Swiss SMEs Lagging in AI Adoption for Marketing
A recent study by localsearch and HSLU reveals that a majority of Swiss small and medium-sized enterprises (SMEs) have not yet adopted AI tools for marketing or checked their visibility in AI-driven searches.
Swiss small and medium-sized enterprises (SMEs) are significantly behind in adopting Artificial Intelligence (AI), particularly for marketing purposes. The "PME Digital Pulse 2026" study, a collaboration between localsearch and the Lucerne University of Applied Sciences and Arts (HSLU), indicates that most Swiss SMEs are not utilizing AI tools despite recognizing their potential.
The research found that only one in five SMEs currently employs AI tools for marketing. While larger SMEs (medium and small businesses) show higher adoption rates, only 18% of micro-enterprises (1-9 employees) use AI. Furthermore, over half of SMEs have never verified their company's presence or information in AI-driven searches. Nearly half of all businesses surveyed (44%) do not perceive clear advantages or necessities for implementing AI in their marketing strategies.
The study, which systematically included micro-enterprises representing approximately 90% of Swiss SMEs, suggests that businesses are aware of the AI megatrend. 45% feel their customers are increasingly using AI tools to find similar offers, and 44% believe competitors are already leveraging AI in marketing. However, only 37% of SMEs agree that their companies should use AI for marketing.
Thomas Wozniak, the study's lead and a professor at HSLU specializing in consumer behavior and technology, highlights the growing importance of visibility in AI searches. He noted that companies not checking what AI says about them risk not knowing how they are perceived by customers. While most SMEs anticipate benefits like faster marketing tasks (59%) and reduced workload (58%), a lack of clarity regarding concrete advantages and internal needs is hindering widespread adoption.