Disruption, Opportunity, and Small Business
May 12, 2025
A few quick notes from the intersection of AI, marketing, branding, and small business.
AI and the Job Market. Artificial intelligence is rapidly reshaping the job market, sparking anxiety among any white-collar professional who’s paying attention. Anyone who works in front of a screen, they say, could be in jeopardy of loosing their job to AI. Small business owners may have a slightly longer runway compared to enterprise level companies due to a wider adoption timeframe. On the other hand, they probably have fewer resources to weather the AI storm. Thus the urgent need to seek out new opportunities and directions by using AI as a tool for good rather than a harbinger of unemployment. Some thoughts from the past week’s news.
White-Collar job disruption. Contrary to the long-held belief that white-collar professions are insulated from automation, recent studies show these roles are now highly susceptible to AI-driven disruption, as this Forbes article attests. Advanced AI systems are not only automating routine administrative tasks but also replicating complex cognitive functions such as writing, data analysis, and even aspects of legal and financial work. This shift is unsettling for many professionals, as AI tools like ChatGPT and IBM Watson are already replacing or augmenting tasks traditionally performed by junior staff, making entry-level positions harder to secure. Indeed, according to Entrepreneur as well as the AI Daily Brief podcast, IBM is currently using AI to cover 200 of its HR jobs. That’s happening right now.
Adaptation is key. However, it’s not all bleak and terrible for all of us screen-workers. Experts emphasize that the future belongs to those who adapt: workers who cultivate “soft skills” such as critical thinking, communication, and flexibility will remain valuable. These human attributes are more difficult in the short term for machines to replicate and will be essential as technical expertise alone becomes insufficient. That requires keeping your head out of the sand. Nicholas Thompson articulates the adaption theory well. So in addition to being smart about AI, high EQ and just being a nice person will go a long ways.
Know what’s going on and search for opportunities. While large corporations have led the charge in AI adoption, small businesses are quickly catching up, especially by looking for unique advantages. Over the past year, AI adoption among small and medium-sized businesses has more than doubled. Technoserve and Forbes discuss the transformations, both good and bad, for small businesses. A few of the findings:
Automate repetitive tasks like invoicing, scheduling, and bookkeeping, freeing up time for strategic work.
Personalize marketing and customer interactions, allowing small businesses to compete with larger firms in delivering tailored experiences.
Gain actionable insights from data, supporting better decision-making around promotions, inventory, and customer preferences.
Improve hiring processes, with generative AI making it easier to find and retain talent, especially among younger, tech-savvy business owners.
AI can enhance connections with customers. AI is also helping small businesses spot hidden opportunities, respond to risks more quickly, and deepen their community connections by enabling more authentic, localized content. Importantly, many entrepreneurs see AI as a tool that enhances, not replaces, the personal touch and trust that define small business success.
The reality is complex. While AI could eventually automate up to 60% of jobs in advanced economies, the pace of change is uneven, and the technology is also creating new roles and industries. For small businesses, the challenge is twofold: keeping up with AI-driven competitors while ensuring that employees are trained to use new tools effectively. Cost and knowledge barriers remain, particularly for smaller firms in lower-income regions, but targeted training and support can help bridge the gap.
Have a plan B. AI’s impact on the job market is profound and multifaceted. White-collar workers face real risks but also new opportunities if they are willing to adapt and build on uniquely human skills. For small businesses, AI is less a threat and more a powerful ally, one that can drive innovation, efficiency, and growth, provided owners are open to change and continuous learning. The coming years will reward those who embrace AI as a collaborator, rather than fighting against a thing that’s going to take your job. Of course it still might take your job, so it wouldn’t be terrible to have a back pocket plan B.
