WFCA Launches GROW Series Focused on Practical AI for Business

The World Floor Covering Association (WFCA) will present a new three-part interactive series on artificial intelligence through its GROW professional development program, giving members practical guidance for using AI more effectively in their businesses.

Led by Aaron Welch, Founder and CEO of Peritix Technology Advisors, the Hiring AI Webinar Series approaches AI much like a new employee: define its job, vet its work before trusting it, protect sensitive business information and measure its performance. Each 45-minute session includes live examples, practical tools and time for questions.

“AI is already changing the way businesses work, but there’s a big difference between trying AI and knowing how to use it effectively,” said Michelle Nix, Director of Education for WFCA. “This series is designed to give our members a practical framework they can use in their own businesses, from defining what they want AI to do to evaluating whether it’s actually delivering results.”

The three sessions build on one another. Registration is now open for all sessions.

Session 1: The New Hire Nobody Interviewed introduces the AI Worker Model and shows participants how to create a clear “job description” for AI using five elements: Role, Skills, Process, Data and Evaluation.

This session takes place August 13, 2026 at 2 p.m. ET | Register

Session 2: The Interview: Vet It Before You Trust It focuses on evaluating AI-generated work, protecting business information and understanding what information is appropriate to share with AI.

This session takes place September 10, 2026 at 2 p.m. ET | Register

Session 3: The Performance Review: Make AI Earn Its Keep introduces the CASEE framework — Consistency, Accuracy, Security, Efficacy and Efficiency — to help businesses determine whether their AI workflows are reliable, secure and delivering measurable value.

This session takes place October 8, 2026 at 2 p.m. ET | Register

Welch is a CISSP-certified cybersecurity leader with more than 20 years of experience helping organizations navigate new technology. As the former Director of IT Security for the City of Chattanooga, he authored the city’s first AI policy and led the evaluation and adoption of AI tools.

Participants are encouraged to bring a laptop, tablet or phone and a business task they would like AI to handle more reliably. Each session stands on its own, while the full series provides a practical system for putting AI to work in their businesses.