Brazilian micro, small, and medium-sized enterprises (MSMEs) have a positive outlook on the potential of Artificial Intelligence (AI), with 77% of decision-makers considering that AI speeds up their company processes. This is revealed by the research titled “AI in micro, small, and medium-sized enterprises: trends, challenges, and opportunities“, commissioned by Microsoft to Edelman Communication. According to the study, 75% of the surveyed companies state they are optimistic about the impact of Artificial Intelligence (AI) on their work, and this is reflected in the investment plans of the companies, which say they will continue investing or investing for the first time in AI (73%), with 61% of them already having an action plan or specific goals related to this technology.
The optimism regarding AI similarly affects different hierarchical levels within MSMEs. According to the research, 54% of leaders declare that AI is a priority in the company. Among employees, the optimism index about AI’s results in their activities is 64%. Decision-makers highlighted several benefits of artificial intelligence (AI) in their operations: 77% observe an improvement in work quality, 76% consider that AI increases productivity, and 70% believe it improves customer satisfaction. Employee motivation and engagement are also positively impacted by this technology, as indicated by 65% of respondents. Among the main applications of AI are virtual assistance for customer service (73%), internet research (66%), and personalized services (65%).
“Brazilian companies are increasingly aware that AI can be an ally in business growth. That’s why we see optimism translating into action plans,” says Andrea Cerqueira, Vice President of Corporate Sales for Customers and Startups at Microsoft Brazil.
MSMEs are also more familiar with the technology: approximately half (52%) of decision-makers in MSMEs say they are extremely or very familiar with AI. This, aligned with optimism, is driving investment intentions. The movement is led by small businesses (10 to 99 employees) with 85%, followed by micro (1 to 9 employees) with 71% and medium (100-249) with 64%.
MSMEs have clear expectations and purposes when investing in AI. For 59% of medium-sized companies and 53% of small ones, gains in efficiency, productivity, and agility are the main reason for adopting generative AI. Meanwhile, 60% of micro-enterprises point to improved service and customer satisfaction as their main motivation for investing in AI. Only 13% of micro and small and 12% of medium-sized companies cited cost reduction as the main reason.
Areas leading AI adoption within MSMEs
In its fifth year, the Edelman survey commissioned by Microsoft pointed out that marketing (17%), IT (16%), and customer service (14%) are the main areas responsible for the adoption of artificial intelligence in companies in Brazil. However, differences were observed depending on the type and size of the organization.
Among non-digital native companies, marketing leads AI adoption, and administration actively participates in the purchasing decision. In digital native companies, IT is primarily responsible for adoption and purchasing decisions. Overall, significant participation was also observed from finance (28%), customer service (27%), human resources (25%), and sales (16%) in the decision-making process for purchasing AI tools.
“AI is transforming the way we work, simplifying previously complex processes and freeing up professionals’ time to be more creative and strategic. It’s no surprise that we see different areas adopting and influencing AI purchases within MSMEs, which need to increase efficiency without sacrificing cost control,” comments Andrea Cerqueira.
Generative AI technology, capable of generating content and processing large volumes of data, has also gained specific applications within MSMEs. The technology is mainly used in creating new solutions and products (57%), speeding up work (52%), processing data for decision-making (45%), translating documents (42%), and supporting marketing and customer acquisition tasks (39%).
The study found that time savings are the main benefit of Generative AI, cited by about half (53%) of MSMEs. Companies are discovering efficiency and productivity gains (47%), improved customer experience (44%), and reduced human errors (38%).
Qualification is a key demand
MSMEs point to the difficulty in finding a qualified workforce and training their professionals as challenges in applying AI to their businesses. According to the study, 28% of MSMEs highlight problems in hiring specialized talent. Meanwhile, 24% report difficulties in training their current teams, with a higher focus in medium-sized companies (33%).
Currently, AI skills are already the main demand of medium-sized companies (63%) in the process of talent acquisition and development. The demand is also high among small (41%) and micro (30%) companies, although these also prioritize soft skills such as collaborative work (52%) and interpersonal skills (52%).
“Digital transformation is carried out strategically when done inclusively. AI training should be considered in talent acquisition and retention strategies, regardless of company size. The future of AI in Brazil depends on the productive inclusion of MSMEs and the qualification of their employees. For professionals who want to become more competitive, developing these skills is essential. At Microsoft, we have several free initiatives to address this challenge,” emphasizes Andrea Cerqueira.
To help address this challenge in the Brazilian economy, Microsoft launched in September 2024 the ConectAI program, which aims to train 5 million people in Brazil by 2027 in skills related to AI and prepare the Brazilian workforce for market transformations, aiming to ensure a more equitable and inclusive future. The company will invest R$ 14.7 billion in cloud infrastructure and artificial intelligence (AI) in Brazil to foster the development of the AI ecosystem in the country.
Cybersecurity
Six out of ten companies recognize the need to promote cultural changes to take advantage of the technology’s benefits. The study pointed out some bottlenecks for companies to implement their AI adoption plans: investment costs and access to technology (34%), data privacy concerns (33%), and cybersecurity threats (27%).
According to the survey, risks related to data theft or misuse are the main concerns of companies regarding AI, with 48% of responses. Next are concerns about the manipulation of AI models (33%) and the use of malicious software powered by this technology (30%).
These risks demand that companies establish clear policies for AI use, governance, and data protection while meeting their employees’ demands for access to this technology. In terms of regulation, 53% of decision-makers are very or extremely familiar with the regulatory landscape of AI, although this familiarity is lower among micro-enterprises (31%).
