This article was based on the interview with Aparna Khurjekar, Chief Revenue Officer, Business Markets and SaaS at Verizon Business by Greg Kihlström, AI and Marketing Technology keynote speaker for the B2B Agility with Greg Kihlström podcast. Listen to the original episode here:
Artificial intelligence (AI) is no longer a futuristic concept reserved for tech giants. It’s rapidly becoming a cornerstone for businesses of all sizes, and surprisingly, small and mid-sized businesses (SMBs) are leading the charge. While enterprise organizations grapple with the complexities of AI integration, SMBs are demonstrating remarkable agility, leveraging AI across various functions to drive efficiency, enhance customer experiences, and bolster cybersecurity. This unexpected trend offers valuable lessons for enterprise marketing leaders seeking to harness the transformative power of AI.
Aparna Khurjekar, Chief Revenue Officer at Verizon Business, provides a unique perspective on this phenomenon. Her insights, gleaned from Verizon’s six annual State of Small Business Survey, reveal a dynamic shift in the business landscape. SMBs, often perceived as resource-constrained, are embracing AI not just for marketing, but for a range of critical operations. This begs the question: what can enterprise leaders learn from the nimbleness and innovative approaches of their smaller counterparts? The answer, as we’ll explore, lies in a combination of accessibility, practicality, and a willingness to experiment.
Accessibility is Driving Adoption
One of the most significant drivers of AI adoption among SMBs is the increasing accessibility of user-friendly and affordable solutions. As Aparna notes, “The lower barrier to entry, more user-friendly and affordable solutions…[is] reducing the traditional complexity and the cost barriers that have traditionally, more importantly, deterred small businesses from entering into new technology solutions and frontiers.” This accessibility has democratized AI, empowering SMBs to leverage its capabilities without the need for extensive technical expertise or massive budgets. This stands in stark contrast to the often bespoke, and therefore costly, solutions required by larger enterprises.
AI is a Practical Tool, Not an Experiment
SMBs are approaching AI with a pragmatic focus on immediate return on investment (ROI). They view AI not as an experimental technology, but as a practical tool to solve real-world business challenges. Aparna highlights this shift, stating, “The bottom line is treating AI as a practical operational tool rather than an experimental technology… focusing on the immediate ROI across these different solutions is great.” This practical approach allows SMBs to quickly identify and implement AI solutions that deliver tangible results, whether it’s automating customer service, optimizing marketing campaigns, or strengthening cybersecurity defenses.
Augmentation, Not Replacement, is the Key to Employee Management
Contrary to fears of job displacement, SMBs are using AI to augment their workforce, not replace it. Aparna explains, “It’s really a dual strategy… the market’s already starting to mature from ‘AI’s here to replace’ to ‘AI’s here to augment.'” By offloading routine tasks to AI, SMBs free up their employees to focus on higher-value activities that require creativity and strategic thinking. This not only boosts productivity but also enhances employee satisfaction and retention. This strategic use of AI allows SMBs to maximize their existing human capital while simultaneously embracing technological advancements.
Cybersecurity Gets a Boost
SMBs are increasingly recognizing the importance of cybersecurity and turning to AI for enhanced protection. Aparna emphasizes the significance of this trend, stating, “This is an area I’m really excited about because the amount of education we are attempting to do in the SMB space… the threats are only increasing, the bad actors are only getting better and better. And this is where AI is helping tremendously.” AI-powered cybersecurity solutions offer real-time threat detection, anomaly identification, and proactive defense capabilities, empowering SMBs to safeguard their data and operations without the need for dedicated security teams. This democratization of advanced security is a game-changer for smaller businesses, allowing them to compete on a more level playing field with larger enterprises.
The rapid adoption of AI by SMBs is a testament to their agility, adaptability, and focus on practical solutions. Their willingness to experiment and iterate quickly allows them to unlock the potential of AI in ways that larger organizations often struggle to replicate. Enterprise marketing leaders can learn valuable lessons from this trend. By embracing a more agile mindset, focusing on practical applications, and viewing AI as a tool for augmentation rather than replacement, enterprise organizations can begin to harness the true power of AI and drive meaningful business outcomes.
The future of marketing, and indeed business as a whole, is inextricably linked to AI. SMBs are demonstrating that size is not a barrier to innovation. Their success with AI serves as a compelling example for enterprise leaders, urging them to shed their inhibitions, embrace experimentation, and unlock the transformative potential of this powerful technology. The question is not whether to adopt AI, but how quickly and effectively your organization can integrate it to gain a competitive edge in the ever-evolving digital landscape.
