How Small Businesses Use AI

Written by Sydney Smith
How Small Businesses Use AI to Boost Efficiency Without Big Budgets

Small businesses can make a big impact by leveraging AI automation in the promotional products industry. 

Artificial Intelligence (AI) has become a buzzword across industries, often portrayed as a transformative force reshaping the business landscape. Yet for small businesses, the reality is more nuanced. Rather than revolutionizing operations overnight, AI is quietly integrating into everyday workflows, enhancing efficiency, streamlining tasks, and supporting decision-making in subtle but impactful ways. 
 
This article explores how small businesses are genuinely leveraging AI, not through grand innovation, but through pragmatic adoption. 

AI is Already Embedded in Everyday Tools  

Contrary to popular belief, AI automation for entrepreneurs and small businesses doesn’t have to include developing complex proprietary AI systems. Instead, small businesses are benefiting from AI features embedded within the platforms they already use, such as accounting software, customer relationship management (CRM) tools, and scheduling applications. 
 
For example, Rand Larsen, founder of Scalepath, notes that small business owners in his network are using automation platforms like Zapier to connect Google reviews with ChatGPT to enable auto-generated responses. This simple integration saves approximately 20 minutes per day. Though a small incremental gain, those 20 minutes per day add up over time. 
 
Similarly, AI-driven expense management tools now automatically scan and categorize receipts. While these systems reduce manual input, they still rely on human oversight to ensure accuracy, reinforcing the idea that AI is a support tool, not a replacement.  

AI as an Enhanced Research Assistant  

Many small business owners are using AI as a sophisticated search engine that accelerates research, content creation, and lead generation. Tools like Clay and ChatGPT are being employed to draft proposals, summarize information, and explore new markets. 
 
Alex Jones, owner of iRepairBermuda, developed a custom productivity app using AI. While he could have purchased a similar solution, building it allowed for greater customization. He describes AI as “a glorified Google search.” AI productivity apps haven’t fundamentally altered his business model, but they are a powerful tool that enhances productivity. 

Transforming Training Through AI-Powered Video  

Training and onboarding are areas where AI is making a more visible impact. Fady Ebeid, founder of Pinnacle Building Services, uses Invideo to convert written manuals into engaging video content. This approach resonates particularly well with younger employees and significantly reduces the time required to produce training materials. 
 
Ebeid is also experimenting with AI tools for sales research and proposal generation. While these tools accelerate certain processes, he emphasizes that the core of his business remains rooted in human expertise and relationship-building.  

AI’s Subtle Influence on Customer Engagement  

One emerging concern is how AI may be reshaping customer behavior. As consumers increasingly rely on AI-generated summaries and recommendations, small businesses may see reduced traffic to their websites. This shift underscores the importance of maintaining a strong digital presence and adapting marketing strategies to remain visible in AI-driven ecosystems.  

Strategic Takeaways for Small Business Owners 

For small businesses considering AI adoption, the key is to start with practical, low-risk applications. Here are three actionable strategies:  

Leverage AI features in existing platforms: Explore whether your current tools offer AI-powered enhancements, such as automated scheduling or smart categorization.  

Use AI to accelerate content creation: Draft emails, proposals, and training materials more efficiently with generative AI tools.  

Automate routine workflows: Platforms like Zapier can connect disparate systems, reducing manual effort and improving consistency. 

AI in the Promotional Products Industry 

In the promotional products industry, AI is transforming how businesses personalize merchandise, plan campaigns, and engage customers. AI content creation tools help generate compelling product descriptions, while AI automation for entrepreneurs streamlines order processing and inventory management. Small business owners use AI marketing tools to analyze customer preferences and deliver targeted promotions, enhancing ROI and customer satisfaction. 

Artificial Intelligence (AI) is no longer a futuristic concept and has become a daily tool in reshaping the promotional products industry. From marketing automation to personalized gifting, AI helps distributors and suppliers streamline operations, boost creativity, and enhance customer engagement. 

ChatGPT: The Creative Assistant 

Stacie Harshbarger Gass of Printable Promotions uses ChatGPT daily for tasks like writing email subject lines, generating hashtags, and even fixing website code. She also leverages it for creative marketing, once asking ChatGPT to write a rap from the perspective of a screen-printed T-shirt. The rap was turned into a puppet video and used in campaigns that sparked client conversations and boosted engagement. 

