By Thomas A. Parmalee
Artificial intelligence has moved from novelty to utility with remarkable speed. For cemetery operators and funeral directors — professionals whose work is rooted in tradition and trust — that shift can feel both intriguing and intimidating.
During a recent webinar titled “AI for Cemeteries: A Simple, Step-by-Step Guide to Using ChatGPT,” digital marketing strategist Welton Hong, the founder and CEO of Ring Ring Marketing, offered a practical roadmap for how cemetery professionals can begin using generative AI in everyday operations.
His message was clear: AI tools are no longer experimental — they are operational tools that can help cemeteries (and funeral homes) save time, improve communication, and scale their marketing efforts. But to unlock their real power, operators must understand two critical concepts: context and prompting.
The Rapid Evolution of AI Tools
Hong began by addressing a question many professionals have: Which AI platform should I use?
In Hong’s assessment, for most business tasks the major models such as OpenAI’s ChatGPT, Google’s Gemini, and Anthropic’s Claude are roughly comparable in capability. Whether the task is writing content, analyzing data, or conducting research, each system can perform well.
Still, he pointed out some distinctions:
- ChatGPT tends to develop strong familiarity with a user over time, remembering conversation history and preferences.
- Gemini integrates seamlessly with Google’s ecosystem and is popular with users who rely heavily on Gmail, Google Docs, and other Google tools.
- Claude currently excels in certain “agentic AI” functions — automated processes where AI completes complex tasks or workflows with minimal human supervision.
For operators simply getting started, Hong offered a simple rule: Use the system that fits best with the tools you already use.
AI That Works While You Sleep
One of the most exciting developments Hong discussed is the rise of agentic AI — systems that can carry out multi-step tasks on their own.
While the technology is still evolving, Hong demonstrated examples where AI tools can perform research, generate reports and prepare content automatically.
In practical terms, that could mean:
- Researching market trends overnight.
- Drafting marketing materials before staff arrive.
- Compiling training documents from internal information.
- Tracking the number of graveside services being held be a competitor based on obituary data.
Image and Video Creation Are Advancing Quickly
Another area advancing rapidly is visual media generation.
Platforms such as MidJourney, ChatGPT’s integrated image tools, and Google’s evolving AI image systems are producing increasingly sophisticated results. Hong noted that these tools can create royalty-free visuals suitable for marketing materials and social media.
Although the images often look indistinguishable from traditional photography or graphic design, most AI-generated visuals contain an invisible digital watermark indicating their origin.
Video creation is improving as well. Tools such as Sora can generate short video clips from text prompts. However, Hong cautioned that the technology is still developing and currently requires significant editing and assembly.
For now, many operators will find the greatest value in converting ideas conveyed via text into images.
The Secret Sauce: Context and Prompting
The most important insight from Hong’s presentation was that successful AI use depends less on the tool and more on how it is used.
He described the formula simply:
Prompt engineering × context = powerful results
Of the two, context may be even more important.
Why Context Matters
When cemetery operators ask AI to write content without context, the output tends to be generic. The system knows nothing about the organization’s history, values, services, or community.
Hong recommends solving this by creating a shared “knowledge file” about the cemetery.
This document becomes the foundation for every AI interaction. Staff members reference it whenever they ask AI for help, so the system understands the organization it is representing.
A strong knowledge file might include:
- The founding story of the cemetery.
- The meaning or history behind its name.
- Important milestones in its development.
- The burial options offered.
- Availability of private family estates or mausoleums.
- Communities and cities served.
- Unique features such as gardens, reflection areas, or walking paths.
- Preferred language or phrases used in communication.
- Brand tone and communication guidelines.
The more detailed this context document is, the more tailored the AI output will become.
Hong shared this document during the webinar, outlining what types of things cemetery operators should answer in their knowledge file.
“Think of it like an interview,” Hong explained. “The more the AI knows about you, the better the results.”
Controlling Voice, Tone and Brand Identity
Providing context also creates an important safeguard.
Every cemetery has its own culture and communication style. Some emphasize tradition and reverence; others position themselves as modern memorial parks focused on celebration of life.
Without guidance, AI might produce language that feels inconsistent with the organization’s identity.
By including corporate communication guidelines in the knowledge file, operators can ensure that AI-generated content reflects their preferred tone — whether formal, compassionate, educational, or inspirational.
The Right Way to Prompt AI
Once context is established, prompting becomes the next critical skill.
Hong encourages users to begin every request by defining the role the AI should play.
For example:
- “You are a world-class digital marketer …”
- “You are an experienced attorney specializing in employment law …”
- “You are a professional copywriter in the funeral profession … ”
This technique helps the model adjust its language and approach to match the expertise being requested.
After defining the role, the user should clearly outline:
- Who they are (covered by the knowledge file).
- The task required.
- Any specific goals or constraints.
Practical Applications for Cemeteries
Hong also shared numerous ways cemeteries and funeral homes can put AI to work immediately.
Some examples include:
Marketing and outreach
- Writing Facebook and social media advertising copy.
- Drafting blog posts or newsletter articles.
- Developing video scripts for community education.
Customer education
- Creating preplanning guides.
- Producing frequently asked questions about burial options.
- Explaining cremation and memorialization choices.
Operations and training
- Writing employee training manuals.
- Developing standard operating procedures.
- Documenting headstone cleaning protocols.
- Establishing holiday decoration policies.
For many organizations, these tasks are time-consuming but necessary. AI can help staff generate first drafts quickly, which can then be reviewed and refined.
Get a full list of tasks that cemeteries might want to consider contracting out to AI with this document, which Hong shared during the webinar.
Human Oversight Remains Essential
Despite the impressive capabilities of modern AI systems, Hong emphasized the continued importance of human oversight.
Although the “hallucination” problem — AI generating incorrect information — has improved significantly, errors can still occur.
Every piece of AI-generated content should be reviewed for accuracy, tone and appropriateness before publication or distribution.
In the deathcare profession, where trust and sensitivity are paramount, that quality control step is essential.
A Tool, Not a Replacement
For cemetery operators and funeral directors, the takeaway from Hong’s presentation was reassuring.
AI is not a replacement for the compassion, judgment and professionalism that define funeral service. Instead, it is a productivity tool — one that can handle routine writing, research and documentation, so staff can focus on serving families.
The organizations that benefit most from AI will not necessarily be the largest or most technologically sophisticated. They will be the ones willing to experiment, provide thoughtful context and integrate the technology into everyday workflows.
As Hong suggested, the first step is simple:
Start asking the questions.
And let the technology help you build the answers.
Learn more about Ring Ring Marketing.
Watch the webinar on how cemeteries can use AI.
