HOW AI CAN HELP YOUR SHOOTING BUSINESS

IMAGE: SHUTTERSTOCK - VECTORFUSIONART

Artificial Intelligence (AI) isn’t coming, it’s here, and this is great news for the gun trade, says Phillip Montague.

Artificial Intelligence (AI) might feel like something that belongs in science fiction, but it’s already having a massive impact on how businesses run, and yes, that includes the gun trade and shooting sports.

From the way customers find you, to the way you write product descriptions, respond to messages, or build loyalty, it’s all changing. AI can fulfil the roles which the gun trade is traditionally slow to invest in, without the extra cost.

I want to show you how small businesses in shooting sports can start using AI, without needing a tech background or a big budget. We’ll look at what AI is, where it fits, how to get started, and practical ways you can put it to work this season.

WHAT IS ARTIFICIAL INTELLIGENCE, REALLY?

Put very simply, AI refers to any type of software that can learn patterns, make decisions, or generate content in a way that used to require a human brain to do the work.

The most popular example at the moment is ChatGPT, which can answer questions, write text, summarise long documents, and more. But AI also powers tools like Google Maps, voice assistants, email spam filters, and even your phone camera’s ability to “beautify” a photo.

So while the buzzword might be new, the technology has been in your pocket for years.

WHY SHOULD THE GUN TRADE CARE?

You might be thinking: “Nice idea Monty, but I sell guns, run a clay ground, or teach lessons, not software.”

But AI isn’t about building apps or replacing people. It’s about taking small jobs off your plate, so you can focus on the parts of your business that require a human touch. That means more time with customers, more headspace for planning, and fewer late nights doing admin.

In a sector where many businesses are stretched for time and staff, AI is like hiring a smart part-timer who never clocks off, and works for free.

AN EASY WAY TO GET STARTED

If you’ve never used AI before, don’t worry, it’s not complicated, and you don’t need to download anything or speak another language. You’re just having a conversation with a tool that’s good at answering questions and writing things quickly. The key is knowing what to ask.

The most popular starting point is ChatGPT. It’s free to sign up and use for basic tasks, and there’s no learning curve beyond typing into a box and hitting enter.

You simply give it a ‘prompt’ something like “Write a 100-word description for a used Beretta Silver Pigeon” and it’ll respond in seconds. What you’re likely to be surprised by are the ideas you hadn’t thought of before.

YOUR FIRST FIVE ‘PROMPTS’

Prompt One I need a friendly email inviting customers to a summer open day at a clay ground, with food, coaching tasters, and discounts on cartridges

Prompt Two What kinds of memorabilia merchandise would be best to have by the counter at my shooting ground?

Prompt Three Ian Coley shooting ground is my nearest competitor, can you give me some suggestions on what events to run at my own ground, and on what days, to best compete with the

Prompt Four Write me a description of a Beretta Silver Pigeon 1 I can use to sell it on gun trader

Prompt Five Give me suggestions for social media posts this week based on the most commonly asked questions about shooting on the Pigeon Watch forum

WHERE AI STILL FALLS SHORT

Despite the promise and excitement, AI is not a silver bullet. For all its power, it remains a tool, not a replacement, for human intuition, industry experience, or specialist knowledge. In the shooting world, where personal relationships, trust, and decades of accumulated expertise often define success, AI has clear limits. It can automate processes, but it can’t replicate your judgment, or the subtle understanding of a client’s needs that comes from years on the ground.

Context is another stumbling block. AI tools excel at recognising patterns and generating content based on vast datasets, but they can struggle with nuance, particularly when it comes to legal and regulatory interpretation. In a sector as tightly regulated as ours, no AI can (or should) be trusted to make final calls on compliance.

Likewise, language models may inadvertently produce content that falls foul of social media policies, even when trying to be helpful.

There’s also the matter of quality control. While AI can dramatically speed up tasks like email writing, image editing, or basic customer segmentation, it still requires human oversight. Errors can creep in. Repetition and “blandness” can surface. Without careful curation, what was intended as efficient can quickly come across as generic or off-brand.

Finally, there’s something intangible that AI can’t yet touch: craft. Whether you’re fitting a shotgun, writing a heartfelt newsletter, or planning an event at your ground, there’s a human element, often subtle, always important, that machines can’t capture. The goal, then, is not to let AI lead, but to let it serve. The best outcomes come when it works alongside you, quietly taking care of the repetitive work so you can focus on what really matters.