The AI Impact

How artificial intelligence is quietly transforming the pest control industry. 

Maura Keller

Artificial intelligence (AI) may dominate headlines in industries like finance, health care, and retail, but in pest control, its impact is unfolding in a quieter, more practical way. Rather than robots or fully automated service models, AI is being applied to streamline operations, improve decision-making, and free up employees to focus on what matters most: customers and clients. 

For Todd Leyse, CEO of Adam’s Pest Control, based in Minnesota, the real value of AI is not in flashy demonstrations but in incremental improvements that compound over time.

 AI has shifted from novelty to utility,” Leyse says. “The real impact isn’t robots or gimmicks; it’s faster decisions, fewer manual steps, and better use of data we already had but couldn’t fully leverage. 

Industry leaders are discovering that AI’s biggest contributions show up behind the scenes in routing algorithms, call analysis tools, training systems, and internal workflows. These applications may not be highly visible to customers, but they are reshaping how pest control companies operate, scale, and compete. 

Both Leyse and George Lawlor, head of IT at Truly Nolen, which operates in several states and parts of Canada, emphasize that AI is no longer experimental. It is becoming a core operational tool that supports everyday business decisions. 

“Currently, the biggest impact we have seen is how AI can help our team members make better decisions to ensure we deliver the highest standards to our customers,” Lawlor says. 

At Adam’s Pest Control, Leyse describes the company’s AI strategy as deliberately pragmatic.  

“Our strategy is to remove friction, automate repeatable decisions, and augment—not replace—our people,” he explains. “We build AI into our own systems so it fits real workflows instead of forcing teams to adapt to generic tools.” 

That philosophy reflects a broader shift in how AI is being adopted across the industry. Instead of standalone platforms or experimental pilots, companies are embedding AI into core systems such as customer relationship management (CRM), routing software, and training platforms. 

Truly Nolen has taken a similar approach, developing guiding principles for how and when AI should be used.  

“If AI technology does not make us better, strengthen our strategy, and enhance the experience for our customers and team members, then we have to question its validity in our company,” Lawlor says. “Security and usability must be reviewed and integrated into each decision we make around AI adaptation.” 

Where AI Delivers Value 

In practice, AI is being deployed across nearly every operational function in pest control. 

“We use AI to optimize routing, improve scheduling decisions, and reduce manual back-office work,” Leyse says. These tools help reduce drive time, increase technician productivity, and minimize human error in scheduling. 

One of Adam’s Pest Control’s most visible AI tools is its internal chatbot, which is integrated into its field service management system. Internally named Maxwell, the chatbot assists with locations, orders, employees, vehicles, and human resources-related questions covered in onboarding and the employee manual. 

“In this role, AI acts as an internal assistant, helping employees quickly access information without waiting for managers or digging through manuals,” Leyse says.  

Call analysis is another major application. “We use AI to take our recorded calls, create a transcript, redact sensitive information like credit card numbers, and summarize the call,” Leyse explains. “We can analyze transcripts from a specific time period and ask questions like, ‘On the estimates we did not sell, what were the main obstacles we encountered?’ ” 

At Truly Nolen, AI plays a similar role in communication. “We use transcriptions, summaries, and sentiments in our omni-channel approach to customer communication,” Lawlor says. “We automatically score and review each inbound call we take to ensure superior service and proactively surface any issues customers may be telling us.” 

These systems allow managers to identify trends, monitor service quality, and intervene early when problems arise—tasks that would be nearly impossible to perform manually at scale. 

Training, IT, and Predictive Analytics 

Beyond operations and customer service, AI is increasingly embedded in training and IT. Lawlor notes that Truly Nolen uses AI to support training scenarios. “We use it to help reinforce our best practices as delivered in our world-class training,” he says. AI can simulate conversations, analyze employee responses, and provide feedback that would otherwise require significant human resources. 

In IT, AI is becoming a frontline tool. “We are using it in our IT department as a launching point for automated break/fix response and ticket generation,” Lawlor explains, comparing it to a chatbot that supports internal troubleshooting, security posture, and even developer code use or reuse. 

Predictive analytics is another emerging area for AI use within the pest control industry. Truly Nolen is working with partners to use AI for operational forecasting, using a vendor to apply predictive analytics for operations and back-office tasks, which Lawlor says enables the company to anticipate staffing needs, service demand, and system failures. 

When AI Goes Wrong 

Despite its promise, AI is far from foolproof. Both Lawlor and Leyse caution that poor implementation can quickly create more problems than it solves. 

“The most common failures come from over-automation and poor data quality,” Leyse says. “When companies apply AI without clean data, clear ownership, or human oversight, they create confusion instead of clarity.” 

Lawlor echoes that sentiment, noting that cost overruns and delays are common. “A lot of projects are difficult to get off the ground,” he says. “Cost overruns, implementation delays, and incorrect response generation are some of the issues that I have heard.” 

Leyse adds that AI can also worsen existing weaknesses. “AI amplifies bad processes just as easily as good ones,” he says.  

These risks highlight the importance of governance, testing, and incremental rollout, especially in an industry where reliability and trust are paramount. 

Training Is Key 

One of the most common misconceptions about AI adoption is that it primarily requires technical training. In reality, both executives stress that the most important skill is judgment. 

