AI for SMEs: Turning Efficiency into Competitive Advantage

AI in Fax Machines? Not Like This, Please, Dearest SMEs.

It’s hard to tell at first whether it’s a spoof or a genuine business idea. A German company recently launched AI for fax machines. Anyone who’s so inclined can now print out a question, send it to an AI tool – and receive a reply. Welcome to the digitalized past.

As bizarre as this example may sound, it exposes a real problem: Many small and medium-sized businesses are, in principle, open to AI and new technologies. But instead of courageously calling outdated processes into question, they often try to simply patch them up with a digital band-aid. The resulting innovations may appear modern on the surface, but at heart they preserve the old ways – squandering a great deal of potential.

Please don’t fax faster – work better instead

The situation reminds me a little of that famous quote attributed to Henry Ford: “If I had asked people what they wanted, they would have said faster horses.”

Using AI to speed up inefficient processes isn’t the point. The point is to rethink value creation from the ground up. German SMEs in particular have huge potential to benefit from artificial intelligence. And they can do so without any need for a major digitalization process or an IT department staffed with 20 people.

That’s because AI can provide pragmatic support in many areas right away: in the preparation of quotes, in customer service, in internal communication, in marketing and even in HR. Not as a complete replacement for human labor, but as an assistance system that frees up time and lightens the load on staff.

Take the example of day-to-day work at an agency like morefire. We’ve been using AI for some time now to make processes more efficient – from copywriting and campaign optimization in online marketing to internal brainstorming. In our experience, the tools are mature enough to be productive straightaway – but only if they’re deployed in meaningfully. Not if they’re simply layered on top of processes that are themselves long since outdated. I firmly believe that SMEs can do this too!

AI for SMEs: The real benefit lies in overhauling your processes

I’m not talking about jumping on every bandwagon.

But it would be a shame if companies were to miss out on the real efficiency gains that AI can help to deliver – simply because they’re trying to “digitalize” existing processes instead of rethinking them.

Because the truth is: Many of these processes aren’t set in stone; they’re just familiar. And that’s precisely where you’ll find windows of opportunity. If you start today to integrate small, specific AI applications into your everyday work, you’ll not only gain time and quality, but you’ll also make your company better equipped for the future.

AI isn’t a risk – it’s a resource

Of course, it’s sensible to be cautious when engaging with new technologies. But in many cases, AI is a resource, not a risk. It’s a tool that, when used correctly, gives SMEs the opportunity to operate on a level playing field with large corporations and agile start-ups.

So, what do you need? Not a budget of millions. Not a new ERP system. Just an open mind, curiosity and the willingness to recognize real added value. The rest often takes care of itself. The tools are there. The use cases are there. And the effects can be seen from day one.

How B2B companies are using AI: three examples

#1 HubSpot – AI-assisted lead scoring

HubSpot has implemented AI to automate and refine lead scoring. Instead of relying on manual assessments, the system analyzes a variety of data points to predict the likelihood of individual leads resulting in a deal. This enables sales and marketing teams to focus their resources on the most promising contacts, significantly increasing efficiency and improving conversion rates. The benefits include an optimized pipeline and faster growth through a more targeted marketing strategy.

#2 FullStory – automated event summaries

Georgianne Parker from FullStory uses AI to generate concise summaries of marketing events automatically. These automated reports are sent straight to FullStory’s sales team, eliminating the need for direct human input and informing its sales reps about key insights and leads without delay. This significantly speeds up the flow of information between marketing and sales and ensures that relevant information can be quickly put to work in follow-ups, boosting the effectiveness of sales activities.

#3 Ingersoll Rand – dynamic content personalization

Ingersoll Rand uses AI to dynamically tailor content on its website to the individual needs and interests of visitors. Based on a user’s behavior and preferences, relevant information and offers are personalized and displayed in real time. This significantly improves the user experience, as visitors are shown the exact content that’s most relevant to them. The main benefits are higher engagement rates, deeper interactions and a greater perception of connection among potential customers, who feel as if they’ve been understood and engaged with as individuals.

AI for SMEs: Ditch the fax machine, embrace progress

German SMEs have always been at their strongest when they’ve been pragmatic, efficient and open-minded. And these qualities are exactly what’s needed now. Not AI in fax machines, but rather smart decisions that result in real improvements. In less work with greater impact. In processes that are allowed to evolve – rather than simply being made to wear a digital mask.

You don’t have to start over completely. But you can do some things better. And AI can help. No fax machine needed.