GTIA: SMBs Are Taking a Slow-and-Steady Approach to AI Adoption, Podcast

“The biggest misconception is that SMBs are not using AI or benefiting from it.” In this Technology Reseller News podcast, Sharon Florentine, Manager Research Analyst at GTIA, discusses new research showing that small and midsized businesses are already seeing meaningful benefits from AI—and creating a growing advisory opportunity for MSPs and IT service providers. GTIA, the Global Technology Industry Association, is a nonprofit membership organization serving IT service providers around the world. Its new research, End-User AI Adoption: How ITSP Customers Are Really Using AI, is based on responses from 520 SMB and microbusiness decision-makers. Florentine says the research challenges the idea that AI adoption is primarily an enterprise phenomenon. “The majority of SMBs are using AI, and they are seeing a lot of positive benefits from it,” she says. According to the study, 84 percent of respondents reported positive outcomes from AI. Businesses are using AI to improve productivity, move faster and support areas including marketing, sales, IT and security. Many are starting with tools already embedded in platforms such as Microsoft and Google, along with standalone services such as ChatGPT. Governance becomes the next priority As AI use expands, however, governance and cybersecurity are becoming increasingly important. Florentine says security risks were among the biggest concerns identified by respondents. Attackers are using AI to improve phishing and other threats, while defenders are using it for threat intelligence, vulnerability management and other security functions. “You cannot have AI without governance and cybersecurity,” Florentine says. That creates a significant opportunity for MSPs and ITSPs. Respondents specifically identified AI advisory services as something they would like from their technology providers. Those services could include identifying AI opportunities, evaluating risk, creating acceptable-use policies and helping customers expand successful AI projects. Florentine says the organizations seeing the greatest value tend to take a deliberate approach. They assign responsibility for AI to an executive, team or council, establish guidelines, monitor results and proactively address risks. For MSPs, one of the best places to begin may be their own AI journey. “Take your own experience and use that as an example for guidance,” Florentine says. “Show customers how you have solved problems using AI and help them do the same.” The broader message is that SMBs do not necessarily need to be convinced to use AI. Many are already there. What they increasingly need is trusted guidance on how to use it safely, strategically and at scale. GTIA members can access the full End-User AI Adoption research at GTIA.org.