Abstract

AI is transforming business in an unprecedented way, but SMEs are still struggling to benefit from its huge potential through effective adoption and integration of AI tools. This is particularly true in terms of using AI in marketing by SMEs. This research-in-progress paper describes a study that aims to investigate the AI marketing adoption in UK SMEs by employing in-depth, semi-structured interviews with both SME owners/managers and AI providers. The investigation examines the challenges that SMEs have in adopting AI and explores the role of AI providers in this context. Interviews uncovered a widespread sense of ambiguity regarding AI marketing in the SMEs and offered unique insights into the adoption behavior of small and medium-sized enterprises (SMEs) towards AI marketing. Participants voiced strong apprehensions over the limited knowledge and understanding, resource limitations, and hesitation and skepticism regarding the suitability of the AI marketing tools for the type and size of their business, despite recognizing its potential advantages. The findings reveal a lack of trust and notable disparity in communication between AI providers and SMEs and calls for enhancing the knowledge and understanding of SME owners/managers by gaining a deeper grasp of the role of AI providers.

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