Too many tools, too many claims
There are now a huge number of AI products aimed at businesses, covering everything from writing posts to forecasting cash flow. If you're not technical, it's hard to know where to start, and the marketing claims are often overblown.
This guide is organised by what you're trying to get done, not by product. Tools change quickly and prices change even faster, so check the current details yourself before signing up. Most offer a free trial or a free tier, which is the best way to find out if something suits you.
Marketing and content
General AI assistants such as ChatGPT and Claude are the obvious starting point. They're good at drafting emails, social posts, website copy and blog outlines. Both have free versions and paid plans with more capable models.
Use them for first drafts, not finished work. Read everything before it goes out, check any facts, and edit it so it sounds like you. Customers can usually tell when copy has been pasted straight from an AI.
Canva now includes AI features for designing social graphics, presentations and simple marketing material. If you already use it, try those features before paying for anything else.
Customer service
Website chatbots can answer common questions at any hour and collect contact details. Many website builders and help desk tools now include one. They work best for simple, repetitive questions.
If customers need you to do something, such as book a slot, check an order or change an appointment, a basic chatbot won't be enough. That needs an AI agent connected to your systems, which is often built for you rather than bought off the shelf. Our guide to AI chatbots vs AI agents explains the difference.
For phone calls, an AI voice agent can answer when you can't, handle routine questions and take messages.
Admin and operations
- Note-taking and meeting tools can transcribe calls on Zoom, Teams or Google Meet and pull out the actions agreed. Check the people on the call are happy to be recorded.
- AI built into tools you already use is often the easiest win. Notion, Microsoft 365 and Google Workspace all have AI features for summarising documents and drafting text.
- Automation tools such as Zapier and Make connect your apps so information moves between them without re-typing. For example, a new form entry can create a row in a spreadsheet and send you a text. Both now include AI steps that can read or sort information as it passes through.
Sales
A CRM is where you keep track of customers and enquiries. HubSpot is a well-known option for small businesses and includes AI features for writing emails and sorting leads.
For most small businesses, the biggest sales gain from AI isn't finding new prospects. It's following up the enquiries you already get, quickly and every time. Our guide to using AI to win more of the leads you already get covers this.
How to choose
Start with the problem, not the tool. A few questions help:
- What takes the most time each week? Write down the tasks you repeat.
- Does a tool I already pay for do this? Check before buying anything new.
- Will I actually use it? A tool that needs an hour of setup each week won't stick.
- Where does my data go? Be careful putting customer details into any AI tool, and check it meets UK data protection rules.
- What happens when it gets it wrong? Keep a person checking anything that goes to customers.
Off-the-shelf tools are fine for general tasks. When the job is specific to how your business works, such as reading your own forms or booking into your own system, something built for you is often the better fit.
Next steps
If you'd like help working out what's worth doing, our free AI audit gives you a call and a written list of what to automate first. It's based on TimeProfit, which also has its own site at timeprofit.co.uk (opens in a new tab).
When you know what you want, see our automations, AI agents and AI voice agents pages, read our guide to AI automation for small UK businesses, or get in touch.