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Ralph Haupter<\/em><\/a> is Executive Vice President and Chief Revenue Officer for Small, Medium Enterprises and Channel (SME&C) at Microsoft.<\/em><\/p>\n \u200bMost companies are already experimenting with AI. That part is done. What separates small and medium enterprises (SMEs) now is execution. \u200b<\/p>\n I see many SMEs outperforming expectations with AI. This isn’t because they have bigger budgets or deeper benches, but because they make clear choices and act on them. \u200b<\/p>\n The data backs this up. Across markets, AI adoption in this segment is rising fast. OECD\u2019s SME Digitalisation for Competitiveness reported that 39% of global SMEs<\/a> now use AI applications, while generative AI adoption has risen to 26%. In the UK specifically, the British Chambers of Commerce stated<\/a> 54% of SMEs are actively using AI in 2026, up from 25% in 2024 and 23% in 2023. \u200b<\/p>\n Access to AI isn\u2019t the problem; neither is willingness to experiment. The issue is focus. \u200b<\/p>\n Right now, many organizations are rushing into AI because of FOMO, as my son calls it. Teams are piling into tools and pilots without a clear long\u2011term goal. It feels like an AI gold rush. And history tells us how those end. Most of the value doesn\u2019t go to the people digging for gold. It goes to those who build the infrastructure, the systems and the operating model that lasts. \u200b<\/p>\n Many organizations start with the technology and hope value will show up later. While large enterprises can absorb years of experimentation before seeing returns, most SMEs can\u2019t. They don\u2019t have the time, capital or spare capacity. \u200b<\/p>\n That\u2019s why SMEs need to be clear about where AI belongs in the business and where it doesn\u2019t. By assessing effort\u2011versus\u2011impact, SMEs can make confident decisions fast. This lens helps teams slow down just enough to protect capacity and invest in AI where value can compound over time, not just generate hype. \u200b<\/p>\n Every leadership team is flooded with AI ideas that sound important but demand significant effort without a clear outcome. \u200b<\/p>\n For SMEs, this is expensive and distracting. These initiatives take up leaders\u2019 mindshare and crowd out what moves the business forward. Strong leaders act quickly. Ideas are reviewed. Decisions are made. And just as importantly, initiatives are stopped. \u200b<\/p>\n If an initiative does not improve cash flow, capacity, customer experience or risk posture, it does not earn a place on the roadmap. AI advantage is built as much by what leaders say no to as by what they fund. \u200b<\/p>\n<\/section>\n The fastest way to create value with AI is to start where work already happens. \u200b<\/p>\n For most SMEs, that means embedding AI into existing tools and workflows. Not launching new platforms. Not running large programs. Just removing friction from daily work. \u200b<\/p>\n One financial services organization I work with took exactly this approach. By redesigning developer workflows using AI already embedded in their tools, they achieved a 10% productivity gain and a 25% improvement in deployment efficiency. No major overhaul required. \u200b<\/p>\n In another case study, a security operations team automated more than 90% of incident handling using AI\u2011driven workflows. Response times improved by 60 times. Cost per incident dropped by more than 90%. For a small team, that changed what was possible. \u200b<\/p>\n I see the same pattern in my own work. One of the most useful tools I rely on is a briefing agent built by my executive office team. It pulls together inputs and prepares me for customer conversations faster and more consistently. It was not another \u201cAI project.\u201d It solved a real problem. \u200b<\/p>\n These wins share something in common: They improve how work gets done today. The fastest way to scale AI is to start inside existing workflows. \u200b<\/p>\n<\/section>\n Most leaders struggle here because \u201chigh impact\u201d can sound abstract. In practice, the best opportunities are usually obvious if you look for constraints. \u200b<\/p>\n The strongest projects usually share three traits: <\/p>\n \u2022 The work is frequent and repeatable One long\u2011time customer, a healthcare organization, focused on a single constraint: clinical time. Nurses were spending excessive hours on manual case review. Instead of spreading AI across multiple areas, they concentrated on one workflow. \u200b<\/p>\n Within a year, more than 11,000 nursing hours were freed and nearly $800,000 was redirected back into patient care. The impact was immediate: faster workflows, lower costs, happier staff and better patient outcomes. \u200b<\/p>\n For SMEs, this is how AI value compounds. Prove impact in one area. Expand deliberately. Depth matters more than breadth when real change is the goal. \u200b<\/p>\n<\/section>\n Not all value comes from big projects. Some of the most important gains come from small, repeated use such as drafting, summarizing, searching and preparing. \u200b<\/p>\n OECD research<\/a> shows AI adoption remains uneven. In 2025, about 20% of firms reported using AI. Among adopters, usage is significantly lower in small firms than in large ones, and many implementations remain narrow or isolated rather than embedded in daily work. The gap isn\u2019t interest. It\u2019s friction. \u200b<\/p>\n Tools that feel separate from daily work won\u2019t stick. The SMEs pulling ahead make AI part of everyday routines. Over time, usage becomes natural, confidence builds and teams become ready for more advanced use cases. \u200b<\/p>\n AI adoption doesn\u2019t scale without fluency. Use it or lose it. Those small habits create confidence, trust and readiness for higher-stakes AI initiatives. \u200b<\/p>\n<\/section>\n This effort\u2011versus\u2011impact lens exists for a reason. In an AI gold rush, the biggest risk is spreading attention too thin. When everything looks urgent, nothing gets done well. \u200b<\/p>\n The SMEs that prove most successful will be the ones making clear choices, solving real business problems and building reliable systems and workflows their teams can count on. \u200b<\/p>\n Avoiding the AI gold rush means executing with intention. That\u2019s how SMEs turn AI into advantage.\u200b<\/p>\n Forbes Technology Council<\/u><\/a> is an invitation-only community for world-class CIOs, CTOs and technology executives. Do I qualify?<\/u><\/em><\/a><\/p>\nHigh Effort, Low Impact: Protect Leadership Attention <\/h2>\n
Low Effort, High Impact: Free Capacity Where It Matters <\/h2>\n
High Effort, High Impact: Go Deep, Not Wide <\/h2>\n
\u2022 The cost of the problem is visible in time, money or capacity
\u2022 Improving it would change how the business operates \u200b<\/p>\nLow Effort, Low Impact: Normalize It Or You\u2019ll Lose It <\/h2>\n
What Real AI Impact Looks Like <\/h2>\n
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