If you’ve been to a networking group lately—especially one like BNI—you’ve probably noticed something: everyone is talking about AI.
And if you're anything like me, you're probably a little tired of it.
I work with a variety of small to medium-sized businesses here in Salt Lake City, from accounting firms and HVAC companies to lawyers, commercial insurance agents, and other local service providers. Every week, I sit down with business owners, hear their challenges, and talk through what’s working and what’s not. And lately, one of the biggest questions I hear is:
“Should I be using AI? And if so… how?”
Let’s break it down—without the hype.
The Must-Have AI Tool for Small Businesses: ChatGPT (or Gemini)
If you're only going to use one AI tool in your business, make it ChatGPT, Google Gemini, or a similar general-purpose assistant. These tools can genuinely save time and help with everyday tasks, such as:
- Accounting firms: Writing spreadsheet formulas, explaining financial calculations, or generating walkthroughs for tricky Excel logic.
- Marketers: Drafting outlines, summarizing transcripts, or helping you think through messaging strategy.
- Anyone: Using it as a sounding board. It’s surprisingly effective at playing devil’s advocate or giving critical feedback before you hit “send.”
In short: it's like having a really smart assistant that doesn’t need lunch breaks.
Content Creation Tools: Helpful, Not Magical
If you're trying to step up your social media game, tools like Adobe Express, Blaze.ai, and Metricool can give you a solid head start. These platforms now offer AI features that:
- Help draft social media posts based on prompts
- Suggest hashtags and headlines
- Schedule and publish posts across platforms
The caveat? These tools get you maybe 50% of the way there. You still need a human touch to bring it home—especially for design, voice, and strategy. AI doesn’t know your audience like you do.
I’ve talked about this in other articles, but I think one of the best uses of AI for content creation is as a support tool—not a replacement for your actual thoughts. It’s great at helping organize ideas, transcribe conversations, or clean up rough drafts. But the core message, perspective, and personality should still come from you.
That’s where a lot of businesses get it wrong. They type a quick prompt into ChatGPT, copy and paste whatever comes out, and call it content. And honestly? Most of the time, you can tell.
AI Chatbots and Sales Tools: Proceed with Caution
Let’s talk about AI chatbots and email automation tools that promise to close deals, set demos, and handle your inbox for you. My take? I’m not convinced.
Yes, they can be helpful. But:
- They miss context
- They lack empathy
- They can turn customers off if they realize they’re not talking to a real person
Relationships still matter, especially in local business. I think we’re heading toward a point where people are going to become increasingly frustrated if they feel tricked into talking to a bot when they expected a human.
Now, if somebody knows they’re interacting with AI and it’s genuinely useful? Great. That can absolutely save time. But there’s a reason many companies that invested heavily in AI customer support are quietly bringing humans back into the process.
That human element matters more than a lot of tech companies want to admit.
“AI-Powered” Local Business Tools: Don’t Fall for the Buzzword
There’s a whole category of tools like BirdEye, Podium, and other industry-specific platforms that now describe themselves as “AI-powered.” In reality, most of their AI features are pretty lightweight—things like:
- Generating quick replies to reviews
- Writing basic business descriptions
- Automating simple responses in a chat box
That doesn’t mean these tools aren’t useful. They absolutely are—especially for review generation, listing management, and centralized communication. For many small businesses, those are essential functions.
But I wouldn’t buy into the hype just because the letters “AI” got slapped onto the product page.
When generative AI exploded in popularity, every software company in the world suddenly had emergency meetings about how to integrate AI into their platform or at least market themselves as AI-adjacent. And honestly, I get it. AI is exciting. It’s powerful. But sometimes the marketing around it gets way ahead of the actual usefulness.
Focus on whether the tool solves a real problem for your business—not whether it uses the latest buzzword.
Final Thought: Use AI as a Tool, Not a Crutch
I've worked in tech for years, including at a company that used deep learning models to analyze roof damage via drone. Even back then, AI was a buzzword. Today, it’s louder than ever—but louder doesn’t always mean better.
If you're a small business owner in Salt Lake City trying to figure out how AI fits into your workflow, here's my advice:
- Use AI tools like ChatGPT for general support
- Leverage creation tools to boost your content game (but still lead the strategy yourself)
- Be wary of chatbots and overpromised automation
- Focus on useful features, not shiny features
But maybe most importantly? Don’t overlook the value of real human connection.
I’m part of a local networking group, and I can tell you firsthand: it’s the handshakes, coffee meetings, and honest conversations with real people that move the needle. Far more than any chatbot or automation ever could.
If you’re trying to grow your business, show up. Go to events. Sit down with people. Ask questions. Listen to their challenges. Share your own experiences. Build actual relationships.
There’s an old saying in sales: “The more hands you shake, the more money you make.” It’s been floating around business culture for years for a reason. As cliché as it sounds, there’s truth to it.
In a world increasingly obsessed with artificial intelligence, don’t underestimate actual intelligence—and genuine human connection.
Need help figuring out what tools are actually worth your time?
Whether you’re in HVAC, accounting, law, or another local industry, I help Salt Lake City businesses build thoughtful marketing systems that prioritize clarity, trust, and real-world results—with or without AI.