AI Adoption Surges Across Sectors, but Training Gaps Persist

New surveys show that artificial intelligence is rapidly embedding itself into business operations, with adoption rates climbing sharply among both small businesses and marketing professionals. A study by Thryv found that 66% of U.S. small businesses now use AI, an 11 percentage point increase over the past year, while a separate survey by PRIZMA reported that over 90% of marketers are utilizing AI tools, up from just 44% six months earlier.

"AI adoption among U.S. small businesses has risen to 66%, up 11% from a year ago"

Carrier ManagementAI Adoption Continues, But 70% Want More Training: SMB Survey

The PRIZMA survey, which polled 1,032 marketers, underscores a rapid industry-wide shift. According to third-news.com, the research highlights "the growing necessity for companies to adapt their marketing strategies to stay competitive in this evolving landscape."

third-news.comAI adoption in marketing surges to over 90% in 2026, study finds

Yet the Thryv survey reveals a significant skills gap. Despite the benefits small businesses report from using AI, 70% of owners admit they need more training to use the technology effectively. This tension between rapid adoption and unpreparedness suggests that while businesses are eager to integrate AI, many are doing so without fully understanding how to maximize its potential.

"70% of owners admit to needing more training to use the technology effectively"

Both surveys point to AI as a competitive necessity, but the data also warns of a looming skills crunch. As small business owners and marketers alike rush to implement AI tools, the demand for training and education appears to be outpacing current offerings, a gap that vendors and educators may need to address to sustain momentum. Thryv's findings were drawn from its 2026 AI report, while PRIZMA's study specifically tracked the marketing sector's explosive adoption curve.

Taken together, the two reports paint a picture of an economy racing to adopt AI, with adoption rates in some fields nearing saturation, even as the workforce struggles to keep pace with the required expertise. The coming months will likely test whether training initiatives can catch up to implementation.