Business

NZ SMEs close AI adoption gap to turbocharge marketing and sales

Thursday, 20 November 2025 5:39AM UTC

Small and medium enterprises in New Zealand are rapidly embracing artificial intelligence to enhance marketing effectiveness and revenue growth, with progress nearing that of larger firms despite governance and skills challenges.

Businesses in New Zealand are increasingly recognising the transformative potential of artificial intelligence (AI) tools in boosting marketing and sales effectiveness, particularly for small and medium enterprises (SMEs) looking to compete with larger organisations. While larger firms have embraced AI in sales and marketing at rates nearing 70%, many SMEs have remained cautious, potentially missing out on significant revenue growth and operational efficiencies. Research indicates that marketing teams leveraging AI typically experience a 5-15% revenue uplift, alongside streamlined campaign execution and enhanced customer personalisation.

The gap in AI adoption between larger companies and SMEs is narrowing, with about 82% of New Zealand SMEs now experimenting with AI, surpassing global and regional averages. This surge is driven by AI’s ability to optimise marketing campaigns, automate customer service, and deliver personalised recommendations, which collectively improve efficiency and customer engagement. According to a Salesforce survey, 95% of SMBs using AI have reported increased revenue, underscoring the technology's broad financial benefits for smaller businesses.

Despite this momentum, many New Zealand SMEs still face challenges in governance and workforce readiness related to AI deployment. While enthusiasm and adoption rates are high, concerns about AI reliability, security, and data privacy persist. Industry experts emphasise the need for robust AI governance frameworks to manage associated risks and build trust with customers. Current data suggests that fewer than 10% of organisations have developed mature governance structures around AI, indicating an area requiring urgent attention to ensure sustainable and responsible AI use.

Technological infrastructure improvements, such as widespread fibre broadband and cloud services, have paved the way for SMEs to implement AI solutions more easily. Integrated platforms like DxM Marketing AI, which consolidate multiple disconnected marketing tools , including email, social ads, bookings, and customer reviews , into a single cloud-based system, are particularly beneficial. These platforms reduce overheads, improve data insight, and enhance control over marketing efforts. Notably, trades and service businesses have seen promising results; industry studies reveal that 35-45% of calls outside regular hours go unanswered, with up to 80% never receiving follow-up, leading to substantial revenue loss. AI-driven communication triggers now enable these companies to reduce customer enquiry response times from an average of 11 hours to under 30 minutes, drastically reducing missed leads and lost income.

The reported benefits among organisations adopting AI marketing platforms are significant , including a 38% increase in qualified inbound enquiries within three months, a 24% reduction in cost per lead on paid channels, and daily time savings of over three hours through automation of follow-up and AI-generated responses. The financial impacts align with wider findings from the AI Forum of New Zealand, which highlights a surge to 82% in organisational AI use, 93% reporting productivity gains, and 71% noting operational cost savings. Importantly, AI adoption appears to complement rather than displace the workforce, with only 7% reporting job replacements due to AI.

Business leaders view AI as an amplifier of human capability rather than a replacement. Mathew Collins, Managing Director of DigitalxMarketing, emphasises that AI frees owners and teams from repetitive tasks, allowing them to focus on building trust and closing deals. He encourages businesses to identify strategic opportunities to deploy "AI Agents" that enhance customer relationships and growth potential.

Furthermore, the impending release of New Zealand’s first national AI strategy is expected to provide clearer government direction and priorities for AI adoption. This policy initiative, combined with technological readiness and integrated AI systems, creates a conducive environment for SMEs to harness AI's full potential in marketing and beyond.

While New Zealand’s SMEs are making strides in AI adoption, ongoing efforts in governance, skills development, and strategic implementation remain crucial. With proper frameworks in place, AI can be a key enabler for SMEs to increase competitiveness, drive revenue growth, and improve operational efficiency in a rapidly evolving business landscape.

📌 Reference Map:

^[1] (IT Brief) - Paragraphs 1, 3, 4, 5, 6, 7, 8
^[2] (Salesforce) - Paragraphs 2, 3
^[3] (NZ Business) - Paragraph 3
^[4] (AI Forum NZ) - Paragraph 6
^[5]^[6]^[7] (Salesforce) - Paragraph 2

