If you’ve started using AI in your business or are thinking about it, you’re in good company. According to the National Small Business Association (NSBA), 76% of small businesses are either actively using AI or exploring its use. Trusted analyst firm IDC reported a $3.74 return on investment for every $1 spent on technology.
The shift is clear that most business owners are no longer afraid of AI. In fact, from the same sources, only 5% say they are hesitant to use AI. The real challenge now is how to use it most effectively for your business. At NWI Business Solutions, we hear from companies asking how they can better utilize AI in their marketing and sales efforts. We help companies with the entire workflow, including people/talent, processes, and technology, including AI. Our goal is to help businesses work smarter, save time and money, and thrive with delighted customers.
You’re Probably Already Using AI
You may not realize it, but chances are AI is already part of your business toolkit!
If you’ve noticed smarter email suggestions, predictive text, or better analytics and dashboards, then you are experiencing examples of AI at work. Most tech platforms have already integrated AI into their offerings at some level. Here are some of the most common benefits:
- Save time on repetitive tasks like uploading email lists or marketing follow-through.
- Improve results through more personalized targeting of potential customers.
- Understand the numbers faster with automated reports and analytics.
One of the main benefits of AI is that it helps you save time and be more efficient. This gives you ‘time back’ to spend more time doing what humans do best: building trust and relationships.
Make Your Business Easier to Find: AI Search and AEO
Search methodologies are constantly changing. With the new AI-powered search, customers are now getting direct answers to questions instead of a list of links. This shift means marketing content is more important than ever. Businesses that provide educational content, articles, and think long-term will be rewarded by both the algorithm and actual paying clients.
SEO or Search Engine Optimization will continue to be an important foundation. But now, we need to think about a different way of searching, by having our business become ‘the answer to someone’s question.’ That’s where AEO (Answer Engine Optimization) comes in. Instead of only optimizing for keywords, we’re now optimizing for keywords and answers.
Here’s how to adapt:
- Add a clear FAQ page that answers common customer questions in plain language.
- Use conversational phrases like “What’s the best way to…” or “How do I…” that match real search behavior.
- Continue to create relevant, helpful blog posts that explain key topics, not just promote your business.
- Continue to update your content regularly to stay visible to AI-powered search tools.
This is one of the easiest, most cost-effective ways to start attracting more visibility and to help AI-driven search engines “understand” your business better.
Personalization That Feels Genuine
We can now achieve greater personalization than ever with AI. Customers want to feel known and valued, and AI tools make it easier to deliver that experience by getting to the right person.
A few ways to get started:
- Email automation tools like Constant Contact or MailChimp can segment your audience, sending different messages to first-time customers versus long-term clients.
- Website chatbots can answer FAQs instantly or guide customers to book appointments or request quotes, saving you time and improving customer experience.
- Personalized recommendations on your website can suggest related services or products to increase engagement.
When used thoughtfully, AI-powered personalization helps your marketing feel more human, not less. The tools are working for us, not the other way around.
Measure What’s Working and What’s Not
Many businesses use AI tools but don’t take the next step of reviewing what’s actually working. The key to turning experimentation into success is measurement. Focus on a few meaningful metrics that align with your business goals:
- Website conversions: Are visitors and leads contacting you, requesting quotes, or making purchases?
- Email engagement: Which subject lines or messages get clicks or replies?
- Search visibility: Is your search ranking improving?
Most analytics tools now use AI to identify patterns and insights automatically, helping you make smarter, faster marketing decisions without having to dig through spreadsheets.
How to Get Started or Continue
Like any powerful tool, we suggest starting small, measuring, and adjusting. Choose one or two areas, such as a website FAQ or adding a new blog for searchable content. Build from there. We can help you update your website to leverage the latest technology and continue to build strong customer relationships.
At NWI Business Solutions, we help small and growing companies use AI confidently and effectively, from optimizing their online visibility to automating outreach and creating meaningful customer connections. We also stay on top of the latest AI tools, trends, and best practices to help you.
At the core of our approach is the NWI Attract-Cultivate-Retain ProcessTM, where we help businesses consider every step of the customer journey. This ranges from attracting prospects to cultivating and converting them into paying clients, followed by retaining and turning them into advocates for your business and brand.
I invite you to schedule a call to get started with your strategy to automate and leverage AI: norine@nwibusinesssolutions.com.
This article is authored by Norine Wiebmer, president and CEO of NWI Business Solutions, where she helps companies grow by fostering strong relationships and leveraging strategic sales and marketing strategies.