Artificial intelligence is moving beyond content creation and customer support. Businesses are increasingly using AI to analyse information, identify patterns and support important decisions.
McKinsey’s 2025 State of AI survey found that 78% of organisations were using AI in at least one business function, up from 55% a year earlier. It also found that 71% were regularly using generative AI in at least one business function.
For SMMEs, this shift creates an opportunity to make better use of information they already collect.
Turning Data Into Decisions
Businesses generate data through sales, customer enquiries, invoices, websites, social media and financial records. The challenge is turning that information into useful insights.
AI can analyse large amounts of data quickly and identify patterns that may be difficult to spot manually. A retailer, for example, could use AI to identify popular products, changes in customer demand and which marketing activities are producing results.
This allows business owners to make decisions based on evidence rather than assumptions.
Faster Business Decisions
An IBM Institute for Business Value study of 2,900 executives found that 69% identified improved decision-making as a leading benefit of agentic AI, while 67% identified cost reduction through automation.
AI can support decisions across finance, marketing, operations, customer service and stock management.
Human Judgment Still Matters
AI should support decision-making, not completely replace it. Poor-quality data can produce poor recommendations, while AI may miss important business context.
Leaders should review AI-generated insights, question unexpected results and consider their own experience before making important decisions.
Start With One Problem
SMMEs do not need to introduce AI across the entire business. They can start with one area where better information could improve decisions, such as forecasting sales, analysing customer feedback, monitoring expenses or measuring marketing performance.
The real advantage of AI is not simply having more technology. It is using technology to help the business understand its information, respond faster and make better decisions.
