Guest: Chris Rubin
Artificial intelligence is revolutionizing industries, and small to medium-sized businesses (SMBs) are no exception. But how can these businesses, often with limited budgets and resources, harness AI’s full potential to accelerate growth? Chris Rubin, founder of Brand Multiplier, shares his expertise on this very topic. With a background in storytelling, branding, and cutting-edge AI, Rubin is passionate about empowering SMBs to compete in a fast-evolving digital landscape.
In this article, we’ll explore actionable insights Rubin shared during a recent podcast interview, including how SMBs can integrate AI into their operations, overcome common obstacles, and drive significant growth by combining AI with human creativity.
The Power of AI for SMBs: Why Now?
According to a recent MIT study, 92% of large companies are already achieving returns on their AI investments, with the same percentage planning to increase their AI spending in the coming years. While big enterprises may have unlimited budgets to experiment with AI, SMBs can also benefit from AI if they know how to deploy it effectively.
Rubin highlights the immense potential for SMBs to save costs, improve operational efficiency, and enhance customer engagement through AI.
He explains, “AI can support your internal team to their highest value, offering to the business by taking away the mundane, rote tasks so they can focus on more creative and strategic elements.”
This is especially crucial for smaller companies with limited staff who need to maximize productivity.
Where to Start: Crafting a North Star for AI Integration
For many business owners, the idea of integrating AI can seem overwhelming. Rubin suggests starting with a clear vision.
“The first step for an SMB considering AI adoption is to assess your business needs and identify areas where AI can provide value,” he advises.
By understanding what tasks are resource-intensive or time-consuming, businesses can focus on applying AI to solve real challenges.
The key to success, Rubin emphasizes, is balancing AI’s capabilities with human expertise. While AI can handle data analysis, automation, and customer segmentation, human creativity and emotional intelligence are irreplaceable. “The AI helps with automation, but the humans are in charge. AI augments human intelligence, not replaces it,” says Rubin. This “augmented intelligence” approach ensures that businesses retain their unique voice and emotional appeal, critical for connecting with customers.
How to Build an AI-Ready Team
One of the biggest challenges SMBs face is building a team capable of executing AI-driven strategies. Rubin breaks it down into three essential layers:
Action Group – This team owns and coordinates the AI strategy, ensuring alignment with overall business goals.
Cross-Functional Pods – Small teams focused on rolling out specific use cases for AI, such as marketing automation or customer insights.
Technical Foundation – Experts who maintain the infrastructure needed to support AI-driven operations, ensuring security and stability.
However, Rubin acknowledges that not every SMB can afford to build an in-house team. In these cases, partnering with external AI experts or agencies like Brand Multiplier can help. He shares that working with partners allows SMBs to avoid the high costs and risks of building internal teams while still benefiting from the efficiency and insights AI can provide.
Case Studies: AI in Action for SMBs
Rubin cites compelling success stories to illustrate how AI, when deployed correctly, can lead to rapid growth. One case involved an EdTech company that saw a 78% increase in sales and a 91% growth in email subscribers over just 60 days using AI-driven marketing strategies. In another example, Brand Multiplier helped a fintech founder boost LinkedIn impressions by 1,000% and engagement by over 11,000% within 90 days. These numbers demonstrate AI’s capacity to optimize operations and enhance customer interactions, delivering measurable results.
The key to these successes? Using AI not as the end solution, but as a tool to amplify human creativity and insights. As Rubin puts it, “The essence of AI success is the creative flywheel between the human and the machine.”
Risks and How to Mitigate Them
As with any new technology, there are risks when integrating AI. Rubin highlights three key concerns SMBs should keep in mind:
Integration Complexities: AI often requires significant changes to existing systems and processes, which can lead to technical challenges or talent gaps.
Over-Reliance on AI: AI should never be the sole decision-maker. Rubin stresses the importance of keeping humans in control, refining and editing AI outputs for the best results.
Costs and Uncertainty: Implementing AI can be costly and unpredictable. Rubin suggests mitigating this risk through thorough business assessments and, if necessary, partnering with an experienced AI provider to navigate the complexities.
Key Takeaways and Next Steps
AI offers a wealth of opportunities for SMBs, from cost savings to improved customer engagement. But its true value lies in how it’s used. By starting with a clear vision, focusing on the tasks that most benefit from AI, and blending it with human expertise, SMBs can achieve remarkable growth.
Rubin’s advice for those looking to begin their AI journey: “Assess what you need to accomplish in your business, then look at that through the lens of what AI can provide.”
Ready to explore how AI can drive growth in your business? Start by evaluating your current processes and challenges, and consider partnering with experts who can help you unlock the potential of AI without the overhead. Don’t let AI remain a tool only for the big players—SMBs can lead the future too.
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