U.S. Census — AI Use by Small Businesses (2024)

TL;DR

• AI use is emerging across marketing, analytics, and customer support for small firms.
• Adoption varies by sector and size; what works is measurable, repeatable workflows.
• Start small with baseline KPIs and basic data hygiene, then scale.

Highlights

• Census Research Matters discusses where small firms report using AI and which functions show early traction.
• Common use cases: content drafting, customer support assistants, simple analytics, and product/content recommendations.
• Reported benefits include shorter cycle times and steadier posting cadences that support reach and engagement.
• Varying adoption by sector and firm size suggests piloting and measurement are critical to scaling.

Case study anecdote

An independent retailer introduced AI to help draft product blurbs, summarize customer reviews, and answer routine questions. The owner reports saving several hours each week and keeping a more consistent content cadence. With less time in the inbox, the team focused on merchandising and post‑purchase education—activities that improved repeat visits and average order value.

Guidance for SMBs

• Choose one workflow with a clear weekly cadence (e.g., blog + social, inbox triage, or weekly reporting). Baseline cycle time and error rate.
• Track business KPIs tied to the workflow: response time, qualified meetings, AOV, or churn. Review them every week.
• Create a lightweight prompt/SOP sheet so multiple team members can produce consistent results.
• Plan a four‑week pilot. If KPIs improve, standardize the process and consider a second workflow.

Lessons & metrics

• Operational gains typically appear first: faster drafts, fewer hand‑offs, and more consistent publishing.
• Pipeline quality improves when response time falls and FAQs are handled consistently.
• Documented prompts and basic governance reduce rework and accelerate scaling across teams.

Learn more

Read the full article: U.S. Census — AI Use by Small Businesses

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