What changed
Intuit’s May 2026 AI Impact Report, built on over 34,000 survey responses and 5.3 million business payment records, shows a sharp increase in AI use among US small businesses. Regular AI use jumped from 48% in July 2024 to 77% by January 2026. But only about 12% of these businesses actually pay for dedicated AI tools, and most usage is still concentrated in areas like marketing, admin, and scheduling.
This 65-point gap means most businesses are dabbling, using free or trial tools without making AI part of their core operations. The data shows that when businesses do pay for AI, they tend to stick with it: 86% of 2024 paid-AI customers renewed in 2025. Meanwhile, agency pricing is shifting: fixed retainers are being replaced by models that charge based on results or revenue, as reported by Thailand Business News and TrustROI.
For brick-and-mortar operators, this means the market is moving from experimentation to real operational change. The value is not in dabbling, but in building systems that compound over time and tie cost to outcomes.