By: Marcus Trent
As technology continues to evolve rapidly, The Fultz Group is offering a fresh perspective on the integration of artificial intelligence (AI) and automation in family businesses. Founded by entrepreneurs Steve and Melissa Fultz, this family-led organization is working to help Gen X business owners embrace technological advancements while maintaining the personal connections that have been central to their business success.
The Fultz Group embodies a blend of two worlds: the tradition of “Main Street” and the innovation of “Wall Street.” With Steve’s background in multi-generational entrepreneurship and Melissa’s corporate experience at a Fortune 5 company, they have developed a methodology that seeks to reconcile the values of long-standing family businesses with the possibilities offered by modern technologies.
“We’ve observed that many entrepreneurs in our generation aren’t inherently opposed to technology; they simply have concerns about the impersonal nature of some technology adoption strategies,” says Steve Fultz. “Our approach aims to show that automation doesn’t need to replace personal connections—it can enhance them.”
What sets the Fultz Group apart from more conventional business advisors is their hands-on experience. With over $10 million in annual revenue across three family-owned businesses employing around 50 people, the Fultz family is gradually incorporating AI and automation into their operations. These businesses span retail, service, and manufacturing, offering a diverse range of industries to apply and refine their methods, showcasing the versatility of their approach.
The Fultz Group’s method has resonated with many married business partners, particularly those navigating the complexities of running a business together. These entrepreneurs are drawn to the Fultz’s ability to balance technological efficiency with a focus on relational aspects in their business operations.
“When automation is thoughtfully integrated, it has the potential to create more space for meaningful interactions and relationships,” explains Melissa Fultz. “Our aim is to demonstrate to business owners that AI adoption doesn’t have to come at the expense of the human touch that defines their business culture—it can work alongside it.”
A key feature of their work is the emphasis on preserving family legacies. With their daughter, Sarah, actively participating in their businesses, the Fultz family highlights how technology can play a role in succession planning, supporting the transition to future leadership instead of disrupting it. By blending innovation with traditional business values, they illustrate how technology can help secure a legacy that continues across generations.
Through personalized advising, group programs, and soon-to-launch exclusive masterminds at resort destinations, The Fultz Group offers a comprehensive approach to technology adoption. These events provide a setting for married entrepreneurs to explore both AI and automation and the ways in which these tools can integrate into their business culture while also strengthening their relationships.
Their latest thought leadership initiative, “Family Business Facelift: How AI and Automation Are Reshaping Business Through Technology,” positions the adoption of technology as a strategic choice, framed around how AI can align with the core values of a business rather than replace them. This initiative is designed to help business owners better understand how AI can enhance their operations in a way that complements their human-centered approach.
While every business is unique, The Fultz Group’s approach offers valuable insights into how technology can be thoughtfully integrated to improve both business efficiency and relationships. Their ongoing work exemplifies the balance between embracing technological advancements and preserving the personal connections that are often at the heart of family businesses.
Disclaimer: This content is intended for informational purposes only. Readers are encouraged to seek personalized consultation before making any business decisions related to AI adoption or technology integration.
