8 in 10 Small Businesses Already Use or Plan to Use AI in Marketing

Artificial intelligence is no longer just a topic for big companies. A survey released this week shows that eight in ten small businesses already use or intend to use AI in marketing and communication. The available information is limited to this headline number, but it already says a lot about where the market stands.

What happened

The data indicates that the vast majority of small businesses are in one of two situations: they already apply AI tools to marketing and communication tasks, or they have concrete plans to start. The material we received did not include details on which tools are most used or for which activities.

What this means for your business

In our view, the message is simple: using AI is no longer a competitive edge, it's the baseline. If your competitor is already creating captions, video scripts and customer service replies with help from ChatGPT, Gemini or Claude, they're producing more in less time. The edge now lies in how you use it.

We see many businesses falling into two traps. The first is publishing generic AI-generated copy that sounds just like everyone else's. A custom furniture store that posts "transform your home with elegance" doesn't stand out. The second is using AI without measuring results: generating dozens of posts without knowing which ones brought in quote requests.

The smartest approach combines AI with the owner's know-how. For example: record an audio message explaining your customers' most common questions and ask the AI to turn it into a series of posts or ready-made replies for WhatsApp. That way, the content reflects your business, and the time you save goes into selling.

What to do now

• List three repetitive marketing tasks that take up your team's time and test an AI tool on each one.
• Create a guide with your tone of voice, the terms your brand uses and real examples, and always use it in your AI prompts.
• Review everything before publishing: data, prices and promises must be checked by a person.
• Set metrics, such as leads generated and sales, with support from a marketing consultancy to find out whether AI is paying off.

Original news: Agência Sebrae de Notícias.