New analysis reveals why SMBs are embracing AI — but demanding faster, simpler, and more measurable outcomes.
AI is no longer just a futuristic promise — it’s a current business priority. A new report shows that while small and medium-sized businesses (SMBs) overwhelmingly believe in AI’s potential, they’re sharpening their expectations. They want solutions that deliver fast, tangible results, not multi-year transformations or complex deployments.
A full 82% of SMBs say AI is essential for staying competitive. However, many are finding the road to ROI steeper than expected, with 34% reporting no clear return on their AI investments to date. This disconnect is driving a decisive shift. Instead of exploring open-ended possibilities, SMBs are focusing on tools that are simple to adopt, easy to measure, and immediately useful. These have become the new prerequisites for AI adoption.
"The appetite for AI is undeniable, but so is the pressure to prove its value early," said Cheryl Baldwin, Director of Marketing & Communications for WSI. "Businesses no longer want to ‘explore’ AI — they want it to work, now. And the pressure is on vendors and providers to deliver clear, early wins."
Key Findings from the Report
The analysis reveals several important insights into how small businesses are evolving their approach to AI:
- ROI Remains Elusive: 34% of businesses report they don’t yet see a clear ROI from their AI investments, indicating a significant gap between aspiration and measurable value.
- The Strategic Importance of AI is Clear: 82% of businesses agree that AI is essential to remaining competitive and growing their business.
- Efficiency Over Innovation: 85% of businesses want AI to streamline financial operations, particularly for automating back-office workflows, highlighting a demand for operational wins over speculative innovation.
- Strong Appetite for Simplicity: 91% prefer all-in-one AI solutions that reduce setup, integration, and vendor complexity.
- Human-in-the-Loop is Non-Negotiable: Only 25% feel comfortable letting AI operate independently, underscoring a preference for human-in-the-loop approaches and controlled implementation.
- Quick Wins Drive Confidence: Trial projects and early-stage implementations were consistently cited as the most desirable entry points.
Confidence Comes from Quick Success
The findings support a growing belief that success with AI doesn’t require massive overhauls — just smart, focused execution.
"AI can absolutely deliver meaningful ROI for businesses," continues Cheryl Baldwin. "But success hinges on how it’s introduced. That's why it's crucial to design AI programs around low-risk pilot projects, measurable outcomes, and human-centered design. When wins are visible early, confidence builds quickly."
As economic pressures and digital demands continue to rise, SMBs are refining what they expect from new technologies. The message is clear: AI isn’t optional — but complexity is. The winning approach will be the one that strikes a balance between innovation and immediate, measurable value.
You can dive deeper into these learnings in our blog post, The AI Paradox: Why SMBs Are Both Ready and Reluctant to Embrace AI. You can also learn more in our press release.
About WSI
WSI is a global network of digital marketing and AI experts dedicated to helping businesses grow. With three decades of experience and a presence worldwide, WSI leverages cutting-edge technology and AI-driven strategies to drive measurable success. We aim to empower businesses with innovative digital solutions while maintaining a human-centered approach. Our motto, “Embrace Digital. Stay Human,” reflects our mission to unlock a world of possibility for those we serve.
