, capable of modifying them for enhanced visual appeal. While some edits worked well, others resulted in AI-generated visuals that didn't quite match the authenticity of Myer’s products, which Adam realized when customers started noticing inconsistencies.
One particular incident involved an AI-generated image featuring Myer's retail bags alongside a simulated wood fire and a handwritten note embellished with a real customer’s review. Although it creatively showcased actual products, the representation was misleading, prompting mixed reactions from the audience. While some customers defended the shop as a small business attempting creativity, many took to Google reviews to express discontent over the situation, emphasizing the way social media amplifies opinions—both positive and negative.
Faced with backlash, Adam took immediate action by removing the controversial posts and issuing an apology. He clarified that the use of AI was an experiment rather than a commitment and vowed to listen to customer feedback, just as he would if a new bagel flavor didn’t meet expectations.
Despite the incident, he isn't turning away from AI completely. He views it as a valuable tool that can help Myer's Bagels remain competitive and sustain growth over the coming years. While he acknowledges that AI has its limitations, Adam plans to continue leveraging its benefits to enhance operations, ultimately helping to keep prices in check for customers amidst rising inflation. Balancing creative strategies with authenticity is now a priority as he moves forward with his social media approach.
