AI has officially moved into the mainstream. A few years ago, artificial intelligence felt like something built for large companies with big budgets and dedicated technology teams.
Small Businesses Want More Than AI Tools. They Want AI Skills.
While adoption continues to rise, many business owners feel they’re still learning how to get the most from the technology, according to Thryv’s new AI & Small Business Adoption 2026 survey. In fact, nearly 70% of respondents say they lack the skills needed to use AI effectively.
That finding highlights an important shift happening across the small business community.
The challenge is no longer access.
Business owners have access to AI tools. They’re experimenting with them. They’re seeing results.
What they’re looking for now is guidance.
They want to know:
- Which tools are worth using
- How to write better prompts
- Where AI fits into their daily workflow
- How to save more time without creating more complexity
- How to use AI strategically instead of occasionally
It’s one reason so many owners are turning to webinars, online resources, social media, and even AI itself to continue learning.
The businesses that invest in developing AI skills may have the greatest opportunity to gain a competitive advantage over the next few years.
AI Is Helping Small Businesses Do More With Less
Small business owners have always been experts at wearing multiple hats.
Marketing manager.
Salesperson.
Customer service representative.
Bookkeeper.
Operations manager.
Now AI is helping lighten some of that workload.
One of the report’s most interesting findings shows that if AI software and a new employee could perform the same task equally well, nearly half of business owners would choose AI.
That doesn’t mean owners are replacing employees with technology. Instead, they’re using AI to extend the capacity of their existing teams. When labor costs continue to rise and hiring remains challenging in many industries, AI offers a practical way to increase productivity without increasing headcount.
For many businesses, it serves as an extra set of hands that never clocks out.
The ROI Story Is Becoming Hard to Ignore
For years, discussions about AI focused on possibilities.
Today, business owners are increasingly focused on results. And according to this year’s report, many are finding them.
Among businesses currently using AI:
- 70% say it has increased revenue
- 55% say it has reduced costs
- 83% say it saves time
- 81% say it helps them make more strategic decisions
For small business owners, time is often the most valuable resource of all. The majority of AI users report saving between 11 and 40 hours each month. That’s time that can be spent following up with leads, serving customers, improving operations, or focusing on growth initiatives that often get pushed aside during busy weeks.
The takeaway isn’t that AI replaces work. It’s that AI helps create more time for the work that matters most.
Customers Are Changing Their Expectations
Today’s consumers expect businesses to respond faster, communicate more personally, and deliver a smoother overall experience.
Meeting those expectations can be difficult for small businesses with limited staff and resources. That’s where AI is increasingly making a difference.
According to the report:
- 72% believe AI is necessary for acquiring new customers
- 68% say it helps them meet rising customer expectations
- More than half worry they could lose customers if they fail to adopt AI
Many small business owners are discovering that AI isn’t just improving efficiency behind the scenes. It’s helping create better customer experiences at every stage of the customer journey.
Small Businesses Continue to See Opportunity in AI
Despite concerns often highlighted in media headlines, most small business owners remain optimistic. An overwhelming 86% say they view AI as an opportunity rather than a threat.
That optimism likely comes from experience.
Business owners are seeing firsthand how AI can help solve everyday challenges, from managing workloads and improving marketing performance to responding to customers faster and making smarter decisions.
Rather than viewing AI as a replacement for people, many see it as a tool that helps people work more effectively.
What These Findings Mean for Small Businesses
If there is one lesson from this year’s report, it’s that AI adoption is no longer the differentiator.
Implementation is.
The businesses seeing the greatest results aren’t necessarily using the most advanced tools. They’re finding practical ways to apply AI to real business challenges.
They’re saving time.
They’re improving customer experiences.
They’re operating more efficiently.
And they’re creating capacity to focus on growth.
As AI continues to evolve, the businesses that combine technology with the right processes and strategy will be best positioned to stay competitive.
Download the 2026 AI & Small Business Adoption Report to explore the complete findings, including adoption trends, investment patterns, revenue impact, hiring insights, and the opportunities small businesses see for the future of AI.
Patricia Rollins is Vice President of Marketing at Thryv, a global AI-powered marketing platform for small and medium-sized businesses. Inspired by her roots as the daughter of small business owners, Patricia’s career has focused on equipping entrepreneurs with the technology and marketing tools they need to thrive.
A career-marketer and growth architect, she led the worldwide performance marketing team that launched IBM Watson and spearheaded digital marketing campaigns and events at Oracle CX Cloud. Patricia also accelerated the adoption of emerging technologies at SmartSheet, Typeform, and Wellsaid, an AI text-to-speech provider.
Known for blending creativity with data-driven strategy, she builds momentum for technologies that expand what’s possible. Patricia holds a B.A. in Marketing from Pace University and a master’s in public relations from Iona University.
Photo courtesy Getty Images for Unsplash+
