Beyond the buzzwords: using AI to actually support small business growth

by Oluchi Johnson-Achibiri

We’re living in a world where “AI-powered” has become the new “low-fat” label of the tech world. It’s everywhere, from toasters to toothbrushes, and of course, business tools. And while Artificial Intelligence (AI) can be a game-changer, let’s face it: just slapping “AI” on your product doesn’t make it brilliant. Great AI does not automatically equal a great product.

It’s like putting whipped cream on jollof rice; just because it’s trending doesn’t mean it makes sense.

For small business owners and product developers, the goal shouldn’t be to follow the AI hype train blindly, but to understand how AI can truly serve your business. Let’s take a closer look at how AI can actually support business growth and how to avoid turning it into an expensive, flashy distraction.

AI Is Not a Flex, It’s a Tool

One of the most common questions floating around boardrooms and business webinars today is: “So, how are you using AI?”

Suddenly, there’s pressure to have an answer, even if it’s just integrating a chatbot that greets visitors with “Hi, human!” and then breaks down when asked for directions. The truth is, not all businesses need AI, and definitely not all parts of a business need AI.

Artificial Intelligence is not a status symbol – it’s a tool. And like any tool, it’s only as valuable as what you use it to build. If the AI integration doesn’t significantly improve productivity or boost sales, you might just be wasting valuable resources that could be better spent elsewhere.

Real Talk: AI Isn’t Cheap

Let’s not forget: AI is not a “plug-and-play” magic wand. Quality AI systems often require a mix of computing power, clean data, integration time, and maintenance. All of these come with costs. So, before you invest, ask yourself the honest question:

Is this AI feature solving a critical problem or just making my product shinier?

If it’s the latter, you might be better off improving customer service, refining your marketing strategy, or dare I saytraining your team.

So, How Should Small Businesses Use AI?

Here are a few practical, budget-friendly and productivity-boosting ways to integrate AI without burning cash or credibility:

1. Leverage Low-Hanging Fruits

Start small. Use AI for tasks that are repetitive, time-consuming, and add little strategic value. For example:

• Email filtering and responses

• Social media scheduling and basic content creation

• Inventory forecasting

• Customer support chatbots for FAQs

These are low-risk areas where AI can save you time without the need for a PhD in data science or a million-dollar budget.

2. Aim for Clear, Measurable Gains

AI should help you work smarter, not just look cooler. Choose tools that directly improve:

• Operational efficiency 

• Sales forecasting accuracy

• Customer retention 

• Marketing ROI 

If the impact isn’t measurable, it’s probably not worth the money.

3. Cost-Efficiency Over Hype

AI should fit your business like a glove, not like an oversized lab coat. Prioritise tools that align with your current business size and cash flow. Many platforms now offer AI-driven features on freemium models or as add-ons – start there.

4. Stay Human-Centred

AI should enhance human effort, not replace it entirely. Think of it as an assistant, not a boss. Keep your team in the loop. Train them on how to work with the tools you adopt and never lose the personal touch that often makes small businesses stand out.

In Conclusion: Use AI Wisely, Not Blindly

AI is powerful, yes, but it won’t save a weak business model, and it won’t magically grow revenue if it’s just there for show. But when used wisely, AI can give small businesses the competitive edge they need by automating routine tasks, uncovering insights faster, and allowing you to focus on what really matters: growing your business.

So, next time someone asks, “How is your organisation using AI?” you won’t panic. You’ll smile, pull up your well-used dashboard, and reply, “Smartly and only where it matters.”

Oluchi Johnson-Achibiri is a digital transformation expert and learning experience designer from FATE Foundation and can be reached at oluchi@fatefoundation.org

See also: AI-hyped market nears tipping point, market imbalance- deVere CEO warns