From Robby the Robot to Wall-E, the idea of a helpful machine that can learn and grow goes as far back as most generations in the last century can remember. This concept never became more real than when OpenAI launched a generative artificial intelligence chatbot in 2022 called ChatGPT—then the race to AI supremacy took off, and the dream of having a digital assistant that can streamline remedial tasks and save valuable resources and time, became a reality. AI can free up busy owners with smaller staff with too much on their plates and not enough hours to do it. The good news is AI is everywhere, and many already use it daily without even realizing it, such as in Google results, car navigation systems, handheld devices, etc. But what does all this mean for small businesses? How can AI help all the mom-and-pops around the United States?
AI puts you in the game
We are so used to technology being a part of our everyday lives that it feels like it takes a lot, outside of the movies, to wow us these days—from how we communicate to medical procedures to ordering something and getting it delivered right to your door with literally a few clicks. Does anybody even remember ordering through the mail from a Sears catalog? If such a thing existed today, it would be full of QR codes, social icons, call tracking numbers, and web addresses, like today’s combined direct mail and digital advertisements that are omnichannel, tactile and intuitive.
One of the best things about the prevalence of technology and AI is how it levels the playing field and allows small and medium-sized businesses (SMBs) to be more competitive in today’s multichannel, fast-paced economy / market. According to Salesforce’s Small Business Trends report, 60% of small businesses are using AI (as I write this) or plan to, with 33% of sales teams set to adopt it in the next 2 years.
Without getting too deep into AI discussions popping up all over social platforms and online forums, AI currently can imitate and act as if it possesses actual human intelligence. Still, its greatest strengths are processing vast amounts of information and offering more digestible ways to make informed decisions. While we’re many years away from having our own human-like cyborgs with artificial anatomies walking around, AI is the next best thing when it comes to a second pair of eyes to catch mistakes, a 24/7 helper to step in and reduce manual effort, and most importantly, a tool that finds ways to lower overhead costs.
How AI can help your business
Saving time. Only so much time is available for each task, and AI can help increase efficiency and productivity. AI tools can benefit SMBs in so many ways:
- Decision-making: It’s always beneficial to see the overall picture / analyze your client data to better understand the trends that help you make more strategic decisions. Using AI tools to compare yourself to the competition, the similarities, and areas you can improve on and take advantage of for more market share can be crucial in creating your next advertising campaign.
- Content creation: Most businesses do not have the luxury of an in-house marketing department or the experience or know-how to drive the many content tools available. While researching and partnering with a one-stop shop to help with marketing tasks is the most cost-effective option, AI can also assist small businesses here. Social media has made it easier for businesses to get the word out, showcase reviews, and write product descriptions, to name a few. If there is a social need, a platform is most likely available: videos, photos, blogs, shares, job postings, etc. Creating, scheduling, researching, and more are tasks in which AI can most certainly lend a helping hand.
- Chat with ChatGPT: Thanks to AI tools like ChatGPT and Gemini, as well as writing specific tools such as Grammarly or Hootsuite, and the many robust everything-in-one platforms like Salesforce, owners can collaborate and brainstorm on items such as a marketing plan that stays within budget, assist in writing fresh copy for blogs, emails, etc. It’s like having a full-time helper to get the ball rolling so you can edit and fine-tune the final products. Solve problems, scope projects, and discover solutions that help your business stay on top of its game in an everchanging, noisy market.
- Customer service needs: One of the biggest contributors to leads, meetings, and an overall better customer experience is having someone (or something) available to answer questions as they arise. AI website and landing page chatbots that openly act as customer service agents there 24/7 can answer most questions, schedule a meeting, and, more importantly, complete an order. That number you put on postcards or coupons is now ringing off the hook. Chatbots can connect calls to the desired department to limit frustration and lag time so your customer is satisfied.
- Meet our AI Advertising Liaisons Valerie (at Valpak) and Clarrissa (at Clipp), who are ready to answer customer questions and schedule meetings with media sales consultants 24/7. So far, these two AI assistants have signed up site visitors for over 300 demos / booked further conversations. They connect immediately and get the discussion around ad solutions going so that busy small business owners who visit our websites can get questions answered and make things happen with little to no wait at all.
- Taking on tasks: As the flood of communication comes in, AI tools can help mitigate and set calendar dates and reminders, ensure inventory levels are up to date, take voice notes and requests, summarize meetings and documents, and conduct loads of research into pertinent areas that are the driving factor of your day-to-day success. The bottom line is that nowadays, if there is a need, there is an AI tool that can pretty much absorb a portion of the burden, leaving multitasking owners more space to get things done sooner rather than later.
AI is not perfect—yet
Mountain climbers not only put a lot of trust into themselves but also in their equipment. If ropes and tools that help a climber continue a safe and positive ascent are not regularly reviewed and monitored, it can lead to disaster, i.e., risks arise. When you lean on something like AI to assume an essential role in the day-to-day functions of your business, then it’s impossible to not take on some risk. The U.S. Small Business Administration, a proponent of AI, does remind SMBs to be proactive about proper AI safeguards. There is purchasable and free AI software available today. It’s recommended that whenever you introduce a new technology, a qualified professional helps you integrate it into your system and reviews all AI products (lawyers can ensure your tools align with local laws and best practices). Other things to consider:
- Don’t steal: AI brilliantly scrapes the web at incredible speeds, gathering as much knowledge and content related to your request to bring back as many viable options to help. But AI doesn’t seem to care about intellectual property (licensed content written or created by others). This is why it’s good to use AI as a starting point, to build off of and enhance, but also to double-check you’re not infringing on patents, copyrights or trademarks.
- Content checks: Values are essential to any business. Be sure to police and review content to ensure it aligns with your core beliefs and principles before using or building on it. Right now, it is the AI Wild West, and no laws require companies to disclose their use of AI, even though many businesses have adopted it. Creating a page on your website alerting users that you use AI is a good idea.
- Hey, security!: Few things don’t have some kind of security risks. Use best practices when inputting sensitive information. Moreover, be sure that when your AI system produces content, it doesn’t pull from a pool of proprietary info (like Coca-Cola’s top-secret formula or KFC’s secret recipe) that could be detrimental to your business if shared.
- Avoid spam: Make sure a dedicated person oversees all the AI-produced content before it goes out to the public. If you’re pumping out AI-generated messaging without editing or curating it, it’s received as spam by most media channels (email, text, social, etc). Cadence and relevant content targeted to the right groups simultaneously avoids the likelihood of annoying existing and potential customers. Appoint a gatekeeper to review and monitor all AI outreach.
Know what’s out there
With the myriad AI tools available across all business categories, from CRM to shipping to inventory to hiring, it’s best to educate yourself and your staff as much as time allows. Informative blogs, free online courses, videos and AI company demos are great ways to improve your understanding of the growing technology. DIY or partner with someone who can help find the right operational AI that best integrates with your setup. For some businesses, systemwide AI integration may not make sense just yet, but that doesn’t mean there aren’t piecemeal AI tools / platforms available to take on some of the responsibilities / heavy lifting. It’s always best to check the depth before diving in, so do a little research, connect with a professional, and work with the AI tools that best serve your business needs. AI is not going anywhere; every day, it’s becoming increasingly a part of our lives. But it’s a great assistance when used correctly and can help small businesses on a budget keep up with the status quo and stay competitive in a busy market.