What it says (simple): This is a systematic review that looks at lots of studies about how small and medium‑sized businesses (SMEs) are adopting AI. The paper maps where AI helps, what stops firms from using it, and what makes adoption work (things like management support, skills, data readiness, and helpful partners). It groups findings into ten practical dimensions so you can see patterns instead of one-off examples.
Why it matters to your business (simple): The review shows AI isn’t magic — it helps most when businesses are ready for it and pick small, high-value uses. For marketers, that means AI for customer targeting, content, scheduling, and automating repetitive admin tasks are the fastest wins. The paper also explains why many small firms lag (costs, skills, data), so you won’t be surprised if your team hits the same bumps — it’s normal, and avoidable with the right approach.
Recommended next steps (simple, actionable):
Start small: pick 1–2 repetitive marketing tasks (e.g., weekly social posts, basic email copy) and pilot a generative-AI tool for 4–6 weeks. Use partners: if you don’t have an in-house AI person, work with a trusted vendor or consultant for the pilot. The review finds this speeds adoption. Measure basics: track time saved, response time, and lead conversion so you can prove value before scaling. Build readiness: document where data lives (customer lists, campaign results) and what’s usable — clean, small datasets beat perfect, huge ones. Direct links / PDF:
ScienceDirect page (article): https://www.sciencedirect.com/science/article/pii/S2444569X25000320 DOI: https://doi.org/10.1016/j.jik.2025.100682