Key Takeaways:
- 58% of small businesses in the US use AI products, with 67% of small businesses in Illinois using AI platforms.
- Businesses in Evanston are following this trend, using AI for research, social media content generation, and demographic surveys.
- Companies are using AI to refine their processes, extend their reach, and improve efficiency.
- While AI is being used in various ways, business owners are hesitant to fully incorporate it into each step of their process, citing the need for human touch and critical thinking.
- AI is being used as a tool to assist and augment human capabilities, rather than replace them.
Introduction to AI in Business
The use of artificial intelligence (AI) in business is becoming increasingly prevalent, with 58% of small businesses in the US currently using AI products, according to a 2025 report by the U.S. Chamber of Commerce. This represents an 18% increase from 2024, and the numbers are even higher in Illinois, where 67% of small businesses use AI platforms. In Evanston, companies are following this trend, with consulting groups, marketing firms, and realtors incorporating AI into their operations. For example, Brianna Sylver, founder and president of Sylver Consulting, started using AI two years ago, driven by curiosity about how her company could innovate with the technology. As she noted, "We typically have a recruitment phase, a data collection phase, analysis, synthesis, etc. We have integrated AI at each of those areas in distinct ways."
The Benefits of AI in Business
The integration of AI into business operations is having a significant impact, with companies reporting improved efficiency and productivity. Reed Hansen, chief growth officer at MarketSurge, said that AI has "extended the reach" of his Evanston-based marketing company, allowing his 12 employees to take on additional clients without having to hire more staff. Hansen has steadily integrated AI into his operations over time, using platforms like Jasper software for content generation and automation, as well as ChatGPT for additional support. As he noted, "Over time, AI got better and better. You can include more customization, and you can get better quality, more human-sounding content. It really continues to improve every day." For instance, Hansen uses an AI voice agent trained on his website to answer client inquiries, which has improved customer engagement and reduced response times.
The Limitations of AI in Business
While AI is being used in various ways, business owners are hesitant to fully incorporate it into each step of their process. Allie Payne, an Evanston realtor with over 25 years of experience, recently started her own real estate company and has begun to incorporate AI platforms into her work. However, she remains cautious about relying too heavily on AI, citing the need for human critical thinking and judgment. As she noted, "I’m a little reluctant to use it a lot because I think it keeps you from thinking for yourself. But at the same time, it also covers all the bases. You may only think of the general direction, but this gives you all the details, and that’s really helpful." Sylver and Hansen also have their limits when it comes to AI platforms, with Sylver promoting AI use as a brainstorming tool to ensure they’re considering all possible options, but drawing the line at using fully AI-generated content. For example, Sylver uses AI to help and assist with data analysis, but not to write reports or discussion guides.
The Importance of Human Touch in Business
Despite the benefits of AI, business owners recognize the importance of human touch and critical thinking in their operations. Hansen said that while AI is useful for content generation, including a platform called HeyGen, which creates videos where Hansen can create an avatar that mimics his voice and mannerisms for advertising, he and his clients are not comfortable with a fully automated marketing agency. As he noted, "A business is always going to need a little bit of human touch. And it’s going to need a face, a voice that is human and real, and stutters and pauses and says ‘ahs’ and ‘ums.’" This highlights the need for businesses to strike a balance between leveraging AI to improve efficiency and productivity, while also maintaining the human element that is essential for building relationships and providing personalized services.
Conclusion
In conclusion, the use of AI in business is becoming increasingly prevalent, with companies in Evanston and beyond incorporating AI into their operations to improve efficiency and productivity. While AI is being used in various ways, business owners are hesitant to fully incorporate it into each step of their process, citing the need for human touch and critical thinking. As Sylver noted, "I use it to help and assist, but in terms of dumping data and saying, write the report for me — no." By recognizing the benefits and limitations of AI, businesses can harness its potential to augment human capabilities, rather than replace them. Ultimately, the key to successful AI adoption is finding a balance between technology and human touch, and using AI as a tool to enhance business operations, rather than relying solely on automation.
Evanston small businesses incorporate artificial intelligence into their operations