AI in customer acquisition: what can an SME automate, and where are people needed?

Why does this matter in 2026?

The OECD’s 2026 D4SME survey reports growing AI adoption but uneven integration into business operations. Its sample is not representative, so it does not show that all SMEs are at the same stage. GLOBEFOX recommends starting with one clearly defined sales task.

Which tasks are worth supporting?

AI can prepare a first version, while the team checks its sources and usefulness. These are possible applications, rather than services automatically included in every engagement.

• Summarise public company information with source references.
• Prepare a first draft of an introduction that can be personalised.
• Organise meeting notes and prepare proposed next steps.
• Flag missing CRM information and overdue follow-ups.

Where is human judgement needed?

Check whether the company genuinely fits the target profile, whether the contact is current and whether the offer can be delivered. A confident AI statement is not evidence. Prices, deadlines and commitments should reach the customer only after approval by the responsible colleague.

How to start a small pilot

Choose one target market and, for example, twenty companies. Carry out the same research task with AI support, then verify the results. Record preparation and correction time, inaccurate information, substantive replies and follow-up meetings. Twenty companies is an illustrative pilot size, not an industry benchmark.

Does AI replace the salesperson?

Producing a text and building a business relationship are different tasks. At GLOBEFOX, digital tools support multilingual sales work; people discuss the target market, message and follow-up. Before starting, identify the recurring task you want to make more efficient.