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GTIA Reports: SMBs Are Taking a "Slow and Steady" Approach to AI Adoption as Business Benefits Outpace Hype
[August 27, 2026]

GTIA Reports: SMBs Are Taking a "Slow and Steady" Approach to AI Adoption as Business Benefits Outpace Hype


OAKBROOK TERRACE, Ill., Aug. 27, 2026 (GLOBE NEWSWIRE) -- The Global Technology Industry Association (GTIA) today released new research revealing that small and midsize businesses (SMBs) are embracing artificial intelligence (AI) with a focus on practical business value.

Based on responses from 520 SMB and microbusiness decision-makers, GTIA's End-User AI Adoption: How ITSP Customers are Really Using AI study found that most organizations are advancing cautiously. The 2026 study, which was previewed at ChannelCon 2026 in San Diego, by Sharon Florentine, Manager and Research Analyst, GTIA, shows:

  • 40% deploying AI tactically to address specific business needs
  • 50 % of SMBs are ‘AI-Invested,’ using AI for operational functions and some customer-facing applications
  • 24% evaluating AI through pilot programs before broader adoption

“There is a lot of noise around AI right now, and yet our study shows that SMBs are not buying into the hype and taking a measured approach, testing use cases, establishing guardrails, and focusing on where AI can deliver real business value,” said Florentine. “In many ways, slow and steady wins the race to result. The companies laying the groundwork today will be in a much stronger position as AI adoption matures.”

The study also found that many SMBs are already seeing tangible benefits from their AI investments with 84% reporting positive business impacts from AI tools and platforms, suggesting that AI maturity may be linked to stronger business outcomes.

For many SMBs, the challenge is no longer whether to adopt AI, but how to do so securely. With 24% citing data security, privacy, and compliance concerns as top deployment barriers, organizations are increasingly putting formal AI governance frameworks in place:

  • 44% have established acceptable-use policies for AI tools.
  • 40% have implemented employee training and accountability requirements.
  • 39% have adopted data security and confidentiality requirements to help reduce risk.


"The organizations seeing the greatest value from AI aren't just adopting the technology, they're putting the right guardrails around it," added Florentine. "ITSPs can help end-users turn governance into a competitive advantage by reducing risk while enabling faster, more confident innovation."

At the same time, the impact of AI adoption on the workforce remains modest, with 34% of respondents reporting that it has not meaningfully affected their hiring or talent strategies.

Five Key Categories of Opportunity for ITSPs
The research also highlights a significant opportunity for ITSPs to expand their AI advisory and implementation services. Half (50%) of SMB respondents already work with a strategic partner or ITSP on AI initiatives, while another 12% are considering outside assistance.

When asked where SMBs needed the most support, respondents identified five key categories:

  • Training employees to use AI effectively (38%)
  • Identifying the right AI tools for business needs (38%)
  • Integrating AI into existing systems (31%)
  • Assessing cybersecurity and compliance risks related to AI (29%)
  • Developing AI governance policies and guidelines (28%)

The findings underscore that successful AI adoption requires more than technology. Organizations need the time, talent, and trust to implement AI effectively, along with guidance on turning AI investments into meaningful business outcomes. Trusted IT service providers are uniquely positioned to help SMBs navigate that journey securely, responsibly, and strategically.

GTIA members have free, anytime access to the End-User AI Adoption: How ITSP Customers are Really Using AI study and more as part of their annual membership. More information on GTIA membership is available at gtia.org.

About the Global Technology Industry Association   
The Global Technology Industry Association (GTIA) is the only vendor-neutral, 501(c)(6) nonprofit membership community connecting and representing the worldwide IT channel. We set our members up for success by providing benefits that include trusted resources and networking opportunities. In addition, the association sets industry standards that enable companies to build sustainable, secure, and profitable businesses in an ever-changing technology landscape. Internationally, GTIA represents hundreds of thousands of professionals from nearly 3,000 ITSPs, vendors, distributors and other companies serving the IT channel.

For more information, visit gtia.org.


Media contact:
Suzanne Collier
WhiteFox Marketing for GTIA
[email protected]

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