AI in Marketing: Swiss SMEs Are Still Hesitant to Adopt It

Many Swiss SMEs have not yet jumped on the bandwagon toward the AI era. This is shown by the new study «KMU Digital Pulse 2026» by localsearch (Swisscom Directories AG) and the Lucerne University of Applied Sciences and Arts (HSLU). While these companies recognize the potential of artificial intelligence in marketing, they have significant ground to make up when it comes to its actual implementation.

This representative study is a collaboration between localsearch and the Lucerne University of Applied Sciences and Arts, and examines the current and future use of AI in the marketing efforts of Swiss SMEs. For the first time, the study also systematically surveyed micro-enterprises with 1 to 9 employees. These account for approximately 90 percent of all Swiss SMEs.

The AI megatrend doesn't stop at small and medium-sized businesses either

A good four out of ten SMEs (45 percent) feel that their customers are increasingly using AI tools to search for offerings like theirs. Nearly as many (44 percent) assume that their competitors are already using AI in marketing. However, when it comes to the need for their own action, their assessment is more cautious: Nearly half of SMEs (48 percent) do not believe that companies like theirs should use AI in marketing. In contrast, 37 percent agree with this statement, while 15 percent are undecided.

SMEs Are Not Yet Fully Harnessing the Potential of AI

However, the majority of SMEs are still a long way from actually using AI: Only one in five SMEs (21 percent) currently uses AI tools in marketing. The differences are particularly pronounced when broken down by company size: While 49 percent of medium-sized companies and 39 percent of small companies use AI, the figure for micro-enterprises is only 18 percent. Micro-enterprises thus lag significantly behind larger companies.

For many small and medium-sized businesses, AI transparency is a black box

Many SMEs have so far paid little attention to their visibility in AI searches: About six out of ten SMEs (58 percent) have never checked what information AI provides about their company. This proportion is particularly high among micro-enterprises: 60 percent of them have never checked, compared to 45 percent of small businesses and 36 percent of medium-sized businesses. A systematic examination of their own AI visibility is the exception. Only about one in ten SMEs systematically checks this (8 percent) or takes targeted measures to be found more easily and portrayed in a positive light (2 percent).

A company’s visibility in AI searches is becoming increasingly important because AI is changing the way people search. «If you don’t check what an AI says about your company, you won’t know if or how it’s perceived by customers,» says Thomas Wozniak, study director and professor of consumer behavior and technology at HSLU.

The Potential of AI Has Been Recognized—But Its Benefits and Needs Often Remain Unclear

More than half of Swiss SMEs expect AI to deliver benefits in marketing: 59 percent believe it will allow them to complete marketing tasks more quickly, 58 percent expect it to reduce their workload, and 55 percent expect it to make their marketing more effective.

When asked about specific obstacles, the results show that SMEs most frequently report not seeing a clear benefit or need for AI in their own companies (44 percent). This applies to 45 percent of micro-enterprises, 35 percent of small businesses, and 23 percent of medium-sized businesses. «Many SMEs generally recognize the benefits of AI in marketing. However, when it comes to their own companies, the benefits and need often remain difficult to grasp—and thus so does the concrete relevance,» says Thomas Wozniak.

The second most common obstacle is a lack of practical knowledge: 39 percent of SMEs lack a clear understanding of how to integrate AI into their marketing, and 38 percent lack knowledge about suitable tools—overall, 57 percent of SMEs cite at least one such knowledge-related obstacle. Furthermore, only 27 percent feel confident in using AI effectively in marketing.

The gap for micro-enterprises is likely to widen

Among SMEs that do not currently use AI tools in marketing, about one in five (21 percent) plans to start doing so within the next twelve months. The differences by company size are striking: 47 percent of medium-sized companies and 33 percent of small companies that have not yet used AI intend to start doing so within the next twelve months. Among micro-enterprises, the figure is only 19 percent.

Most of those who already use AI in marketing want to make more intensive use of the technology: Nine out of ten current users (89 percent) expect their use of AI to continue to increase in the future.

The train to the AI era hasn't left the station yet

Overall, the study shows that many SMEs are still in the early stages of AI adoption. Irène Dumas, CMO of localsearch, sums it up: «Swiss SMEs haven’t yet entered the AI era. But the train to the AI era hasn’t left the station yet: Now is the time to get on board—those who recognize and leverage the opportunities AI offers for their own businesses will secure their competitiveness for the future.»

For the «KMU Digital Pulse 2026,» 504 people who are responsible for or play a key role in marketing decisions at Swiss SMEs were surveyed. The quantitative survey was conducted by the market research institute intervista from May 13 to 21, 2026. The sample is weighted by language region and number of employees and is therefore representative of the structure of Swiss SMEs.

Source: www.localsearch.ch