Salesforce’s Sixth SMB Trends Report: AI, Technology, and Security Take Center Stage

Amid global uncertainty, shifting customer expectations, and rapidly evolving digital solutions, small and medium-sized businesses (SMBs) are navigating a period filled with both risks and opportunities.

Salesforce’s "Small & Medium Business Trends – 6th Edition" is based on input from 3,350 SMB leaders across 26 countries. The report presents an in-depth look at how these businesses are approaching technology, artificial intelligence, and data management. It delivers key insights into how digital transformation investments are evolving, the impact of AI on business performance, and the strategic priorities that are shaping the future of SMBs.

SMBs Approach the Future with Strategic Optimism

Despite global challenges, 81 percent of SMB leaders express optimism about the future of their companies. This confidence is rooted not only in expectations but also in the strategies being actively implemented.

The report highlights clear differences in priorities between growing businesses and those that are stagnant or declining:

• Growing SMBs focus on improving customer experience, maximizing the efficiency of current technologies, and adopting new digital tools.

• Stagnant or shrinking SMBs tend to prioritize acquiring new customers.

Additionally, 79 percent of respondents believe their businesses offer a more authentic value proposition compared to larger competitors. This underscores that differentiation and competitive advantage are possible regardless of company size.

Technology Investment Is Increasing, but Operational Complexity Remains a Challenge

SMBs are accelerating their digital transformation journeys. According to the report, 76 percent of businesses have increased their technology budgets compared to the previous year, with the trend more pronounced among high-growth companies.

However, rising tech investments also bring operational challenges:

• The average SMB uses seven different applications to manage daily operations.

• 53 percent say that using too many tools complicates their workflows.

• 44 percent experience data inconsistencies across systems.

As a result, SMBs that streamline their digital infrastructure with scalable and integrated solutions are positioning technology not just as a tool, but as a strategic driver of efficiency.

Artificial Intelligence Is Becoming a Strategic Investment for SMBs

AI is no longer the domain of large enterprises alone. It has become a central focus for SMBs as well:

• 75 percent of SMBs are already using or testing AI technologies.

• 34 percent have fully integrated AI into their operations.

• Among AI users, 90 percent report improved operational efficiency.

Top use cases for AI among SMBs include:

• Optimizing marketing campaigns

• Automated content generation

• Personalized customer recommendations

• Chatbot-powered customer service

Additionally, 85 percent of SMBs that have invested in AI report seeing a measurable return on investment (ROI), confirming that AI is not only a tool for efficiency, but also a lever for business results.

Data Quality Is a Key Driver of Performance

The success of AI depends heavily on the quality, completeness, and accuracy of the data it consumes. Yet, only 47 percent of SMBs say they make decisions fully based on data.

• 66 percent plan to invest more in data management over the next 12 months.

• Among AI adopters, this figure rises to 75 percent.

• 84 percent agree that clean, complete data is critical to business success.

• 82 percent believe improving data quality will boost efficiency.

Security Takes on New Importance in the AI Era

As AI adoption grows, data security becomes even more vital for SMBs. While 84 percent of respondents feel confident in their ability to protect their data, the research reveals gaps in basic security practices:

• 44 percent regularly update their software and applications.

• 39 percent use two-factor authentication.

• 46 percent actively use password management tools.

These figures suggest that while awareness is high, many SMBs have yet to fully implement security best practices.

2025: A Defining Year for Growth, Efficiency, and Competitive Advantage

For small and medium businesses, 2025 is not just about improving operational efficiency. It is also a critical moment for achieving sustainable growth and building a competitive edge.

Through smart investments in AI, data management, and integrated digital tools, SMBs can accomplish more with fewer resources. However, this transformation is not simply about adopting new technologies—it is about using them strategically.

Organizations that focus on building the right data infrastructure, prioritizing digital security, and keeping the customer at the center of their strategies will be best positioned to thrive in the next era of business.