Views & Visions

As the brand manager at Custard Stand Chili and daughter of founders Dee and Angie Cowger, I’ve seen firsthand how a small-town restaurant in Webster Springs, West Virginia, grew into a national brand. Over the years, we’ve evolved, expanded, and reimagined, but one thing hasn’t changed: our willingness to innovate and improve.

That same drive led us to explore and embrace artificial intelligence (AI), a move that’s helping our small but mighty team work smarter, faster, and more creatively. While AI might seem like the realm of Silicon Valley giants, we’ve discovered that it’s a game-changer for businesses of every size, especially those willing to adapt.

Innovation Sparks Super Bowl Moment

Earlier this year, Google Workspace selected Custard Stand Chili to represent West Virginia in the “50 Stories, 50 States” campaign. The campaign highlighted how small businesses are leveraging Google’s generative AI to transform operations, and our story aired in a regional commercial during the 2025 Super Bowl. 

» View the commercial "West Virginia – Custard Stand Chili: Gemini in Gmail" by clicking here.

For a family-run company from the mountains of West Virginia, the spot validated our decades of hard work.

We didn’t just tell our story, we showed how we’re using AI every day to streamline internal processes, elevate customer communications, and fuel creative content. It’s proof that you don’t have to be big to think big.

Gemini in the office: clarity, speed, and creativity

We rely heavily on Google’s Gemini suite. One standout tool is the Gemini Writing Suggestion feature. It helps us tighten pitches to big retailers like Walmart and Kroger, where clarity, brevity, and impact matter most. I still write like a human, but AI acts like my editor, refining my ideas and helping me hit the mark, fast.

Gemini’s meeting notetaking tools also make an equally big impact. From internal team meetings to calls with co-packers and suppliers, AI-generated summaries and action lists keep us aligned, accountable, and efficient, especially as our operations now span multiple states.

AI fuels creative storytelling

Marketing content is where we’ve really seen AI shine. I regularly use Hype AI and similar tools to generate fun, scroll-stopping imagery and video for platforms like TikTok and Instagram. Whether I’m creating a scene of a cryptid devouring chili or showcasing a product spotlight, AI lets me test bold concepts quickly and affordably, without sacrificing brand integrity.

This kind of flexibility makes our content more dynamic and our process far nimbler.

Keep the heart, embrace the tools

It’s worth stating clearly: AI hasn’t replaced anyone at Custard Stand Chili; it’s enhanced what we’re already great at. These tools amplify our productivity and storytelling without losing the soul of who we are.

Even as we grow, we haven’t lost sight of what makes our brand special. Our Hot Dog Chili and Chili Soup still use the same high-quality ingredients and care my parents started with. You can find our products in grocery stores, through distributors, and online at CustardStand.com.

While we now operate across West Virginia and North Carolina, our heart is still in Webster Springs. AI helps us compete in a fast-paced marketplace, but our story is still about family, resilience, and deep West Virginia roots.

Looking ahead: Elevate over eliminate

As a proud fourth-generation West Virginian entrepreneur, I view AI not as a threat but as an incredible opportunity. It won’t replace our work, it will help us dream bigger. Just like our Super Bowl moment, the possibilities that lie ahead are only within reach because we’re willing to stay open, embrace change, and keep saying yes.

To any business considering AI: don’t wait! It can unlock new avenues for efficiency and creativity when paired with the passion and expertise of your team. But it’s also not a magic bullet.

The key is to approach these innovations with curiosity and a willingness to adapt, rather than fear or hesitation.

You don’t have to be a tech company to benefit. Explore what’s out there, test what works for you, and let AI elevate your team’s potential. We’re living proof that the right tools, combined with heart and hustle, can take you further than you ever imagined.

Alissa Clayton is the Brand Manager at Custard Stand Food Products, a family-owned business based in Webster Springs, West Virginia. She grew up in the company founded by her parents, Dee and Angie Cowger, and now helps lead its marketing, brand strategy, and innovation efforts. Passionate about blending tradition with modern tools, Alissa has overseen Custard Stand’s use of AI to streamline operations, expand its reach, and connect with customers in new ways. She lives in West Virginia and is proud to carry forward her family’s entrepreneurial legacy.