AI’s Role in Business Growth

Not every business is keeping up with digital advancements, and the gap between those who do and those who don’t is growing. This is called the digital divide. Small and medium businesses (SMBs) like yours need the right tools to stay competitive. Many businesses are already using artificial intelligence (AI)  to improve efficiency and customer relationships, while others are still unsure where to start.

There may be a gap happening in the world. This gap — known as the AI divide — highlights the difference between businesses using AI to grow and those relying on outdated methods. If your business isn’t actively integrating AI and digital tools, you risk falling behind. Closing this gap is key to long-term success.

What we’ll cover:

What is the digital divide?

Technology has changed how we live, work, and connect — but not everyone has the same access to it. The digital divide is the gap between those who can easily use digital tools, like the internet and computers, and those who can’t. For SMBs like yours, this divide isn’t just about having a good Wi-Fi connection. It’s about having the right technology, the knowledge to use it, and the ability to keep up as the digital world moves forward.

Access is only part of the challenge. Even when technology is available, barriers like affordability, digital literacy, and relevance can hold people back. Some communities lack the resources to invest in new tools. Others may not see how digital advancements can help them grow. Without the right support, businesses and individuals risk falling further behind.

But here’s the good news: this gap isn’t permanent. With the right tools and knowledge, you can bridge the divide and build a business that thrives in a digital-first world. The key is taking that first step — learning, adapting, and embracing technology that works for you.

The AI divide: Are you keeping up or falling behind?

AI is transforming how small businesses operate, offering tools, like AI customer relationship management (CRM) that automate tasks, enhance customer engagement, and fuel growth. However, not all SMBs are adopting AI at the same pace. Some are using AI-driven analytics, automation, and personalized marketing to scale their businesses, while others hesitate due to concerns about cost, complexity, or lack of knowledge. This divide impacts competitiveness — companies that use AI gain efficiencies and insights, while those that delay risk falling behind in an increasingly digital economy.

Why the AI divide matters to your business

You don’t have to be a tech expert to benefit from AI. Small businesses that use AI tools are seeing significant advantages:

• More time for what matters: AI takes care of repetitive tasks, so you can focus on running and growing your business.
• Stronger customer relationships: AI helps you understand and connect with customers in ways that build loyalty.
• Smarter decisions: AI-powered insights give you the information you need to plan ahead and make the right moves.

Four stages of digital transformation

Bridging the digital divide happens in stages. As you adopt digital tools — starting with the basics and moving toward automation, AI, and cloud computing — you’ll see improvements in efficiency, cost savings, and competitiveness. Each step helps set your business up for long-term success.

1. Digitization: Your first step toward efficiency

Going digital starts with replacing paper-based processes with digital solutions. This means moving from physical files to cloud-based storage, switching to online invoicing, and using e-signatures for contracts.

How to get started:

• Use cloud storage services like Google Drive, Slack, or Dropbox to keep documents organized and accessible.
• Consider a CRM tool to organize your data and your team’s productivity.
• Switch to e-invoicing platforms to speed up payments and reduce errors.
• Replace paper-based customer forms with online intake forms.

2. Digitalization: Streamlining everyday workflows

Automation takes digitization a step further by streamlining routine tasks and boosting efficiency. Instead of manually entering customer details or sending follow-up emails, you can use CRM tools, automated email workflows, and cloud-based customer service to streamline operations.

Helpful tips:

3. Digital transformation: A smarter way to work

Digital transformation happens when digital tools are deeply integrated into your business strategy. This stage goes beyond automation — it’s about using technology to fuel business decisions, enhance customer experiences, and gain a competitive edge.

Ways to take action:

4. Digital business: Running your business smarter

A fully digital business uses AI, automation, and cloud-based tools to scale and grow. At this stage, digital tools help you anticipate customer needs, personalize interactions, and make data-driven decisions.

Pro tips for scaling up:

• Use AI chatbots to provide 24/7 customer support.
• Personalize marketing campaigns with AI-driven recommendations.
• Adopt cloud-based collaboration tools to streamline remote work and project management.

Why going all-in on digitalization gives you an edge

A global survey of SMBs conducted by Salesforce and research firm Techaisle highlights a growing digital divide. The findings show that SMBs investing in AI and cloud technology experience higher success rates than those that don’t. Here’s why:

• Lower costs: Over 50% of cloud-first SMBs report lower IT expenses, compared to just 5% of businesses that partially adopt cloud tools.
• Higher efficiency: Businesses using AI are five times more likely to cut costs related to daily operations.
• Greater productivity: SMBs like yours using AI are twice as likely to improve employee efficiency and agility.

Adopting digital tools isn’t just about keeping up — it’s about unlocking real growth. Businesses that use digital solutions are 52% more likely to increase revenue, improve profitability, and strengthen customer relationships. With better retention, higher satisfaction, and a broader market reach, they set themselves up for long-term success.

Decoding the digital divide: Challenges and solutions

Adopting AI can feel overwhelming, but it doesn’t have to be. Understanding the most common challenges — and how to tackle them — can help you take the first step with confidence.

Challenges

1. Not knowing where to start: Many business owners aren’t sure which AI tools are right for them.
2. Concerns about cost: AI solutions may seem expensive, but many options are affordable and scalable.
3. Fear of complexity: Adopting AI doesn’t have to be overwhelming — small steps make a big difference.

Solutions

1. Start small: Automate simple tasks like customer follow-ups, email campaigns, and appointment scheduling.
2. Use AI for insights: AI-powered analytics help you track trends, understand customer behavior, and refine your marketing strategies.
3. Adopt AI-enhanced CRM solutions: AI-driven CRM tools streamline sales, marketing, and customer support, making everyday operations smoother.

Closing the AI divide starts with the right tools — and Salesforce makes AI adoption easy for small businesses like yours. Whether you need to streamline customer relationships, boost sales, or enhance marketing, Salesforce provides AI-powered solutions designed to help SMBs grow.

With Salesforce AI CRM, you can manage customer data, automate workflows, and personalize interactions — all in one place. Starter Suite is a user-friendly, all-in-one solution for sales, marketing, and customer service, while Pro Suite offers advanced automation and customization for growing businesses like yours.

If you’re focused on marketing, Small Business Marketing helps you create targeted campaigns and engage customers more effectively. For sales teams, Small Business Sales automates lead tracking and simplifies deal management, so you can close more sales with less effort. Need to enhance customer service? Small Business Service uses AI to automate responses, resolve issues faster, and improve the customer experience.

For better team collaboration, Salesforce keeps your team connected and aligned. And, if you’re running an ecommerce business, Commerce helps you manage online storefronts, making it easier to personalize shopping experiences. With these tools, you can overcome any divide and own your technology, instead of it owning you. 

And, when you’re ready to scale, Agentforce takes AI-powered automation to the next level, helping SMBs optimize customer interactions and streamline workflows with intelligent automation. All of this can be activated with the power of Foundations. 

Bridging the digital divide for a stronger future

The digital divide and AI divide may be real, but they don’t have to hold your business back. With the right tools, strategies, and mindset, you can overcome these challenges, use AI to improve efficiency, strengthen customer relationships, and grow — fast.

Your business has limitless potential. By taking steps today to close the digital divide through digitalization and AI, you set yourself up for long-term success. 

Start your journey with a free trial of Starter today. Looking for more customization? Explore Pro Suite. Already a Salesforce customer? Activate Foundations and try Agentforce today.

AI supported the writers and editors who created this article.