Many Australian small and medium enterprises are asking where to begin with artificial intelligence. It feels like a huge leap, and the initial instinct is often to look at new software. However, we consistently find that focusing on people and skills development delivers a far greater return on investment, especially in the short term.

Don’t get us wrong – the right software is important. But AI isn’t about replacing your existing systems overnight. It’s about augmenting what you already do, and that requires people who understand how to leverage these new capabilities. Think of it as adding a powerful new tool to your team’s toolkit, rather than a complete overhaul of your workshop.

Here’s what we’re seeing work for SMEs right now:

• Upskill your marketing team: Prompt engineering – learning how to effectively communicate with AI tools like ChatGPT – is a crucial skill. This isn’t about becoming a data scientist; it’s about learning to ask the right questions to get valuable insights for content creation, campaign optimisation, and customer segmentation.
• Focus on AI-powered analytics: Many marketing platforms are already integrating AI to analyse campaign performance. Invest time in training your team to interpret these insights and adjust strategies accordingly. This is where you’ll see immediate gains in return on ad spend.
• Explore low-code/no-code AI tools: These platforms allow marketers to automate tasks like email personalisation and social media scheduling without needing extensive coding knowledge. They’re a great way to experiment with AI and demonstrate its value.
• Prioritise data hygiene: AI is only as good as the data it’s fed. Ensure your customer data is clean, accurate, and properly segmented. This will dramatically improve the effectiveness of any AI-powered marketing initiatives.

Investing in software before building internal capability is like buying a professional camera without learning photography. You’ll have a powerful tool, but you won’t know how to use it effectively. While exploring software options is worthwhile, your first step should be to assess your team’s skills and identify training opportunities. A small investment in upskilling now will position your business to capitalise on the growing opportunities AI presents in 2026 and beyond.

Our recommendation? Start with a skills audit. Identify where AI could have the biggest impact on your marketing efforts, then invest in training to empower your team to make it happen.