The state of the art of digital for optics

An overview of digital tools for optics: from practice management to customer communication and applications of artificial intelligence. Which tools are relevant and how to bring them into the daily work of the optical practice.

What the webinar covers

Digital in the optical practice is not one single thing. There is the practice management software, which holds the data; there is communication with customers, from recall messages to social media; and there are the applications of artificial intelligence, which come last and depend on everything else. The webinar takes them one at a time and asks the same question of each: what really changes in everyday work, and what has to be in order already for the tool to be of any use.

• Management software and data: why CRM is first of all a method (further reading: CRM for the optical practice).
• Communication with customers: different tools, one voice (further reading: Social media 2026: the voice comes before the channel).
• Artificial intelligence: what it can do today and what it finds when it arrives (further reading: AI, data and relationship).
• The digital product in the practice: smart glasses as an example of technology entering the relationship (further reading: Smart but independent).

It is not the tool that makes the difference. It is what it finds when it arrives.

To continue

The following webinar, The map and the compass, picks up these tools and places them inside the strategy of the optical practice; the other recordings in the series are Big Fish in a Small Pond and the analysis of the EssilorLuxottica 2025 report. The theme is digital marketing for optics. To work on it on your own there is Trade Up Online in Italy and The Charismatic Practice elsewhere; to do it with your team there is in-store training.