By Satish Thiagarajan, founder of Brysa, a Salesforce and data consultancy based in the UK. His company advises media, industrial, and services clients on using Data Cloud and Agentforce to turn signals into action. His work focuses on closing the loop between insight and execution in sales, marketing, and service.
Not so long ago, digital transformation was an optional extra for SMEs. Now, it’s an expected norm. Tech has become an integral part of the way that businesses not only operate, but how they interact with customers. And AI adoption is playing a huge part in that. Customers want companies to answer their needs, and in a competitive market, companies that fail to do that risk failing altogether. But that relies upon the productive use of data, which is one of the ways that AI is making a difference – and why it’s time for SMEs to take the AI plunge.
Why AI transformation can’t wait
Today’s growth challenges are different. SMEs still need systems that store data and execute predefined rules, but they also need tools that can interpret signals and proactively drive outcomes. They need connected systems that integrate, communicate, and share data, putting an end to silos. They need a CRM that can unite and translate all relevant data into actionable insights. And systems that streamline functions to reduce operational drag. AI can do all of that. But it has to be introduced properly.
How AI-centred transformation works
AI transformation isn’t a one-step process. It’s a progression. To work successfully, four key steps need to be followed.
Digitisation
For SMEs, this means replacing paper-based or ad hoc processes with digital systems. So, that might be adopting a cloud CRM or subscribing to digital marketing tools. The aim is to improve visibility and access to information.
Intelligent automation
The role of automation is to eliminate repetitive tasks in order to improve efficiency and consistency. But while traditional automation revolves around predefined rules and static workflows, intelligent automation is a lot more adaptable, capable of changing as your business complexity grows.
Intelligence
AI introduces intelligence to your workflows, learning from data, identifying patterns, predicting outcomes, and continuously optimising decisions. Its role is to help you anticipate change, with the ability to forecast demand, prioritise leads, recommend next-best actions, and flag risks before they escalate.
Connection
The most productive company is a connected company, and that’s where AI shines. AI can’t work where there are data silos, but once you’ve created a connected system, AI can connect data and workflows across different functions. Helping to create insights that support functions across the business.
Why it’s now the time for SMBs to tackle AI adoption
While AI has been taking enterprise-level businesses by storm, SMBs have lagged behind. The main reasons for this have been expense and complexity, but that’s no longer the case. It is now possible to adopt AI incrementally, while creating clear business impact. And this has come about for a number of reasons.
- Cloud platforms have democratised AI access, allowing almost anyone to take advantage of advanced capabilities without specialised infrastructure or in-house expertise.
- Pre-built AI models mean you don’t need to invest in custom enterprise solutions, making AI adoption quicker, easier, and cheaper, without negatively impacting outcomes.
- Low-code and no-code tools make it significantly easier for non-technical people to configure AI-driven workflows, shortening implementation and reducing the need for tech support.
- Subscription-based pricing makes AI affordable. You no longer need to make a significant upfront investment. With monthly subscriptions, it becomes easier to budget.
The cost of doing nothing
Delaying AI adoption may not seem risky, but we’ve reached the stage where SMEs risk being left behind. If you’re stuck, SMB relying on manual processes and legacy tools, you’re giving your competitors the edge and risking losing customers to them.
You may also see your costs rising, as operational inefficiencies become more noticeable, increasing running costs while limiting your scalability and performance.
How to make AI transformation work for you
AI-first transformation relies upon cohesion. So, before adoption, you need to get your data in order through a connected system. For most SMEs, this means adopting a comprehensive CRM, like Salesforce or Microsoft Dynamics 365. These platforms can help to embed AI across your business’ core functions. They can unify data and automation, ensuring AI operates on a real-time view of the customer and business operations. While add-on AI copilots can assist teams, helping them to work more efficiently, keeping the decision-making human, but a lot more informed.
It sounds like a daunting process, and many SMEs do feel the need to bring in external experts to support the process, but the outcomes are always worth the effort – when AI is introduced properly.
Until this point, AI has seemed like a novelty. It’s been about cutting costs and reducing customer contact through achingly irritating chatbots. Now, it has real operational benefit, and SMEs can – and should – take advantage of that. It’s an effective way of enhancing all areas of your business – without complexity, confusion, or enormous upfront expense. And the biggest risk now is to the businesses that ignore AI’s potential.
