Speakers
AI in Business: From Overwhelm to Opportunity
Crystal Lengua explores why AI feels so intimidating, how it compares to past technology shifts, and why it should be viewed as a tool, not a replacement for human expertise. She addresses common concerns while grounding the conversation in real-world applications that are already impacting the industry today.
This session focuses on where AI is creating immediate value, from sales and marketing to customer experience, operations, and decision-making. Attendees will gain a clear understanding of how AI can automate repetitive tasks, accelerate workflows, reduce human error, and serve as a powerful support tool for both creativity and strategy.
Rather than focusing on hype or complexity, this keynote delivers practical insights that business owners and operators can apply immediately using the tools and systems they already have.
The goal is simple: to move from uncertainty to confidence and from curiosity to action.
More about Crystal Lengua
Crystal Lengua is a senior operations and revenue leader with over 24 years of experience in the pool and spa industry. An industry speaker and author, she serves as Vice President of Canadian Operations for Cover Valet and is a member of the leadership team at California Home Spas and Patio. She is also Secretary on the executive board of the Pool and Hot Tub Council of Canada, a past President, and a founding member of Women in Swim.
Known for her people-first, data-driven approach, Crystal uses AI daily across sales, marketing, operations, and customer experience to improve efficiency, reduce friction, and support better decision-making.
A dedicated lifelong learner, she has spent over three decades pursuing post-secondary certifications across all areas of business. She holds credentials in AI and neuroscience, giving her a unique perspective on how people think, learn, and adapt to change, and is committed to staying current on emerging AI trends. Crystal brings a practical, real-world perspective to helping businesses turn AI into a competitive advantage.