“Our clients consistently say they like getting our marketing because it makes them laugh,” Gass says. “Even if they don’t buy anything from that email, they’re paying attention to us. Everybody is so fatigued because we’re bombarded with marketing in our lives, so anytime someone says, ‘I like getting your email campaigns,’ that’s amazing. I love being able to do things like that with a subliminal business message that isn’t necessarily a hard sell and entertains people for a minute out of their day.” 

Gass emphasizes that, “Drawing people in with keywords is one thing, but you have to get them to stay. You’re going to have to do something creative and different if you want people to do business with you.” 

AI-Powered Gifting Platforms 

Mark Mancini, CEO of Chicago-based distributor Givenly.com, stayed ahead of the game. Two weeks before OpenAI launched ChatGPT, Givenly.com launched an AI-driven gift catalog generator that curates selections based on budget and occasion. Customers can personalize their gifts with video greetings and branded landing pages. Mancini envisions AI transforming promo through scalable platforms like “Brand Bot,” which guides consumers through product selection using human-like conversation. 

“AI is going to change the game completely for promo, gifting, and every application under the sun,” Mancini says. 

Data-Driven Product Recommendations 

Eric Hamlin of Snappy highlights a shift from instinct-based selling to data-driven recommendations. Traditionally, distributors rely on personal experience to suggest products. AI, however, can analyze vast datasets to deliver more accurate, personalized suggestions. 

Hamlin says, “The future of selling promotional products will focus less on an individual seller’s gated knowledge and more on how to coax the right items out of an AI prompt.” 

Snappy’s GPT-4-powered plugin allows users to input recipient interests and budgets, generating curated gift collections. Hamlin emphasizes that distributors with strong data infrastructure, such as metadata on products, customer behavior, pricing, and inventory, will have a competitive edge. 

Enhancing Design and Communication 

AI is also revolutionizing graphic design. Tasks like recoloring, creating mockups, and generating vector art are becoming faster and more accurate. While designers won’t be replaced, their toolkits are evolving. 

AI is helping to level the playing field in the promo products industry by allowing small businesses to increase their productivity without the resources and manpower of larger competitors. Adrienne Barker, a longtime industry veteran turned consultant, uses ChatGPT to craft LinkedIn posts and newsletter content for clients. She believes AI can elevate communication, helping businesses maintain professionalism and empathy in client interactions. 

Smaller firms are finding AI to be a powerful equalizer. Bankers Advertising, a small distributor in Iowa City, uses ChatGPT to produce social media content, blog posts, flyers, and marketing materials. According to VP Molly Beavers, AI helps the team save time and expand their output without increasing headcount. 

“We’re a small, but mighty department,” Beavers says. “ChatGPT is an extension of our team, allowing us to meet growing demands and create more sales collateral.” 

Overcoming Skepticism and Embracing Change 

Despite its benefits, AI faces criticism. Some fear job displacement or diminished human intellect. But industry leaders argue that AI is a tool, not a threat. Mancini encourages businesses to treat AI as a partner, advisor, and coach. 

“Any idea, question or business problem you might have, consider AI as your go-to expert to work through it,” he says. 

Hamlin adds that staying informed and experimenting with AI is essential. “Your competitor will,” he warns. “If AI improves our ability to deliver relevant, tangible products, why wouldn’t you give it a shot?” 

Conclusion: Augmentation Over Automation 

AI is already reshaping the promotional products industry. Whether it’s automating marketing, enhancing product recommendations, or streamlining design, AI is helping promo professionals work smarter and more creatively. Those who embrace it will thrive. Those who resist may fall behind. 

As Gass puts it, “People who can use AI tools effectively will save so much time and become so much more efficient. If you don’t know how to implement and integrate them into your workflow, you’re going to seem so slow in comparison. You’re going to be a dinosaur.” 

AI is not a threat for small businesses, but it is a valuable ally. Its true power lies in augmentation to help business owners work smarter, not harder. By integrating AI thoughtfully and strategically, small businesses can unlock efficiencies without compromising the human touch that defines their brand. 

FAQs 

What is the best AI tool for small businesses? 
Many small businesses benefit from tools like ChatGPT for content creation, Zapier for automation, and Canva’s AI features for design. 

Can AI help with promotional product campaigns? 
Yes, AI can assist with campaign planning, customer segmentation, and personalized product recommendations. 

Helpful Resources 

Take the Next Step 

  • Explore our free AI toolkit for promo businesses. 
  • Contact us to see how AI can enhance your next promotional campaign. 

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