New Thryv SMB survey finds a third are spending more on AI despite a growing skills gap that could turn fast adoption into a liability
AI adoption among U.S. small businesses has risen to 66%, up from 55% a year ago, even as 70% of owners admit to needing more training to use the technology effectively. This data comes from the 2026 AI and Small Business Adoption Survey from Thryv®, a leading AI-enabled marketing platform for local service businesses.
In a new survey from Thryv, 70% of small business owners admit they need more training to use the technology effectively. Businesses that invest in AI tools and the training needed to maximize it will define what Main Street looks like five years from now.
The survey of 561 small and mid-sized owners and decision-makers (all non-Thryv customers) found that one-third are spending more on AI tools than they were 12 months ago, with many reporting gains in revenue and efficiency. Seventy percent said AI increased their revenue over the past year, while 55% reported it helped reduce costs.
“The Thryv findings align with a recent Goldman Sachs survey in which 73% of small businesses said they need additional training to fully leverage AI. It’s clear that many SMBs are adopting AI faster than they can master it,” said Grant Freeman, President of Thryv. “Closing the gap between AI adoption and capability will be critical for Main Street success.”
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Despite high adoption rates and strong comfort levels (86% of SMBs said they are somewhat to extremely comfortable using AI), seven in ten say they need more, or significantly more, training to use AI productively. Their solution for filling this skills gap reflects a patchwork approach to upskilling.
“Most small businesses are comfortable using AI. But being comfortable isn’t the same as being effective and that gap is starting to show,” said Freeman.
One-third turn to AI tools like ChatGPT to ask how to use AI. Fifty-seven percent say their primary source of training is YouTube and social media, while 49% rely on online resources and webinars.
“The biggest mistake small businesses can make is blindly trusting AI,” said Ken Cook of The Prepared Group. “Use it only for tasks you already understand. Otherwise, you run the risk of moving faster in the wrong direction.”
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Growing Inclination to Choose AI over a New Hire
When asked whether they would choose AI software or hire a new employee if both could perform the same task equally well, nearly half (46%) of SMB owners said they would choose AI. This 8-point jump from 38% in 2025 signals they believe AI can deliver capabilities that a new hire cannot.
This preference, however, is not impacting hiring yet:
- 55% said they hired the same number of employees as planned over the past 12 months
- 13% said they hired fewer people due to AI
- Looking ahead, 45% expect AI to have no impact on their hiring in the next 12 months
Rather than replacing workers, AI is acting as a productivity driver for SMBs. A third of small business owners say that with AI they can do more with fewer employees. Instead of cutting staff, they are using AI to take on repetitive, time-consuming tasks.
- 92% of AI users say the technology saves them time
- 79% expect to get back between 11 and 60 hours per month, equivalent to several additional workdays
SMBs are Writing Checks and Getting Measurable Returns
SMBs are not just experimenting with AI, they are investing in it and seeing returns. More than half (53%) are spending at least $100 per month on AI tools.
Businesses report gains in revenue and efficiency:
- 70% say AI contributed to increased revenue over the past 12 months
- 61% estimate AI will save them between $500-$2,000 per month
- 55% say AI has reduced costs
- 81% say AI has made them more strategic in how they run their business
