Insights from SMB AI Adoption Study

A newly released report, commissioned by ActiveCampaign and carried out by Talker Research, titled “13 Hours Back Each Week,” reveals how AI is transforming marketing strategies for small and medium-sized businesses. The findings come from a nationwide survey of 1,000 marketers conducted from May 21 to June 12, 2025. The study shows that AI saves each individual approximately 13 hours per week—equivalent to about a third of a standard 40-hour workweek—and cuts operational costs by an average of $4,739 per month per team.

According to CEO Jason VandeBoom, the results point to a significant shift: “While small businesses often operate with limited resources, their flexibility and scale offer a strong foundation for strategic AI integration.”

The efficiency and financial benefits are evident, yet the study also highlights inconsistent adoption rates. Although 82 percent of surveyed marketers have used AI for at least one task, only 23 percent apply it throughout the entire campaign lifecycle—from planning to execution and evaluation. This suggests many businesses have yet to fully harness AI’s potential. Interestingly, 77 percent of users feel more confident in their work thanks to AI, and 75 percent believe it helps them stand toe-to-toe with larger competitors.

A Three-Step AI Marketing Strategy

ActiveCampaign organizes modern marketing into three key phases: Imagine, Activate, and Validate. In the “Imagine” stage, AI assists in generating ideas and personalizing campaigns based on customer insights. The “Activate” phase involves content creation and multi-channel distribution. In the final “Validate” phase, teams evaluate campaign results and identify areas for improvement.

Most marketers begin using AI for idea generation, but fewer apply it during performance analysis. Only slightly more than half use AI to assess campaign effectiveness, missing out on real-time insights that could enhance future campaigns. As ActiveCampaign’s CMO Amy Kilpatrick explains, integrating all three phases leads to quicker decision-making, smarter campaigns, and improved customer engagement.

Diverse Levels of AI Implementation Across Teams

The survey categorized marketers into five groups based on their AI usage and effectiveness. Beginners rarely use AI unless required. Developing users experiment with it for specific tasks. Intermediates incorporate AI into regular workflows. Advanced users apply it across most areas, while Experts—around 15 percent of respondents—rely on AI as their primary tool for solving problems.

Experts are over 14 times more likely than casual users to integrate AI across all three marketing phases and are twice as confident in their results. Advancing from basic to expert usage doesn’t require a major leap—simply using AI more frequently or applying it in new ways can yield better outcomes.

The gap between occasional and regular AI users is widening. Teams that use AI daily report saving nearly 15 hours per week and over $5,000 per month, compared to 9 hours and $3,900 saved by infrequent users. Daily users are also significantly more likely—89 percent versus 61 percent—to believe AI gives them a competitive edge against larger, more established firms.

The key distinction lies in how tools are applied. Top users continuously refine their processes by feeding results back into their systems, while others often limit AI to content creation alone.

Nearly half of small businesses in the study said they use AI tools daily, and 81 percent confirmed using AI in marketing. They’re almost as advanced as large enterprises in areas like lead generation, prospect follow-ups, and performance tracking.

The perceived value difference between small and large companies was minimal—just 3 percentage points. Around a third of small-business marketers said the time saved allowed them to focus more on strategic planning, creativity, and growth opportunities previously out of reach.

An unexpected finding was the importance of transparency. Businesses that openly communicate their AI usage report better customer reactions. Among those who are transparent, 64 percent say the response has been highly positive. In contrast, those who keep their AI use hidden or are unsure how to talk about it often receive neutral or mixed feedback. The takeaway? Customers tend to support AI when it enhances their experience rather than simply cutting costs.

The AI Marketing Tools Landscape Is Expanding

ActiveCampaign isn’t the only player in this space. HubSpot recently launched four “Breeze” AI assistants as part of its broader AI toolset aimed at smaller teams. Mailchimp also unveiled its “AI Growth Assistant” at its FWD: London event in June, offering features like predictive audience targeting and visual campaign summaries. These developments signal that the race to empower small businesses with intelligent automation is just getting started.

While policymakers continue to debate AI regulation, companies are already moving ahead. According to the survey, 97 percent of marketers say AI has changed how they view their roles. Only 3 percent said it hasn’t affected them at all. For most professionals, AI is now an essential part of their work.

What Lies Ahead

For teams just beginning, ActiveCampaign advises aligning marketing tasks with the three-phase model and applying AI where it will have the greatest impact. For some, that may be idea generation; for others, performance analysis. Being open about the process—how and why AI is used—can build trust with both customers and teams. As the study shows, even adding one new use case or increasing AI usage frequency can quickly elevate a team’s performance, without the need for major investments.

According to Jason VandeBoom, more businesses are shifting from testing AI to embedding it into all aspects of their operations. Currently, only 23 percent of marketers use AI from start to finish in their campaigns, meaning most have yet to access its full potential. However, those that do—especially smaller teams that reinvest time savings into strategy or creativity—could soon surpass even the biggest competitors.

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