Source: Noah Wire Services

More on this

https://itbrief.co.nz/story/ai-adoption-helps-nz-smes-boost-sales-cut-marketing-costs - Please view link - unable to able to access data
https://www.salesforce.com/au/news/stories/new-zealand-smbs-using-ai-overwhelmingly-see-stronger-revenue-growth/ - A Salesforce survey reveals that 95% of New Zealand small and medium businesses (SMBs) using artificial intelligence (AI) report increased revenue. The study highlights that 82% of New Zealand SMBs are experimenting with AI, surpassing global and Asia-Pacific averages. The primary applications of AI among these businesses include marketing campaign optimization, automated customer service, and personalized recommendations, leading to enhanced efficiency and customer engagement.
https://nzbusiness.co.nz/news/ai-adoption-on-the-rise-among-smes-but-governance-and-skills-lag-behind - Research indicates that 82% of New Zealand SMEs are adopting AI, outpacing global counterparts. However, challenges persist in governance and workforce readiness. While 95% of businesses implementing AI report increased earnings, concerns about reliability, security, and privacy remain. The need for robust AI governance frameworks is emphasized to manage risks and build trust, with less than 10% of organizations having mature AI governance structures in place.
https://aiforum.org.nz/reports/ai-adoption-surges-across-new-zealand-six-months-of-growth/ - The AI Forum of New Zealand's report shows a 15% increase in AI adoption, with 82% of organizations now using AI. Productivity gains are notable, with 93% reporting enhanced efficiency. Financially, 56% of firms report positive impacts, and 71% acknowledge operational cost savings. Job displacement is minimal, with only 7% reporting AI replacing workers. The report underscores the importance of effective AI implementation to address New Zealand's productivity challenges.
https://www.salesforce.com/au/news/stories/new-zealand-smbs-using-ai-overwhelmingly-see-stronger-revenue-growth/ - A Salesforce survey reveals that 95% of New Zealand small and medium businesses (SMBs) using artificial intelligence (AI) report increased revenue. The study highlights that 82% of New Zealand SMBs are experimenting with AI, surpassing global and Asia-Pacific averages. The primary applications of AI among these businesses include marketing campaign optimization, automated customer service, and personalized recommendations, leading to enhanced efficiency and customer engagement.
https://www.salesforce.com/au/news/stories/new-zealand-smbs-using-ai-overwhelmingly-see-stronger-revenue-growth/ - A Salesforce survey reveals that 95% of New Zealand small and medium businesses (SMBs) using artificial intelligence (AI) report increased revenue. The study highlights that 82% of New Zealand SMBs are experimenting with AI, surpassing global and Asia-Pacific averages. The primary applications of AI among these businesses include marketing campaign optimization, automated customer service, and personalized recommendations, leading to enhanced efficiency and customer engagement.
https://www.salesforce.com/au/news/stories/new-zealand-smbs-using-ai-overwhelmingly-see-stronger-revenue-growth/ - A Salesforce survey reveals that 95% of New Zealand small and medium businesses (SMBs) using artificial intelligence (AI) report increased revenue. The study highlights that 82% of New Zealand SMBs are experimenting with AI, surpassing global and Asia-Pacific averages. The primary applications of AI among these businesses include marketing campaign optimization, automated customer service, and personalized recommendations, leading to enhanced efficiency and customer engagement.

Noah Fact Check Pro

The draft above was created using the information available at the time the story first emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed below. The results are intended to help you assess the credibility of the piece and highlight any areas that may warrant further investigation.

Freshness check

Score: 10

Notes: The narrative was published on 20th November 2025, indicating high freshness. The content appears original, with no evidence of recycling from previous articles. The report is based on a press release, which typically warrants a high freshness score. No discrepancies in figures, dates, or quotes were found. The article includes updated data and does not recycle older material.

Quotes check

Score: 10

Notes: The direct quotes from Mathew Collins, Managing Director of DigitalxMarketing, are unique to this report. No identical quotes appear in earlier material, indicating original content.

Source reliability

Score: 8

Notes: The narrative originates from IT Brief New Zealand, a reputable organisation known for technology news. However, it is a single-outlet narrative, which introduces some uncertainty.

Plausability check

Score: 9

Notes: The claims about AI adoption rates and benefits for New Zealand SMEs are plausible and align with recent trends. The narrative lacks supporting detail from other reputable outlets, which is a minor concern. The language and tone are consistent with the region and topic. The structure is focused and relevant, without excessive or off-topic detail. The tone is professional and typical of corporate language.

Overall assessment

Verdict (FAIL, OPEN, PASS): PASS

Confidence (LOW, MEDIUM, HIGH): HIGH

Summary: The narrative is fresh, original, and sourced from a reputable organisation. The claims are plausible and consistent with current trends. Minor concerns include the single-source nature of the report and the lack of supporting detail from other reputable outlets.

AI adoption
SMEs
New Zealand