“Training is less about technology and more about judgment,” Leyse says. “Employees need to understand what AI is good at, where it’s weak, and when to trust or question its output.” 

Rather than theoretical instruction, Adam’s Pest Control focuses on practical use cases. “We train teams to treat AI as a tool—not an authority,” Leyse explains. 

Lawlor agrees that user buy-in is critical. “If one views this as a tool to enhance productivity or customer service, the training needs to be vigorous,” he says. “If the end user does not buy in due to lack of understanding, they will either not use it or not use it as intended.” 

Without proper training, he warns, negative narratives can spread quickly. “It is easy for a narrative to get created that can permeate a group of people using a tool where not only the ‘why’ but the ‘how’ is misunderstood,” Lawlor says.  

Perhaps the most sensitive issue surrounding AI is its impact on human relationships, both within organizations and with clients. 

Leyse is clear about where AI should and should not operate. “We automate the boring parts so people can focus on customers and each other,” he says. “AI handles data, suggestions, and prep work. Humans handle empathy, trust, and final decisions.” 

At Truly Nolen, the company is intentionally limiting customer-facing automation, shying away from AI-enabled tools that directly interface with a customer. Instead, AI is used to assist internal teams so they can provide more personalized service. 

“It is our goal that with the variety of tools at our disposal, we can have a more focused approach to  
the customer’s needs when they reach out to us,” Lawlor explains. 

Both leaders agree that empathy cannot be fully automated. As Lawlor puts it, “While empathy can be determined by putting certain words in a certain order, true empathy can only be determined by understanding the human being on the other side of the conversation.” 

Fiscally Speaking 

Quantifying the return on investment (ROI) from AI remains one of the pest control industry’s biggest challenges. 

“We measure time saved and utilization improved,” Leyse says. “If AI doesn’t increase capacity or improve service quality, it doesn’t last. ROI has to show up operationally, not just in dashboards.” 

Lawlor acknowledges that traditional ROI metrics often fall short. “ROI is difficult to measure directly as it involves many soft costs and skills,” he says. Instead, Truly Nolen looks at long-term indicators such as client lifetime value and retention.  

“We expect to see customers stay with us longer and our cancels decrease,” Lawlor says.  

In both cases, AI’s value is tied less to immediate cost reduction and more to strategic performance improvements. In addition, as AI systems ingest more client and operational data, privacy concerns are becoming increasingly urgent. 

“Data ownership, access control, and model boundaries matter,” Leyse says. “If you don’t start thinking about privacy first, don’t start working with AI.” 

Lawlor frames the issue in terms of data loss prevention, noting that some newer AI systems prioritize ease of use over security. “They have little or no concern for personal identifiable information, payment card industry data, or any other security concern you can think of,” he says. 

The Long-Term Impact 

Looking ahead, AI is being seen as a defining competitive factor within the pest control industry.  

“Companies that integrate AI into daily operations will scale faster, train better, retain happier employees longer, and run leaner without losing their culture,” Leyse says. “This may take three years or more, but there is no better time to start.” 

He offers a stark warning for those who delay. “AI is not something to roll out in one off-season. If you haven’t started already, you are behind. You may not know it yet, but one day you’ll feel the effects of not having started sooner.” 

Lawlor is equally optimistic but cautious. “AI has the potential to automate many tasks, especially at the intersection of customer service and prospects,” he says. “But the proper use of the information surfaced will always require a human touch.” 

Protecting Your Business: NPMA’s Cybersecurity Guidelines 

As pest management companies rely more heavily on digital tools—routing software, mobile reporting apps, customer portals, and cloud-based platforms—they become increasingly attractive targets for cybercriminals. The stakes are high: A single breach can expose customer data, payment information, and even property access codes, resulting in financial losses, legal liability, and lasting reputational damage. 

Recognizing this growing threat, NPMA’s Business Innovations Committee developed a comprehensive set of Cybersecurity Guidelines tailored for pest management professionals. Available as a free member resource at npmapestworld.org/cybersecurity, the guidelines offer practical, actionable steps that any company—regardless of size—can implement to strengthen its digital defenses. 

Key recommendations include: 

Implement firewalls and antivirus software on all company devices, and keep all operating systems and applications updated with automatic patches to close known vulnerabilities. 

Train employees regularly to recognize phishing emails, suspicious links, and social engineering tactics—and conduct dedicated training on safe email practices using the guide’s included Email Safety Checklist. 

Protect internal data from public AI tools. Establish a clear internal data policy that prevents confidential company and customer information from being shared in public AI platforms and discourage AI notetakers in sensitive meetings. 

Use strong password policies and multifactor authentication for email, financial systems, and other critical accounts, paired with a password manager to reduce risk. 

Limit access based on employee roles, granting staff only the permissions necessary for their specific job functions, and monitor user activity to detect unauthorized access. 

Establish an incident response plan so your team knows exactly what to do if a breach occurs—including notification procedures and recovery steps—and test it regularly through simulations. 

The guidelines also include practical guidance on securing company Wi-Fi, protecting mobile devices, using reputable cloud services, and conducting regular vulnerability assessments. The companion Email Safety Checklist provides a quick reference employees can consult before opening unfamiliar messages. 

Download the full guidelines at npmapestworld.org/cybersecurity.