Swiss SMEs Lagging in AI Adoption, Study Finds

Many Swiss small and medium-sized enterprises (SMEs) are falling behind in adopting artificial intelligence (AI), according to the new "KMU Digital Pulse 2026" study by localsearch (Swisscom Directories AG) and the University of Applied Sciences and Arts Lucerne (HSLU). While businesses acknowledge AI's potential in marketing, a significant portion has yet to act.

The study reveals that only one in five SMEs currently utilizes AI tools in their marketing efforts. Furthermore, over half of all SMEs have never investigated how they appear in AI-driven searches. Nearly half of these companies also perceive no clear benefit or necessity for AI within their own operations, with only a few planning a swift implementation.

The research also highlights that SMEs are sensing the growing influence of AI in the market environment. Approximately 45% believe customers are increasingly using AI tools to search for offerings similar to theirs, and nearly as many (44%) assume competitors are already leveraging AI in marketing. However, when it comes to their own actions, companies are more reserved, with almost half (48%) not considering AI use in marketing as essential.

The study further emphasizes a gap, particularly among micro-enterprises (1-9 employees), which constitute about 90% of all Swiss SMEs. Only 18% of micro-enterprises use AI tools in marketing, compared to 39% of small and 49% of medium-sized enterprises. Thomas Wozniak, study lead and professor of consumer behavior and technology at HSLU, stresses the importance for businesses to monitor their own visibility in AI searches to understand customer perceptions.

Key barriers to AI adoption include a lack of clear benefit or need (44% of companies) and insufficient knowledge (57% cite at least one knowledge gap related to application or tools). Only about a quarter (27%) of companies feel confident in using AI meaningfully in their marketing.