Sabrina Geremia is the vice-president and country managing director at Google Canada. Natasha Walji is managing director of customer solutions at Google Canada, focused on small and medium-sized businesses.<\/p>\n
Small businesses are both the backbone of our economy, representing 98 per cent of businesses in Canada, and the heart of their communities. Owners often wear many hats, acting as the chief executive officer, the head of marketing and the chief accountant all on the same day. Doing it all is hard enough, but with constant change it can feel impossible to keep up. That\u2019s where artificial intelligence can help. <\/p>\n
Recent research from Public First suggests generative AI could save the average Canadian worker more than 170 hours a year.<\/a> For a small business owner, that\u2019s four full weeks of reclaimed time to focus on the big picture, connect with customers or simply recharge. AI also unlocks new growth by helping find customers, launch profitable marketing campaigns and spark innovation.<\/p>\n The potential is there, yet surveys show only 27 per cent of Canadian small and medium-sized businesses are using AI<\/a>. Increasing this percentage is critical for the growth of local businesses. AI can be a true equalizer and small businesses can be among the greatest beneficiaries, but only if it\u2019s put to use. Here are some concrete ways small businesses can unlock the power of AI:<\/p>\n Breaking down barriers to growth <\/p>\n For a small business, growth often means finding customers beyond their own neighbourhood. But navigating shipping, logistics, payment options or even different languages can feel like a full-time job. This is where AI can become a strategic partner. <\/p>\n Tools such as Gemini can help a business analyze new markets, manage emails, practice an investor pitch or translate product descriptions for new audiences. It can also tailor marketing to connect with customers in a new city or country.<\/p>\n Take Montreal\u2019s Transformer Table, which creates modular, multifunctional furniture, as an example. With their eyes on global expansion, they used AI-powered tools<\/a> to analyze global search trends and pinpoint their most promising markets. Today, they\u2019ve expanded to Australia, Germany and Singapore, achieving a 15x return on investment by delivering localized ad campaigns and highlighting how AI can help lower the barrier to entry for growth.<\/p>\n A new creative partner<\/p>\n Many small businesses know that marketing is a powerful tool, but professional photoshoots and big creative campaigns are often out of reach. AI is changing this calculation by acting as a real-time creative partner, helping businesses produce studio-quality work in minutes.<\/p>\n A business can snap a product photo on a phone and AI can instantly transform it into a branded image for a holiday campaign. New tools such as Pomelli by Google Labs analyze a website to understand the brand\u2019s distinct identity, then help generate tailored campaign ideas and create high-quality visuals for social media and ads. This democratizes creativity to create like a big brand without the big budget.<\/p>\n Preparing for agentic commerce <\/p>\n The next phase of AI will be driven by digital assistants, or agents, that help across the entire shopping journey, from discovery and buying to post-purchase support. Google is working with industry leaders such as Shopify to establish a common language for agents to operate seamlessly together across surfaces and payments. This will level the playing field, ensuring a small boutique in Saskatoon can compete just as easily as a global brand.<\/p>\n To prepare for this shift, businesses need to make their websites as helpful as possible. It should directly answer customer questions such as \u201cWhat is your return policy?\u201d and \u201cDo you ship to Halifax?\u201d This information, paired with high-quality product images, videos and clear descriptions, makes it easier for AI agents to find and recommend that business. This is the groundwork that helps a business be ready for the future of commerce.<\/p>\n Tapping into the community of experts<\/p>\n Navigating a major technological shift can feel overwhelming, but business owners don\u2019t have to do it alone. Local organizations, chambers of commerce and industry organizations such as Digital Main Street provide critical support. They facilitate mentorship, share success stories and create forums where owners can learn from real-world experience. These groups also offer upskilling workshops, provide one-on-one coaching and can connect businesses to government funding.<\/p>\n Adopting AI doesn\u2019t mean overhauling a business overnight. The secret to unlocking the exponential power of AI is by focusing on getting 1 per cent better each day. Start by running small experiments such as using AI to respond to emails or improving marketing creative and build from there, doubling down on the ideas that work. AI has the potential to level the playing field for small businesses, but only for those willing to get on the field and play.<\/p>\n This column is part of Globe Careers\u2019 Leadership Lab series, where executives and experts share their views and advice about the world of work. Find all Leadership Lab stories at tgam.ca\/leadershiplab<\/a> and guidelines for how to contribute to the column here<\/a>. <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Sabrina Geremia is the vice-president and country managing director at Google Canada. 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