AI Not Just for Large Companies, As Small & Midsize Businesses Reap Benefits Too

Monumental investments in artificial intelligence (AI) by large companies have generated most of the buzz, but reports by Capterra also indicate significant gains and opportunities for small and midsize businesses (SMBs) adopting AI.

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“This means taking a measured approach to AI implementation, being upfront about AI use, and allowing options for candidates to speak to a human at any point in the recruiting process.”

Capterra’s research aligns with findings from the U.S. Chamber of Commerce’s newly released report, which reveals 86% of small businesses say AI has helped their operations become more efficient. Notably, 91% of small businesses currently using AI “are optimistic that AI will help grow their brands in the future.”

To assist SMBs in determining the most promising use cases, Capterra’s research finds that AI is already proving impactful in several critical business functions. Benefits include efficiencies in project management, improved customer service operations, more creative social media marketing, and streamlined recruiting.

AI-enabled project management software increases productivity and efficiency

Project managers play a key role in ensuring an SMB’s most important initiatives are completed successfully and on time, which ultimately drives business growth. While juggling a multitude of responsibilities, project managers now delegate a portion of their tasks to AI. Capterra’s Most Impactful PM Tools Survey finds that, among project managers globally currently using AI, 63% report increased productivity and efficiency as the top benefit of AI integration, and an impressive 90% report a positive return-on-investment (ROI) in the past 12 months.

Among users, the top reported uses of AI in project management include risk management, task automation, predictive analysis/forecasting, scheduling optimization, and resource planning and allocation.

AI-driven PM tools can predict potential project risks and suggest mitigation strategies, such as identifying variables that have previously delivered late or over budget, enabling project managers to adjust their plans proactively. AI software also can handle repetitive tasks like status updates, allowing project managers to focus on strategic decision-making.

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AI in customer service operations contribute to faster response times and improves customer satisfaction

Customer service operations are the drumbeat of organizations of any size, but because of its always-on nature, it can be difficult to manage while maintaining a quality customer experience. Capterra’s 2024 Customer Service Technology Survey finds that more than half of U.S. businesses (53%) now use AI-enhanced customer-service software, such as chatbots and virtual assistants.

According to the survey, 61% of users report that AI-enabled software has positively impacted customers overall, and that the top benefits include faster response times, cost savings, and improved customer satisfaction. Additionally, AI tech has helped increase productivity, call volume, and staffing levels. Given these benefits, customer service professionals predict that AI will manage about half (52%) of call center interactions within the next five years.

“By integrating AI for routine tasks and reserving human agents for complex interactions, businesses can optimize resources, enhance customer satisfaction, build trust, and maintain operational efficiency,” says Laura Burgess, analyst at Capterra.

Generative AI offers social media marketers boost in creativity and engagement

According to Capterra’s survey of over 1,600 social media marketers worldwide, it is anticipated that businesses will utilize generative AI (GenAI) for an average of 48% of their social media content by 2026. This is a considerable rise from the current average of 39%.

Capterra’s GenAI for Social Content Survey finds that 73% of businesses say their engagement and impressions on social media have increased with the use of GenAI, with 22% noting a significant increase.

The top cited benefits of using GenAI for social media marketing include greater efficiency, easier idea generation, increased content production, enhanced creativity, and reduced costs. Despite its potential, social media marketers also express the need for significant oversight to combat blandness and misinformation fueled by AI-generated content.

Balanced use of AI in recruiting can elicit a positive response from job seekers

Current market conditions and AI usage among job seekers means organizations are experiencing a higher volume of applications per role. AI has proven useful for writing and posting job descriptions, summarizing resumes, implementing chatbots, fielding applicant questions, interview scheduling, performing initial screening interviews, and ranking potential job candidates.

As employers are increasingly utilizing AI software to help screen, evaluate, and hire talent, a recent global Capterra survey of more than 3,000 job seekers reveals that 65% actually feel positive about employers using AI for recruiting purposes. However, the data also suggests that businesses must have a balanced and transparent approach or risk repelling top talent.

“To avoid alienating top talent and risking harm to their employer brand, recruiters need to ensure they are not compromising the candidate experience for the sake of efficiency,” advises Brian Westfall, principal HR analyst at Capterra. “This means taking a measured approach to AI implementation, being upfront about AI use, and allowing options for candidates to speak to a human at any point in the recruiting process.”

SMBs need to have a thoughtful strategy for implementing AI

Whether AI is used to enhance the experiences of customers, their current workforce or prospective employees, SMBs are taking note of its potential. According to Capterra’s 2025 Tech Trends Survey, 31% of small businesses are prioritizing investments in AI next year. However, it’s equally important that SMBs have a thoughtful strategy for implementation that considers AI’s current limitations and biases. And as businesses enter 2025, there will be growing AI regulations and use cases that will require strategy adaptation.

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