AI in SMEs: between future opportunity and communication task

Artificial intelligence is everywhere. In the news, at conferences, in LinkedIn posts. Hardly a day goes by without new tools, groundbreaking developments or cautionary voices. For many SMEs, this hype seems like a distant reality – exciting but intangible. The real question that arises in factory halls, offices and production facilities is: What does this have to do with us?

This reticence is understandable. After all, SMEs think in terms of solutions, not headlines. Reliability, processes and quality are what count here – instead of visions of humanoid robots or fully automated business models. At the same time, one thing is clear: if you want to remain competitive today, you have to get to terms with new technologies. Not mindlessly, but with the right amount of pragmatism, practicality – and communication.

Artificial intelligence in SMEs: neither a gimmick nor science fiction

What is initiated as an “innovation lab” with a large budget in a corporate group often has to take place alongside day-to-day business in SMEs. This leaves little room for experimentation. This is precisely why it is important to talk about AI in an understandable and realistic way – not as an end in itself, but as a means to an end. If a company becomes more efficient with artificial intelligence, is able to provide better customer service or reduces the workload of specialist staff, then this is not just a technology project, but also an organizational project.

And each of these changes requires communication. Not just externally, to show customers and partners that the company is thinking about the future. But above all internally – because this is where it is decided whether the introduction of AI succeeds or fails.

The biggest challenge: trust, not technology

The technical possibilities are often not the problem. The real challenges lie in people’s minds. Those who have never dealt with AI are afraid of being replaced by machines. Those who have little contact with digital tools quickly feel overwhelmed. These concerns are not irrational – they are human. And this is precisely where communication work is needed that takes them seriously, explains, involves and provides guidance.

A common mistake: changes are communicated too late or not at all. Decisions about new systems are made by management without any dialog with those who will later be working with them. This leads to rejection – not because the technology is bad, but because it was not introduced properly. So it’s not just about starting to use AI, but also being able to use it sensibly in everyday life – with the right story, the right tone and an open ear for questions and doubts.

Communication as the key to acceptance – and future viability

In our work with SMEs, we often experience how big a difference good communication can make. When employees are involved at an early stage; when it is explained clearly what AI can and cannot do; when it becomes clear how the technology will specifically help in everyday working life – then skepticism turns into curiosity. Resistance becomes participation.

And the topic is also relevant to the outside world. Because anyone who engages with AI sends a signal: we are open to new ideas. We actively shape things instead of just reacting. This is not only exciting for customers, but also for potential specialists who are looking for modern, future-proof employers. Not every company has to become an AI pioneer. It is enough to show your own attitude: What does progress mean to us? Where do we use AI sensibly? How do we ensure that humans and machines work well together? It is precisely this attitude that can be made visible – with content marketing, PR and employer branding.

Communication determines how we experience AI

Technological progress often triggers debates first, not solutions. Especially when it comes to a topic as far-reaching as artificial intelligence, areas of tension arise: between speed and responsibility, between automation and humanity, between opportunities and fears. Communication plays a decisive role here – not as a side effect, but as an active creative force. How we talk about AI shapes how we use it. Language can strengthen barriers – or connect. It can dazzle – or provide orientation. It can reinforce uncertainty – or create trust. This is why we not only need rules for dealing with technology, but also principles for communicating it.

In our AI manifesto, we formulate precisely such principles: That AI should not be glorified, but made understandable. That responsibility comes before efficiency. And that we need to create narratives that do not exclude people due to biases, but invite them to help shape the change. Because whether AI becomes a success story in SMEs depends not only on the use of smart software – but also on how we tell its story.

Conclusion: AI in SMEs starts with language

In the end, AI is not a purely technological issue. It is a cultural, a human, a communicative one. Even the best AI is useless if it is not understood, accepted and supported. And this is precisely where the opportunity lies: if SMEs emphasize their proximity to people, their down-to-earth attitude and their focus on the concrete, they can authentically communicate their future story. Because real innovation is not created in the data center, but through dialogue.

Interested in more tips on communication for SMEs? Our senior consultant and team lead Manja explains how storytelling works for SMEs in this blog post.