Thryv Holdings, Inc. (Nasdaq: THRY), a leading AI-enabled marketing platform, has released compelling findings from its 2026 AI and Small Business Adoption Survey. The survey reveals that AI adoption among U.S. small businesses has surged to 66%, a notable increase from 55% just a year earlier. However, despite this growth, a staggering 70% of small business owners acknowledge that they require more training to effectively utilize these technologies.

Insights from Grant Freeman

Grant Freeman, President of Thryv, commented on the findings, stating that they resonate with a recent survey conducted by Goldman Sachs, which found that 73% of small businesses also reported needing additional training to leverage AI fully. "It’s clear that many SMBs are adopting AI faster than they can master it,” Freeman noted, emphasizing the importance of closing the gap between AI adoption and capability for the future success of local businesses.

2. Training Gaps and Resourcefulness

The survey, which polled 561 small and mid-sized business owners and decision-makers (all non-Thryv customers), uncovered a concerning trend: one-third of respondents reported increased spending on AI tools over the past year. Of these businesses, 70% indicated that AI has contributed to revenue growth, while 55% noted a reduction in costs.

Despite high adoption rates and an impressive 86% of small business owners expressing comfort with AI, a significant portion still feels ill-equipped to harness its full potential. The pathway to bridging this training gap appears to be fragmented, as many business owners adopt a patchwork approach to upskilling.

Freeman remarked, "Most small businesses are comfortable using AI. But being comfortable isn’t the same as being effective, and that gap is starting to show."

A Diverse Set of Learning Resources

To fill the training void, small businesses are turning to various resources. One-third of respondents have sought guidance from AI tools like ChatGPT, while 57% primarily rely on platforms such as YouTube and social media for training. Additionally, 49% utilize online resources and webinars to enhance their understanding of AI technologies.

Ken Cook, from The Prepared Group, cautioned small business owners against blindly trusting AI, stating, "The biggest mistake small businesses can make is blindly trusting AI. Use it only for tasks you already understand. Otherwise, you run the risk of moving faster in the wrong direction."

3. Preference for AI Over New Hires

The survey also revealed a significant shift in how small businesses view workforce augmentation. When asked whether they would prefer adopting AI software or hiring a new employee for a task that both could perform equally well, nearly half (46%) of SMB owners opted for AI. This marks an 8-point increase from the previous year, indicating a growing belief that AI can offer capabilities that a new hire cannot.

Despite this inclination, the current hiring landscape remains stable. Fifty-five percent of respondents reported hiring the same number of employees as planned over the past year, while only 13% admitted to hiring fewer people due to AI. In fact, 45% do not expect AI to impact their hiring decisions over the next 12 months.

AI as a Productivity Enhancer

Instead of replacing employees, AI appears to be enhancing productivity among small businesses. One-third of owners indicated that AI enables them to accomplish more with fewer staff members. Key statistics underline this trend:

92% of AI users reported that the technology saves them time.

79% expect to reclaim between 11 and 60 hours per month, equivalent to several additional workdays.

4. Financial Commitment and Measurable Outcomes

The investment in AI tools is not merely experimental; small businesses are demonstrating a financial commitment. More than half (53%) of survey participants reported spending at least $100 per month on AI tools, with many observing tangible benefits.

Key outcomes from the survey include:

70% of respondents reported that AI contributed to increased revenue in the past year.

61% anticipate savings of $500 to $2,000 per month due to AI integration.

55% indicated that AI has helped reduce their operational costs.

81% believe AI has made them more strategic in their business operations.

The Future of Main Street

Freeman concluded the press release by stating, "AI isn’t replacing small business workers, yet. But it is reshaping how the work gets done. Businesses that invest in AI tools and the training needed to maximize it will define what Main Street looks like five years from now."

As small businesses navigate the evolving landscape of AI, the combination of investment and training will be critical in shaping their future and ensuring they remain competitive in a rapidly changing market.

For further insights and in-depth analysis, access to the complete survey report is available through Thryv's resources.

Original press release