New Thryv SMB survey finds a third are spending more on AI despite a growing skills gap that could turn fast adoption into a liability

DALLAS: AI adoption among U.S. small businesses has risen to 66%, up from 55% a year ago, even as 70% of owners admit to needing more training to use the technology effectively. This data comes from the 2026 AI and Small Business Adoption Survey from Thryv® (Nasdaq: THRY), a leading AI-enabled marketing platform for local service businesses.

The survey of 561 small and mid-sized owners and decision-makers (all non-Thryv customers) found that one-third are spending more on AI tools than they were 12 months ago, with many reporting gains in revenue and efficiency. Seventy percent said AI increased their revenue over the past year, while 55% reported it helped reduce costs.

“The Thryv findings align with a recent Goldman Sachs survey in which 73% of small businesses said they need additional training to fully leverage AI. It’s clear that many SMBs are adopting AI faster than they can master it,” said Grant Freeman, President of Thryv. “Closing the gap between AI adoption and capability will be critical for Main Street success.”

SMBs Find AI Training Wherever They Can Get It

Despite high adoption rates and strong comfort levels (86% of SMBs said they are somewhat to extremely comfortable using AI), seven in ten say they need more, or significantly more, training to use AI productively. Their solution for filling this skills gap reflects a patchwork approach to upskilling.

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

One-third turn to AI tools like ChatGPT to ask how to use AI. Fifty-seven percent say their primary source of training is YouTube and social media, while 49% rely on online resources and webinars.

“The biggest mistake small businesses can make is blindly trusting AI,” said Ken Cook of The Prepared Group. “Use it only for tasks you already understand. Otherwise, you run the risk of moving faster in the wrong direction.”

Growing Inclination to Choose AI over a New Hire

When asked whether they would choose AI software or hire a new employee if both could perform the same task equally well, nearly half (46%) of SMB owners said they would choose AI. This 8-point jump from 38% in 2025 signals they believe AI can deliver capabilities that a new hire cannot.

This preference, however, is not impacting hiring yet:

• 55% said they hired the same number of employees as planned over the past 12 months
• 13% said they hired fewer people due to AI
• Looking ahead, 45% expect AI to have no impact on their hiring in the next 12 months

Rather than replacing workers, AI is acting as a productivity driver for SMBs. A third of small business owners say that with AI they can do more with fewer employees. Instead of cutting staff, they are using AI to take on repetitive, time-consuming tasks.

• 92% of AI users say the technology saves them time
• 79% expect to get back between 11 and 60 hours per month, equivalent to several additional workdays

SMBs are Writing Checks and Getting Measurable Returns

SMBs are not just experimenting with AI, they are investing in it and seeing returns. More than half (53%) are spending at least $100 per month on AI tools.

Businesses report gains in revenue and efficiency:

• 70% say AI contributed to increased revenue over the past 12 months
• 61% estimate AI will save them between $500-$2,000 per month
• 55% say AI has reduced costs
• 81% say AI has made them more strategic in how they run their business

How AI Will Impact Main Street

"AI isn’t replacing small business workers, yet,” said Freeman. “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.”

For access to the full report, click here.

Survey Methodology

The Thryv AI and Small Business Adoption Survey was conducted in April 2026 among 561 U.S.-based small and medium-sized business (not Thryv customers) decision-makers recruited through an independent third-party research panel. Respondents represent a wide range of ages, years in business, and industries including construction, professional services, restaurant/retail, and personal services, with most reporting annual revenue between $1 million and $1.9 million.

About Thryv

Thryv (Nasdaq: THRY) is an AI-enabled global marketing platform that helps small businesses (SMBs) get found online faster, win more customers, and drive repeat business. Thryv software offers SMBs AI-driven lead insights, automated customer follow-up and an AI-enabled contact list. Thryv is making growth-focused AI tools accessible to the plumber, salon owner, contractor, lawyer, accountant and more. Over 200K+ businesses globally use Thryv to market, sell, and grow. For more information, visit www.thryv.com.

Fonte: Business Wire