Big Tech’s AI race will save small business owners time. It won’t find them customers

Big tech companies such as Meta, Google, OpenAI, and Anthropic are competing to become small business owners' AI assistants. Meta, Anthropic, OpenAI, and Google are developing tools aimed at helping owners, while Google aims to incorporate these features into their existing tools used by millions of small business owners. This competition benefits small businesses by saving them time, but the primary concern for owners is finding their next customer.

The author, who runs Alignable, a network of 10 million small business owners, argues that this pursuit of AI assistants may not ultimately lead to new customers. The data collected by Alignable indicates that 85% of customers come through referrals, not ads, search, or cold email. The author emphasizes that while general AI assistants can save owners time, they are unable to identify the specific relationships that could lead to new business.

Three types of AI are discussed: personal assistants which save time, AI integrated into existing business systems which provide control, and AI built on business relationships which drives growth. The author suggests that owners should utilize personal AI assistants, set aside time for generating revenue, and focus on cultivating relationships with the 50 potential referral partners most likely to provide business.