AI at work: India’s SMBs gear up for smarter growth

MUMBAI: India’s small and medium sized businesses are putting their faith in artificial intelligence, with new research from Amazon Ads revealing that most believe AI powered advertising could become their biggest growth driver in the coming years.

According to the study, 89 per cent of SMB marketing leaders feel AI will help them shift precious time toward bigger strategic goals. They estimate a weekly saving of around 5.2 hours simply by using AI to create and manage ads, which adds up to nearly 30 extra working days in a year. Many already have plans for that reclaimed time, whether it is widening sales efforts, sharpening team skills or experimenting with new marketplaces they never had the bandwidth to explore.

SMBs also expect AI to trim their advertising costs by about 31 per cent over the next year. They credit this to quicker data analysis, improved campaign predictions, smoother reporting and smarter media planning. For many, AI is opening doors that were once reserved for large enterprises.

The research shows that 71 per cent of SMBs are already using or testing AI advertising tools, and the early results are encouraging. Businesses are streamlining campaigns through automated visuals, improved performance forecasts and instant ad copy creation. Looking ahead, they expect even stronger outcomes, from broader audience reach to faster creative production and less time spent on repetitive tasks.

Yet enthusiasm comes with a pinch of confusion. Sixty per cent of SMB leaders admit feeling overwhelmed by the sheer number of AI tools on offer. More than half are excited about using AI in advertising but simply do not know where to begin, while a third say they sometimes feel as if they are pretending to understand it.

Amazon Ads India director Kapil Sharma, said time remains the tightest resource for small businesses. He explained that Amazon’s AI tools, such as the AI image generator and creative studio, are designed to be simple enough for anyone to use, helping businesses reclaim hours they can reinvest in growth.

Despite the rapid rise of automation, human judgment remains firmly in the picture. SMBs want to stay in control when it comes to final creative approval, budget decisions and understanding cultural nuance. Amazon’s AI tools, including the new video generator, are being positioned as helpers rather than replacements, making advertising more accessible without diluting creativity.

Panda’s Box founder Sukriti Mendiratta, said Amazon creative studio has transformed how her brand works. She shared that the tool allows them to create and test multiple product concepts in the time it once took to build a single visual. This has improved campaign engagement, boosted ad efficiency by 20 per cent and helped the brand reach new audiences.

With optimism rising and AI adoption growing, India’s SMBs appear ready to blend technological speed with human insight as they chart their next phase of growth.