Michelle Ovens
CBE, CEO and Founder of Small Business Britain
Small businesses are the heart of the UK economy, innovating, creating jobs and anchoring communities. Yet, many are navigating a complex marketing landscape with limited time, budgets and support.
As we look to the future of small business marketing, two forces stand out, already reshaping how small firms grow: artificial intelligence and sustainability.
AI: one of the most significant opportunities for small businesses
According to the 2025 Small Business Britain and BT Business ‘AI Big Survey’1, nearly two-thirds (62%) of UK small businesses already use AI, most commonly in marketing (47%). It’s typically used to help create content, understand customers, personalise communications and automate time-consuming tasks.
For many founders, AI has become a ‘silent team member,’ freeing up precious hours and enabling smarter, more efficient marketing without huge budgets. It’s no surprise that 60% of small businesses now believe AI will be essential to survival and growth within the next five years.1
However, the future must be inclusive. AI’s benefits must be accessible to every small business owner, regardless of size, location or background. With the right interventions, AI can empower all entrepreneurs to thrive, not just survive.
AI can help small businesses measure impact, reduce waste,
optimise operations and tell credible stories, converting purpose into performance.
How sustainability is also shaping the future of small business marketing
Too often framed as a cost or compliance exercise, sustainability is in fact a major commercial opportunity. Small businesses are uniquely positioned to act quickly, build trust, and communicate authentically with increasingly values-driven customers.
Insights from the Government-backed Willow Review2, which I co-chaired, found that over half of SMEs benefit financially from sustainability practices — allowing them to cut costs, reach new markets and build stronger relationships with customers and employees alike.
AI and sustainability are deeply connected. AI can help small businesses measure impact, reduce waste, optimise operations and tell credible stories, converting purpose into performance.
The future of small business marketing will belong to those who embrace both AI and sustainability, not just to keep up, but to build more inclusive, resilient and future-ready businesses.
[1] Small Business Britain & BT Business. (2025). The AI Opportunity for Small Business.
[2] The Willow Review.
